PENGARUH BAURAN PEMASARAN (7P) TERHADAP KEPUTUSAN PEMBELIAN DI THE RITZ-CARLTON BALI SPA

Ni Made Ary Sushanti, - (2023) PENGARUH BAURAN PEMASARAN (7P) TERHADAP KEPUTUSAN PEMBELIAN DI THE RITZ-CARLTON BALI SPA. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

This research aims to analyze the influence of product, price, place, promotion, people, physical evidence, process, and the overall marketing mix (7Ps) on purchase decisions at The Ritz-Carlton Bali Spa. Furthermore, the study also aims to identify the dominant variables within the marketing mix that influence purchase decisions at The Ritz-Carlton Bali Spa. Wellness tourism, particularly in the form of spas, holds a significant position in Indonesia's tourism industry, with Bali being a prominent destination. Bali's spas attract tourists due to their unique techniques and experiences, combined with the breathtaking natural environment and preserved local wisdom. Despite the growing number of spas operating in Bali, the competitive landscape has intensified, and the marketing factors affecting purchase decisions have not been extensively explored. This research employs a quantitative approach, collecting data through questionnaires from 100 respondents who are customers of The Ritz-Carlton Bali Spa. Linear regression analysis is utilized to examine the impact of the variables within the marketing mix (7Ps) on purchase decisions. The findings indicate that price, promotion, and service processes significantly influence purchase decisions at The Ritz-Carlton Bali Spa. However, variables such as product, place, people, and physical evidence do not exhibit a significant impact. The dominant variable within the marketing mix that influences purchase decisions at The Ritz-Carlton Bali Spa is promotion, as evidenced by the calculated t-value of 3.110 and the regression coefficient of 0.719. Overall, the marketing mix (7Ps) demonstrates a substantial influence on purchase decisions, contributing to a 76.8% variance. Keywords: Marketing Mix (7Ps), Purchase Decisions, The Ritz-Carlton Bali Spa.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=id&user=FR1NIbMAAAAJ&authuser=1&scilu=&scisig=AD-1fHYAAAAAZRpaXG84KjJxKOunGb3oBGQ75LQ&gmla=AP6z3Obsul5ejdjtm4pmf7uCUPMeUy_0HEZof84s92N_-NdHG4IkFIRtCWW_02256Nev-7y98Ck_druD1qGbkvapuJPYr-ysoSDRtaL2-tvL1njfI5drYzWKYXI&sciund=18268384023116101855 SINTA ID : 6721572
Uncontrolled Keywords:	Bauran Pemasaran (7P), Keputusan Pembelian, The Ritz-Carlton Bali Spa. Marketing Mix (7Ps), Purchase Decisions, The Ritz-Carlton Bali Spa.
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
Depositing User:	Ni Made Ary Sushanti
Date Deposited:	06 Oct 2023 18:13
Last Modified:	06 Oct 2023 18:13
URI:	http://repository.upi.edu/id/eprint/109085

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