PENGARUH MARKETING MIX DALAM PENGAMBILAN KEPUTUSAN MEMILIH HOTEL MELATI DI KUTA-BALI

  • Agung Permana Budi sekolah tinggi pariwisata bali internasional
DOI: https://doi.org/10.22334/jihm.v2i2.75
Abstract views: 82 , PDF downloads: 102

Abstract

Marketing Mix is a major element in seeing the success of a business, usually used to describe a sales tactic in a given market. In this study the authors looked at the marketing mix in the hospitality industry, particularly in the budget hotel in Kuta-Bali. Based on the discussion of the elements of the Marketing mix variables Product, Price, Promotion, and Place simultaneously influence the purchasing decisions of consumers visits count test F is F (53.336)> F table (2.51) then Ho is rejected. While partially each variable, namely product, price, promotion and place seen from the Standardized Beta Coefficients for Product variable (X1), Price (X2), Promotion (X3) and Place (X4) are respectively 0.199 (X1 ), 0.018 (X2), 0.014 (X3) and 0.697 (X4). This means that the variable Place has the beta coefficient 0.697, according to that result, means that the variable Place is dominant influence on the decision to choose Budget Hotel In Kuta - Bali compared with other variabel in Marketing Mix

References

Darsono, Agustinus, Kuntor Depan Hotel, Jakarta: Gramedia Widiasarana. Indonesia, 1999

David K. Hayes Ph.D; Hotel Operation Management, Pearson Education Inc, New Jersey, 2004.

Dennis J Cahill, Strategic Segmentation & Target Marketing, New York: The Hawort Press, 2009

Dinas Pariwisata Provinsi, Bali Direktori 2011, Dinas Pariwisata Provinsi Bali, 2011

Dirjen Pariwisata, Keputusan Mengenai Pelaksanaan Ketentuan Usaha dan Penggolongan Hotel, Jakarta: Kementrian Pariwisata,1997

Dutka, Alan, AMA Handbook for Customer Satisfaction, Linois: NTC Publishing Group, 1994

Foster, Dennis L, Sales and Marketing Hotel Motel and Resort, disadur oleh Oka A Yoeti, Jakarta: P.T Perca, 2007

He Shan Wang Yaxue Chen Lin, Study on Characteristic and Entrance Strategy of Economical

Hotel Market in China, School of Management, China: Wuhan University of technology,

Jerome J. Valen Ph.D, CHA; James R. Abbey Ph.D, CHA; The Art and Science of Hospitality

Management, The Educational Institute of AHMA, 1987.

Kebodian, Armen J, Pelanggan Selalu Benar, Jakarta: Arcan, 1998.

Kotler, Philip, Marketing Management, New Jersey: Prentice-Hall, 1997.

Ronald A. Nykiel Ph.D. CHA; Marketing in The Hospitality Industry Second Edition, Van Noshrand

Reinhold, New York, 1989.

Seyed Mohamad Hassan Hosseini, Marketing Mix from the viewpoint of Zanjan Grand Hotel

Costumer, South Asian Journal Of Tourism and Heritage,Teheran, 2011

Sudarsana, I. K. (2018). Peranan Keluarga Hindu Dalam Mengantisipasi Perpindahan Agama.

Sudarsana, I. K. (2018, January). Membina Kerukunan Antar Siswa Di Sekolah Melalui Penanaman Pendidikan Budi Pekerti Berbasis Kearifan Lokal. In PROSIDING SEMINAR NASIONAL KEARIFAN LOKAL INDONESIA UNTUK PEMBANGUNAN KARAKTER UNIVERSAL 2015 (pp. 242-250).

Sugiyono, Statistika Untuk Penelitian, Bandung: CV. ALFABETA, Bandung, 2009

Thomas C Kinnear; James R Taylor, Riset Pemasaran Jilid I University of Michigan, 1997

Published
2018-02-05
How to Cite
Budi, A. P. (2018) “PENGARUH MARKETING MIX DALAM PENGAMBILAN KEPUTUSAN MEMILIH HOTEL MELATI DI KUTA-BALI”, Jurnal Ilmiah Hospitality Management, 2(2). doi: 10.22334/jihm.v2i2.75.
Section
Articles
Abstract viewed = 82 times
PDF downloaded = 102 times