Pengaruh Bauran Promosi Terhadap Keputusan Pembelian Kamar Di Hotel Daima Padang

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Published Dec 31, 2019
DOI: https://doi.org/10.24036/jpk/vol11-iss02/617

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Afri Yandi Zaputra
Manajemen Perhotelan
Yuliana Yuliana

Abstract

Abstract


The purpose of research is to determine the effects of Promotion mix to Room Purchasing Decision in Hotel Daima Padang. This type of research is quantitative with associative causal methods. The population in this study is the guests who have stayed with the monthly average is 1.555 people. Sampling technique is non probability sampling, using purposive sampling method. Number of sample in this research amounted to 94 people. Data collection using a questionnaire based with Likert Scale that tasted for validity and reliability. The results showed that: (1) Promotion mix is in the good category with a parcentage of 57%, (2) Puchasing decisions are in the good category with a percentage of 71%, (3) The results of the study using the t test showed that the five indicators of the promotion mix (Advertising, Personal selling, Sales promotion, Public relation and Direct marketing) room purchasing dicisions as the dependent variable significantly with the value of R square of 0,239.


Keywords: promotion mix, puchasing decision

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How to Cite
ZAPUTRA, Afri Yandi; YULIANA, Yuliana. Pengaruh Bauran Promosi Terhadap Keputusan Pembelian Kamar Di Hotel Daima Padang. JURNAL PENDIDIKAN DAN KELUARGA, [S.l.], v. 11, n. 02, p. 38-47, dec. 2019. ISSN 2549-9823. Available at: <http://jpk.ppj.unp.ac.id/index.php/jpk/article/view/617>. Date accessed: 02 feb. 2025. doi: https://doi.org/10.24036/jpk/vol11-iss02/617.
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Vol 11 No 02 (2019): Jurnal Pendidikan dan Keluarga
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