PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN MENGINAP DI HOTEL PARAI PURI TANI MARTAPURA

Nabila Madina, - (2021) PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN MENGINAP DI HOTEL PARAI PURI TANI MARTAPURA. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Tujuan dari penelitian ini yaitu untuk menganalisis bagaimana bauran pemasaran jasa yang ada di Hotel Parai Puri Tani Martapura dan juga menganalisis pengaruh bauran pemasaran jasa terhadap keputusan menginap. Metode penelitian yang digunakan yaitu kuantitatif dan menggunakan analisis regresi linear berganda yang sebelumnya menggunakan beberapa uji asumsi klasik dengan jumlah responden sebanyak 101 orang. Teknik sampling yang digunakan purposive sampling dengan populasi responden merupakan tamu yang pernah menginap di Hotel Parai Puri Tani Martapura. Teknik analisis data dengan teknik analisis deskriptif dan inferensial. Hasil penelitian ini menunjukkan bahwa bauran pemasaran secara simultan pada hotel ini tergolong baik dan juga terdapat pengaruh yang positif antara bauran pemasaran jasa dengan keputusan menginap di Hotel Parai Puri Tani Martapura. Selain itu, secara parsial enam dimensi bauran pemasaran jasa yang mencakup produk, harga, promosi, partisipan, proses, bukti fisik berpengaruh terhadap keputusan menginap. Namun, lokasi tidak berpengaruh terhadap keputusan menginap di Hotel Parai Puri Tani. Untuk meningkatkan keputusan menginap tamu, pada penelitian ini perlu untuk lebih meningkatkan bauran pemasaran dari dimensi product, price, place, promotion, people, process, physical evidence terlebih dahulu, khususnya dari dimensi price, dengan menetapkan harga sewa kamar yang bisa lebih terjangkau dan sesuai dengan pelayanan dan produk serta fasilitas yang disediakan. Kata Kunci : Bauran Pemasaran, Jasa, Keputusan Menginap, Persepsi Tamu The purpose of this study is to analyze how the service marketing mix at the Parai Puri Tani Martapura Hotel and also to analyze the influence of the service marketing mix on the decision to stay. The research method used is quantitative and uses multiple linear regression analysis which previously used several classical assumption tests with a total of 101 respondents. Data analysis techniques with descriptive and inferential analysis techniques. The sampling technique used was purposive sampling with the respondent population being guests who had stayed at the Parai Puri Tani Martapura Hotel. The results of this study indicate that the simultaneous marketing mix at this hotel is classified as good and there is also a positive influence between the service marketing mix and the decision to stay at the Parai Puri Tani Martapura Hotel. In addition, partially the six dimensions of the service marketing mix which include product, price, promotion, participants, process, physical evidence affect the decision to stay. However, location does not affect the decision to stay at the Parai Puri Tani Hotel. To improve guest stay decisions, in this study it is necessary to further improve the marketing mix from the product, price, place, promotion, people, process, physical evidence dimensions first, especially from the price dimension, by setting room rental prices that can be more affordable and appropriate. with the services and products and facilities provided. Keywords: Marketing Mix, Service, Stay Decision, Guest Perception

Item Type:	Thesis (S1)
Uncontrolled Keywords:	Bauran Pemasaran, Jasa, Keputusan Menginap, Persepsi Tamu, Marketing Mix, Service, Stay Decision, Guest Perception
Subjects:	G Geography. Anthropology. Recreation > GT Manners and customs L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
Depositing User:	Nabila Madina
Date Deposited:	30 Jun 2022 02:35
Last Modified:	30 Jun 2022 02:35
URI:	http://repository.upi.edu/id/eprint/73049

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