Gamiarsi, Resti (2016) PROGRAM PEMASARAN LANGSUNG GRAND HOTEL PREANGER BANDUNG DALAM UPAYA MENINGKATKAN KEPUTUSAN MENGGUNAKAN MEETING PACKAGE. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Permasalahan yang dikaji dalam penelitian ini adalah penurunan tingkat penjualan meeting package di Grand Hotel Preanger Bandung, permasalahan ini harus dapat diatasi agar tidak menjadi hambatan bagi perusahaan. Penelitian ini bertujuan untuk mengetahui gambaran mengenai program pemasaran langsung, gambaran keputusan menggunakan meeting package Grand Hotel Preanger Bandung, dan bagaimana pengaruh program pemasaran langsung Grand Hotel Preanger Bandung dalam upaya meningkatkan keputusan menggunakan meeting package. Penelitian ini menggunakan metode deskriptif dan verifikatif. Jumlah sampel dalam penelitian ini adalah 44 responden yang menggunakan meeting package di Grand Hotel Preanger Bandung. Teknik pengambilan sampel yang digunakan adalah disproportionate stratified random sampling. Teknik analisis yang digunakan adalah koefisien korelasi Pearson’s product moment dan analisis regresi sederhana. Pengujian hipotesis dalam penelitian ini menggunakan uji t. Hasil penelitian menunjukan mengenai program pemasaran langsung, keputusan menggunakan meeting package Grand Hotel Preanger Bandung, dan pengaruh program pemasaran langsung Grand Hotel Preanger Bandung dalam upaya meningkatkan keputusan menggunakan meeting package. Hasil penelitian menunjukan kinerja program pemasaran langsung Grand Hotel Preanger Bandung berada dalam kategori baik dan keputusan menggunakan meeting package Grand Hotel Preanger Bandung juga berada dalam kategori baik. Hasil perhitungan korelasi antara variabel program pemasaran langsung (X) memiliki hubungan yang positif dengan variabel keputusan menggunakan meeting package (Y) yang termasuk ke dalam tingkat hubungan kuat. Hasil perhitungan analisis regresi sederhana diketahui bahwa 37,0% program pemasaran langsung dipengaruhi oleh keputusan menggunakan meeting package, selanjutnya sisanya (100% - 37,0% = 63,0%) dipengaruhi oleh faktor-faktor lain yang tidak diteliti oleh penulis. Program pemasaran langsung Grand Hotel Preanger Bandung berpengaruh terhadap peningkatan keputusan menggunakan meeting package. Kata Kunci: program pemasaran langsung, keputusan pembelian, supplier selection Issues examined in this study is a reduction level of sales meeting package at the Grand Hotel Preanger Bandung, this problem should be solved in order not to be an barrier for the company. This study aims to describe the direct marketing program, the decision to use meeting package overview Grand Hotel Preanger Bandung, and how the influence of a direct marketing program Grand Hotel Preanger Bandung in order to improve the decision to use the meeting package. This study uses descriptive and verification methods. The number of samples in this study were 44 respondents who use the meeting package at the Grand Hotel Preanger Bandung. The sampling technique used was disproportionate stratified random sampling. The analysis technique used is the coefficient of Pearson's product moment correlation and simple regression analysis. Hypothesis testing in this research using t test. The results show the direct marketing program, the decision to use meeting package Grand Hotel Preanger Bandung, and the influence of direct marketing program Grand Hotel Preanger Bandung in order to improve the decision to use the meeting package. The result show continuum line direct marketing program Grand Hotel Preanger Bandung in either category and continuum line the decision to use meeting package Grand Hotel Preanger Bandung also be in either category. The calculation result of correlation between direct marketing program variable (X) has a positive relationship with the decision variables using the meeting package (Y) which belong to the level of a strong relationship. The calculation result of simple regression analysis known that 37.0% of marketing programs directly affected by the decision to use the meeting package, then the rest (100% - 37.0% = 63.0%) influenced by other factors not examined by the author. Direct marketing program Grand Hotel Preanger Bandung decisions affect the increased use meeting package. Keywords: direct marketing programs, purchasing decisions, supplier selection
| Item Type: | Thesis (S1) |
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| Additional Information: | No. Panggil : S PEM GAM p-2016; Pembimbing : I. Vanessa Gaffar |
| Uncontrolled Keywords: | pemasaran langsung, keputusan pembelian, supplier selection |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Perkantoran |
| Depositing User: | Mrs. Neni Sumarni |
| Date Deposited: | 16 Feb 2017 01:42 |
| Last Modified: | 16 Feb 2017 01:42 |
| URI: | http://repository.upi.edu/id/eprint/22960 |
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