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The Effect Of Service Marketing Mix On Consumer Decisions To Stay At Four Star Hotels Bandar Lampung City
Putri handayani Berlintina Permatasari, S.P., M.M. Almira Devita Putri, S.A.P., M.A.B.

Last modified: 2023-09-11

Abstract


Tourism is the most sustainable commodity and touches the lowest level of society. This research aims to know the services marketing mix done Four-Star Hotels in Bandar Lampung City in influencing the consumer's decision in choosing a hotel and know the magnitude of the influence of simultaneous and partial service marketing mix of Four-Star Hotels against the decision of the use of the service made consumers in choosing a hotel. The research method used is quantitative method. Research carried out by sampling method of convenience sampling, with the number of respondents as much as 205 respondents. Then, for the data analysis used the descriptive analysis and multiple regression analysis and hypothesis testing using the F-test and t-test. The responses of the respondents regarding the implementation of the marketing mix Four-Star Hotels is good and the responses of the respondents regarding the consumer decision making in selecting the Four-Star Hotels is good. The results showed that the services marketing mix done Fur-Star Hotels simultaneously significantly influential to the decision to choose and use and has a coefficient of determinasi of 90,1%. Partially, there are four significant free variables that influence is the Product, Promotion, Process and Physical Evidence. While the variable Price, place, and People does not significantly affect. Meanwhile, simultaneously the service marketing mix has a significant effect on the decision process to stay at a four-star hotels in Bandar Lampung City


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