Search Repository UNIVERSITAS MH.THAMRIN

ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran jasa terhadap keputusan konsumen menginap pada Hotel Prama Grand Preanger Bandung. Total sampel terkumpul sebanyak 100 responden. Data yang terkumpul dianalisa menggunakan uji validalitas & reliabilitas data, selanjutnya dilakukan pengecekan dengan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa produk, harga, lokasi, promosi, orang, bukti fisik dan proses secara bersama-sama (simultan) berpengaruh signifikan terhadap keputusan menginap. Secara parsial produk, harga, lokasi, promosi, orang, bukti fisik dan proses berpengaruh signifikan positif terhadap keputusan menginap pada Hotel Prama Grand Preanger Bandung. Hasil uji analisis korelasi dimensi didapatkan hasil yang lebih dominan, dimensi kinerja produk memiliki korelasi yang kuat terhadap dimensi pemilihan merek. Dimensi kesadaran nilai fisik produk memiliki korelasi yang kuat terhadap dimensi penentuan waktu menginap. Dimensi lalulintas memiliki korelasi yang kuat terhadap dimensi penentuan waktu menginap. Dimensi promosi penjualan memiliki korelasi yang kuat terhadap dimensi pemilihan saluran pembelian. Dimensi jaminan memiliki korelasi yang sangat kuat terhadap dimensi pemilihan merek. Dimensi other tangible memiliki korelasi yang kuat terhadap dimensi pemilihan saluran pembelian. Dimensi kecepatan memiliki korelasi yang kuat terhadap dimensi penentuan waktu menginap pada keputusan konsumen menginap di Hotel Prama Grand Preanger Bandung.
Kata Kunci : Produk, Harga, Lokasi, Promosi, Orang, Bukti Fisik, Proses, Keputusan Menginap.

ABSTRACT
This reseach head of for analysis of effect of marketing mix to purchase decision to stay at Hotel Prama Grand Preanger Bandung. Total samples collected by 100 respondents. Data ware analyzed using validity and reliability of data subsequently be checked by multiple linier regression analysis. Research shows that the product, price, place, promotion, people, physical evidence, and process together (simultaneously) significantly effect the decision to stay. Partial product, price, place, promotion, people, physical evidence and process a positive significant effect on the decision to stay at the Hotel Prama Grand Preanger Bandung. Dimensional correlation analysis test result showed a more dominant. Dimensions of product performance have a strong correlation with the dimensions of brand choice. Dimensional value consciousness has a strong correlation with dimensions of timing stay. Dimensional traffic has a strong correlation with the dimensions of the timing stay. Dimensional sales promotion has a strong correlation to the dimensions of the purchase channel selection. Assurance dimension has a strong correlation to the dimensions of brand choice. The dimensions of tangible has a strong correlation with the dimensions of the purchase channel selection. Dimensional of velocity has a strong correlation with the dimensions of the timing of the consumen decision to stay at the Hotel Prama Grand Preanger Bandung.
Keywords: Product, Price, Place, Promotion, People, Physical Evidence, Process, Decision to Stay.