PENGARUH MARKETIGMIX 7P DAN HOTEL ATMOSPHERE TERHADAP KEPUTUSAN MENGINAP WISATAWAN DI HOTEL POHON INN MALANG

Abstract

The emergence of various types of accommodation (hotels) in Indonesia, especially in the city of Malang, JawaTimur, is one form of business development Tourism and Accommodation. Field of business that moves in Tourism is a promising business. This is because a Hotel is a complementary need in the field of services for travelers and people who want to visit1. Due to the increasingly widespread world of tourism, Hospitality Industries are always in demand. In order for entrepreneurs engaged in the Hospitality Industry to survive in business competition, The entrepreneur must be able to read, analyze and formulate also predict the Purchase Decision that the customer would expect and need. This research aims to analyze the influence of Product, Price, Place, Promotion, Person, Process, Physical Evil, General and General to Decision of Purchase at Hotel Pohon Inn Batu. This research aimswas conducted by multiple linear regression analysis method by taking samples of 100 respondents who have an average age of 17-65 years. To process and analyze data in this research is by using SPSS as software for data management. The analysis results show Product Statistics and Service Solutions (SPSS) with version 22.0 as software to process data. The result showed that the Product Variables, Processes and Physical Evidence have a positive and significant influence on Purchase Decision. Price Variable, Place, Promotion, Person, General Exterior and General Interior have a positive influence on Purchase Decision, but for the six variables have no significant effect on Purchase Decision