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.