“PENGARUH SALES PROMOTION “GROUPON VOUCHER” TERHADAP KEPUTUSAN PEMBELIAN PRODUK BANANA INN HOTEL BANDUNG” (Surveiterhadapwisatawanyang memutuskanmembelivoucherproduk Banana Inn Hotel Bandung)

Sinaga, Yessi Junida (2015) “PENGARUH SALES PROMOTION “GROUPON VOUCHER” TERHADAP KEPUTUSAN PEMBELIAN PRODUK BANANA INN HOTEL BANDUNG” (Surveiterhadapwisatawanyang memutuskanmembelivoucherproduk Banana Inn Hotel Bandung). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Indonesia adalah Negara yang kaya akan wisata baik keindahan alam maupun keberagaman budaya. salah satu kota tujuan wisata yang banyak diminati oleh wisata adalah Bandung. Kota bandung sebagai kota yang banyak dikunjungi oleh wisatawan memerlukan adanya sarana akomodasi diantaranya, hotel. Jumlah hotel di Bandung berkembang sangat pesat, sehingga mengakibatkatkan tingginya persaingan, dan setiap hotel harus bisa bersaing dengan hotel lainnya. Banana Inn Hotel adalah salah satu hotel berbintang empat di Bandung yang mengalami penurunan pendapatan selama dua tahun terakhir, hal ini diakibatkatkan banyaknya pesaing-pesaing yang lebih menarik perhatian tamu. Salah satu upaya yang dilakukan oleh Banana Inn Hotel untuk meningkatkan pendapatan tersebut dengan meningkatkan keputusan pembelian produk adalah dengan melakukan promosi penjualan melalui Groupon voucher. Variabel independent dalam penelitian ini yaitu sales promotion (X1) dan keputusan pembelian produk sebagai (Y).Teknik pengumpulan data dilakukan melalui kuesioner. Jenis penelitian ini bersifat deskriptif dan verifikatif dengan metode yang digunakan explanatory survey. Sampel dalam penelitian ini sebanyak 100 tamu yang memutuskan membeli voucher produk melalui groupon dengan teknik penarikan sampel yang digunakan yaitu stratified random sampling. Teknik analisis data yang digunakan yaitu regresi sederhana dengan menggunakan software computer SPSS 20 for windows. hasil penelitian diketahui bahwa groupon voucher memiliki pengaruh yang signifikan terhadap keputusan pembelian produk Banana Inn Hotel. Kata Kunci: Sales Promotion, Keputusan Pembelian Produk Indonesia is a rich country in natural beauty as well as travel both cultural and diversity. One of the tourist destination that visited most in Bandung. As a big city that visited by many people, Bandung needs some acomodations, for instance hotels.The number of hotels in Bandung is growing very rapidly that caused the higher competition, and every hotel should be able to compete with other hotels. Banana Inn Hotel is one of the four-star hotels in Bandung, which decreased revenues during the last two years, it is caused by number of competitors that attract more guests. One of the efforts made by the Banana Inn Hotel is to increase revenue by improving product purchasing decisions is to do sales promotions through Groupon voucher. The independent variable in this study, namely sales promotion (X1) and product purchasing decisions as (Y) .Teknik of data collection was conducted through a questionnaire. This research is descriptive and verification methods used explanatory survey. The sample in this study was 100 guests who decided to buy the product through groupon voucher sampling technique used is stratified random sampling. Data analysis technique used is a simple regression using computer software SPSS 20 for windows. The survey results revealed that the groupon vouchers have a significant impact on product purchasing decisions Banana Inn Hotel. Keywords: Sales Promotion, Product Purchasing Decisions

Item Type: Skripsi Tesis Atau Disertasi (S1)
Additional Information: No. Panggil: S_MPP_SIN p-2015; Pembimbing : I. Ridwan Purnama, II. Dewi Pancawati
Uncontrolled Keywords: Sales Promotion, Keputusan Pembelian Produk, Voucher
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan
Depositing User: Mr. Cahya Mulyana
Date Deposited: 08 Jun 2016 07:50
Last Modified: 08 Jun 2016 07:50
URI: http://repository.upi.edu/id/eprint/20231

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