PENGARUH SALES PROMOTION “ITB STUDENT PRIVILEGE” TERHADAP KEPUTUSAN PEMBELIAN PRODUK

Sri Inten Mayang Komala, - (2017) PENGARUH SALES PROMOTION “ITB STUDENT PRIVILEGE” TERHADAP KEPUTUSAN PEMBELIAN PRODUK. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Industri perhotelan merupakan industri yang penting dalam kegiatan pariwisata karena dapat memberikan kontribusi besar bagi sektor pariwisata. Sheraton Bandung Hotel and Towers sebagai salah satu hotel bintang lima di Kota Bandung selalu berupaya untuk mempertahankan dan meningkatkan segala aspek penting yang menyangkut tujuan utama hotel salahsatunya mendapatkan profitabilitas. Masalah yang dihadapi oleh Sheraton Bandung Hotel and Towers adalah tingkat pembelian dan pendapatan yang mengalami penurunan dan tidak mencapai target. Oleh karena itu Sheraton Bandung Hotel and Towers harus memiliki strategi untuk mengatasi masalah tersebut. Dengan demikian peneliti memilih sales promotion sebagai salah satu solusi yang dapat diterapkan untuk meningkatkan tingkat keputusan pembelian. Dalam penelitian ini variabel indipenden (X) yang digunakan yaitu sales promotion yang terdiri dari attention, incentive dan invitation. Variabel dependen (Y) yaitu keputusan pembelian produk. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan metode yang digunakan adalah explanatory survey dan pendekatan cross sectional. Sampel dalam penelitian ini sebanyak 110 responden yaitu tamu ITB yang melakukan pembelian produk di Sheraton Bandung Hotel and Towers dengan teknik penarikan yang digunakan yaitu simple random sampling. Teknik analisis data yang digunakan adakah regresi berganda. Pelaksanaan sales promotion di Sheraton Bandung Hotel and Towers berada pada kategori tinggi, dimensi attention mendapatkan penilaian tertinggi dan penilaian terendah yaitu incentive. Kemudian tanggapan mengenai keputusan menginap di Sheraton Bandung Hotel and Towers berada pada kategori tinggi, dimensi pemilihan merek mendapatkan penilaian tertinggi dan dimensi jumlah pembelian mendapatkan penilaian terendah. Hasil penelitian menunjukkan adanya pengaruh antara sales promotion “ITB Student Privilege” dan keputusan pembelian produk. Kata Kunci : Sales Promotion, Keputusan Pembelian Produk, Sheraton Bandung, Hotel and Towers Hospitality industry is an important industry in tourism activities since it can provide substantial contribution for tourism sector. Sheraton Bandung Hotel and Towers as one of five-star hotel in Bandung which always strive to maintain and improve all the important aspects related to the main purpose of the hotel, one of which is to obtain profitability. The problems encountered by Sheraton Bandung Hotel and Towers is the purchase decision and revenue has continued to decline and did not reach the target. Hence Sheraton Bandung Hotel and Towers must have a strategy to overcome the problem. Therefore the researcher choosed sales promotion as one of the solution that can be implemented to improve the level of purchase decision and revenue. In this study, the independent variable (X) used are sales promotion consisting of attention, incentive and invitation. Dependent variable (Y) is decision of purchase decision of the ITB guest. The type of research used are descriptive and verificative with method used are explanatory survey and cross sectional approach. The sample in this study of 110 respondents that individual guests who purchase a produk at the Sheraton Bandung Hotel and Towers, the sampling technique used is simple random sampling. The data analysis technique used is multiple regression. Implementation of Sales Promotion at Sheraton Bandung Hotel and Towers is located in the high categor, the dimension of attention get the highest ratings and lowest ratings is incentive. Then the feedback regarding the purchase decisions at Sheraton Bandung Hotel and Towers is located in the high category, the dimension of the brand choice get the highest ratings and the dimension of amount of purchase to get the lowest ratings. The results showed there is a influence of sales promotion and the purchase decisions. Key words : Sales Promotion, Purchase Decisions, Sheraton Bandung Hotel and Towers

Item Type: Tugas Akhir,Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil : S MPP SRI p-2018 Pembimbing: I. Eeng Ahman, II. Dewi Pancawati N; Nim:
Uncontrolled Keywords: Sales Promotion, Keputusan Pembelian Produk, Sheraton Bandung, Hotel and Towers
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Mrs. Santi Santika
Date Deposited: 02 Sep 2019 06:39
Last Modified: 02 Sep 2019 06:39
URI: http://repository.upi.edu/id/eprint/39192

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