PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN WISATAWAN BACKPACKER DALAM MEMILIH SEBUAH HOSTEL DI BALI

Reyner Gondokesumo, Novia Caroline, Serli Wijaya

Abstract


Abstrak: Penelitian ini dilakukan untuk mengkaji apakah tujuh bauran pemasaran atau marketing mix yang terdiri dari produk, harga, lokasi, promosi, orang/staf, proses dan bukti fisik berpengaruh terhadap keputusan pembelian backpacker dalam memilih sebuah hostel di Bali. Jenis penelitian yang dilakukan adalah kuantitatif deskriptif dengan teknik analisis statistik regresi linear berganda. Hasil penelitian menyatakan bahwa, ketujuh faktor bauran pemasaran memiliki pengaruh yang berbeda-beda. Dua faktor dari marketing mix seperti promosi dan bukti fisik hostel memiliki pengaruh yang positif dan signifikan. Sedangkan dua faktor marketing mix yaitu harga dan staf hostel berpengaruh positif namun tidak signifikan. Sementara itu faktor marketing mix produk, lokasi dan proses layanan hostel berpengaruh negatif namun tidak signifikan terhadap keputusan pembelian wisatawan backpackers.  

Kata kunci: 

             Backpacker, hostel, marketing mix, keputusan pembelian, Bali

Abstract: This research was conducted to examine the effect of marketing mix factors of product, price, place, promotion, people, process and physical evidence on backpacker’s buying decision in choosing a backpacker hostel. The type of research conducted is quantitative descriptive with analysis multi linear regression method. The result of research and linear regression stated that there are seven factors of marketing mix that influence the buying decision of backpacker in choosing a hostel. The research also shows two factors of marketing mix factors of product and physical evidence have positive and significant influence on backpackers buying decision. Two factors of marketing mix of price and staff have positive but insignificant influence on backpackers buying decision. The other three factors of marketing mix of product, place and process have negative but insignificant influence on backpackers buying decision.

Keyword:

           Backpacker, hostel, marketing mix, buying decision, Bali


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References


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