Pengaruh Marketing Mix Terhadap Keputusan Pembelian Di Hotel New Hollywood Pekanbaru

Iqbal, Muhammad (2022) Pengaruh Marketing Mix Terhadap Keputusan Pembelian Di Hotel New Hollywood Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Business developments that are growing rapidly are both a challenge and a threat for business actors in order to win the competition and maintain the viability of the company. The purpose of this study was to determine the effect of the marketing mix on purchasing decisions at the New Hollywood Hotel Pekanbaru. The marketing mix variables used consist of 7Ps, namely product, price, promotion, place, people, process, and physical evidence. The research method used is descriptive quantitative research. The samples in this study were guests who stayed at the New Holywood Hotel Pekanbaru, which were obtained using a purposive sampling technique, as many as 97 hotel guests. The results of this study reveal that the Product Variable (X1) has no significant effect on purchasing decisions at the New Holywood Hotel Pekanbaru. The price variable (X2) has a significant effect on purchasing decisions at the New Holywood Hotel Pekanbaru. The place variable (X3) has a significant effect on purchasing decisions at the New Holywood Hotel Pekanbaru. Promotion variable (X4) promotion has no significant effect on purchasing decisions at Hotel New Holywood Pekanbaru. The person variable (X5) has a significant effect on purchasing decisions at the New Holywood Hotel Pekanbaru. The process variable (X6) has a significant effect on purchasing decisions at the New Holywood Hotel Pekanbaru. The physical variable (X7) has a significant effect on purchasing decisions at the New Holywood Hotel Pekanbaru.

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