PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN HOTEL DI SURABAYA ( STUDI KASUS PADA FAVE HOTEL )

Abstract

This thesis is aiming to know how the impact of marking mix (7P) that consist of product, price, place, promotion, people, physical evidence, dan process toward purchasing decision of service hotel on fave mex hotel surabaya. The sample that is being used in this thesis is the user of fave mex hotel surabaya services within 6 months in the range age of 18-60 years, have income and lives outside surabaya to 155 respondent. To analyze and to process the data in this thesis, therefore using Structural Equation Modeling (SEM) AMOS 16.0 software. The analysis result shows that product, price, place, promotion, People, Physical Evidence, dan Process gives positive affection toward purchasing decision. The Empirical research indicates that the variable of price, physical evidence, promotion and place has significant affection because it has coefficient regression above 0.200, but there are also variables that doesn’t give significant affection toward purchase decision, they are the variable of Product, People, dan Process.