The Influence Of Marketing Mix On Guest Purchase Decisions At Gumilang Regency Bandung Hotel

DOI

10.2991/icoborot-18.2019.33How to use a DOI?

Keywords

Marketing Mix, Guest Purchasing Decision

Abstract

Tourism business are developed rapidly in Indonesia and have contributed substantially so it can be said that tourism is the largest contributor in the service sector of international tourism. Hospitality service is one of the accommodation services that support the tourism industry. Therefore, the tourism industry without the presence of hotels will face some obstacles. This research is a quantitative approach with descriptive verification method. This study was conducted to hotel guests who stay a population of 53.339 and a sample of 100 guests. The analysis techniques used is multiple regression analysis. The results of this study indicate that: 1) Marketing Mix at Gumilang Regency Hotel is quite good; 2) Guest Purchasing Decisions at Gumilang Regency Hotel are quite good; 3) The Effect of Marketing Mix on Guest Purchasing Decisions at Gumilang Regency is quite good. Simultaneously there is a significant relationship between marketing influence the decision of a guest’s stay at 58,4% and 41,6% were influenced by other variables not studied.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Mustika Permatasari
PY  - 2019/12
DA  - 2019/12
TI  - The Influence Of Marketing Mix On Guest Purchase Decisions At Gumilang Regency Bandung Hotel
BT  - Proceedings of the 1st International Conference One Belt, One Road, One Tourism (ICOBOROT 2018)
PB  - Atlantis Press
SP  - 127
EP  - 134
SN  - 2352-5428
UR  - https://doi.org/10.2991/icoborot-18.2019.33
DO  - 10.2991/icoborot-18.2019.33
ID  - Permatasari2019/12
ER  -