PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN DI MY STUDIO HOTEL SURABAYA
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Abstract
Abstrak – Pengaruh Marketing Mix Terhadap Keputusan Pembelian Di My Studio Hotel
Surabaya
Penelitian ini bertujuan untuk menganalisa pengaruh marketing mix terhadap keputusan pembelian di My Studio Hotel Surabaya, melalui penyebaran kuesioner sebanyak 150. Jenis penelitian yang digunakan adalah kuantitatif dengan metode teknik pengolahan data menggunakan analisa regresi linear berganda. Hasilnya variabel price, place, people, dan physical evidence memiliki pengaruh yang positif dan signifikan, serta variabel yang paling dominan adalah price. Produk, promosi dan proses mempengaruhi secara positif tetapi tidak signifikan.
Kata kunci:
Product, price, place, promotion, people, physical evidence, process, dan buying decision
Abstract – The Influence of Marketing Mix Toward Purchase Decision at My Studio
Hotel Surabaya
The purpose of this research is to analyze the influence of marketing mix toward buying decision at My Studio Hotel Surabaya by using a quantitative method and distributing 150 questionnaires. This research used multiple linear regression analysis. The results show that only price, place, people, and physical evidence have positive and significant influences on consumer buying decision, followed by price as the most dominant variable. Product, promotion and process have influenced positively but not significant.
Keyword:
Product, price, place, promotion, people, physical evidence, process, and buying decision
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