The Effect of Association Marketing Service for Consumer to choose Lodging Hotel Cirebon Sumbawa Besar

Jurniati, Sri (2014) The Effect of Association Marketing Service for Consumer to choose Lodging Hotel Cirebon Sumbawa Besar. Masters thesis, UNSPECIFIED.

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Abstract

Nowdays Hospitality business is a commercial enterprise that can provide-profits. This creates a tight competition among hotels in Sumbawa Besar. Marketing mix are the elements or variables an organization controls to operate hospitality business. The purpose of this research was to analyze the influences of variable(s) of marketing mix in hotel Cirebon Sumbawa Besar. This study was a assosiative study based on survey results analyzed with the multiple linear regression analysis. The results of this study have indicated that the marketing mix variables simultaneously significantly influenced consumer decisions. This was shown by the coefficient of determination (R2 ) of 0.122 and 2.927 for the calculated F value was greater than the F table value (F 0.05, 7, 98) at 2.11. Based on the partial test results, marketing mix variables that have the most dominant effect in influencing consumer decisions was the product variable. This was shown by the value of the unstandardized beta coeficient which was greater than 0.310. From the results of this study, therefore, therehave been suggested that the Cirebon hotel has to improve product quality and maintain the . already prevailing prices without reducing quality of its hospitalities and cares.

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