PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN MENGINAP DI HOTEL ANDITA SYARIAH SURABAYA

Abstract

The hotel service industry has grown rapidly. As consequence, this condition encourages the businessman to improve their product. Andita Syariah hotel has strategic position, affordable price and good promotion activity. However it cannot attract the customers intention to stay. While, this research aimed to find out the effect of mix marketing on decision of staying of Andita Syariah Hotel Surabaya. Marketing is an important aspect for the continuity of business organization. Unfortunately, a good service offered by the company would not be effective when it did not have any good marketing. Moreover, the population was 98 respondents. In addition, the sampling collection technique used purposive sampling. Furthermore, the instrument used questionnaire as the primary data. For the research result, it concluded product, price, promotion, Physical evidence and process had affected on the decision to stay with significance level of ≤ 0,05. In brief, product, price, promotion, physical evidence and process had affected on the decision to stay. In addition, it expected that the hotel should improve their product quality, promotion quality, environment, service and price in order to get the customers interested to stay at Andita Syariah Hotel Surabaya.

Keywords : produk, price, promotion, decision of staying