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All Journal Jurnal Manajemen, Bisnis dan Organisasi (JUMBO)
Dessy Firiyani Wulandari
Program Studi Ilmu Manajemen, Program Pascasarjana, Universitas Halu Oleo
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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PENGARUH MARKETING MIX TERHADAP KEPUTUSAN KONSUMEN Dessy Firiyani Wulandari; Sudirman Zaid; Sinarwaty Sinarwaty
Jurnal Manajemen, Bisnis dan Organisasi (JUMBO) Vol 3, No 1 (2019): Jurnal Jumbo Vol 3 No 1
Publisher : Pascasarjana Universitas Halu Oleo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (481.342 KB) | DOI: 10.33772/jumbo.v3i1.8005

Abstract

This study aims to determine whether the marketing mix has a partial or simultaneous effect on consument decisions to stay at Hotel D’Blitz Kendari. The variable in this study is a marketing mix consisting of product, price, place, promotion, people, physical evidence, process, packaging, partnership and programming.The population in this study are all consument who stayed at Hotel D’Blitz Kendari. The sample in this research is 66 respondents using the theory of Malhotra (1993), the sampling technique using accidental sampling, the sampling technique based on chance that anyone who accidentally met with investigators can be used as a sample. This study uses multiple linear regression analysis using the T test and F test.The results showed that product, price, place, promotion, people, physical evidence, process, packaging, partnership and programming had a positive and significant effect on consument decisions to stay at Hotel D’Blitz Kendari partially or simultaneously. With the value of R Square (R2) of 0.819, it means 81.9%, then the proposed research hypothesis can be accepted.Keywords: marketing mix and consument decisions to stay. 
Co-Authors Sinarwaty Sunarjo Sudirman Zaid