PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN MENGINAP DI HOTEL GRAND INNA TUNJUNGAN SURABAYA

Abstract

This research aimed to find out the effect of marketing mix on the decision of staying at
Grand INNA hotel, Tunjungan, Surabaya. The research was quantitative. While the data
sources were respondents’ answers. Meanwhile, the population was consumers who stayed
at Grand INNA hotel, Tunjungan, Surabaya. Moreover, the data collection technique used
purposive sampling. In line with that, there were 98 respondents as the sample. Furthermore,
the data analysis technique used multiple linear regression. Additionally, the instrument
testing used validity and reliability test with SPSS 23.0. Based on the hypothesis test result, it
concluded that product had a positive and significant effect on the decision of staying at
Grand INNA hotel, Tunjungan, Surabaya. Likewise, price had a positive and significant effect
on the decision of staying Grand INNA hotel, Tunjungan, Surabaya. Similarly, location had a
positive and significant effect on the decision of staying at Grand INNA hotel, Tunjungan,
Surabaya. In addition, promotion as well as people, process, and physical evidence had a
positive and significant effect on the decision of staying at Grand INNA hotel, Tunjungan,
Surabaya.