APAKAH BAURAN PROMOSI MENENTUKAN PENGAMBILAN KEPUTUSAN UNTUK MENGINAP?

Abstract

ABSTRAK

Persaingan bisnis perhotelan di masa Pandemi Virus Covid-19 menjadi semakin ketat. Agar tetap bertahan pada situasi tersebut perusahaan harus memiliki strategi pemasaran yang efektif dan efisien, salah satu caranya dengan meningkatkan kegiatan baruan promosi. Penelitian ini bertujuan mengidentifikasi pengaruh bauran promosi terhadap keputusan menginap di R Hotel Rancamaya Bogor. Penelitian ini mengunakan data kuantitatif dengan jenis penelitian asosiatif. Unit analisis yang digunakan adalah individual konsumen member Freevilage Card R Hotel Rancamaya Bogor. Pemilihan responden atau sample dilakukan dengan metode Non Probability Sampling dan menggunakan metode penarikan quota sampling dengan total 120 responden berdasarkan perhitungan rumus Solvin. Pengumpulan data dilakukan melalui observasi langsung, wawancara terhadap pihak-pihak berkepentingan, kuesioner dan pengumpulan data sekunder. Metode analisis yang digunakan adalah analisis deskriptif, uji asumsi klasik, regresi linear sederhana, uji hipotesis dan koefisien determinasi. Hasil penelitian menunjukan bahwa bauran promosi berpengaruh secara positif dan signifikan terhadap keputusan menginap. Berdasarkan uji F, bauran promosi secara simultan atau bersama-sama berpengaruh secara signifikan terhadap keputusan menginap di R Hotel Rancamaya Bogor. Selain itu bauran promosi memberikan kontribusi sebesar 61,2% terhadap keputusan menginap, sedangkan sisanya dipengaruhi 38,8% oleh faktor lain yang tidak diteliti dalam penelitian ini.

ABSTRACT

Competition in the hospitality business during the Covid-19 Virus Pandemic is becoming increasingly tight. In order to survive in this situation the company must have an effective and efficient marketing strategy, one way is by increasing new promotional activities. This study aims to identify the effect of the promotion mix on the decision to stay at R Hotel Rancamaya Bogor. This study uses quantitative data with the type of associative research. The unit of analysis used is the individual consumer member of the Freevilage Card R Hotel Rancamaya Bogor. The selection of respondents or samples was carried out using the Non Probability Sampling method and using the quota sampling method with a total of 120 respondents based on the calculation of the Solvin formula. Data was collected through direct observation, interviews with interested parties, questionnaires and secondary data collection. The analytical method used is descriptive analysis, classical assumption test, simple linear regression, hypothesis testing and coefficient of determination. The results showed that the promotion mix had a positive and significant effect on the decision to stay. Based on the F test, the promotion mix simultaneously or together has a significant effect on the decision to stay at R Hotel Rancamaya Bogor. In addition, the promotion mix contributed 61,2% to the decision to stay, while the remaining 38,8% was influenced by other factors not examined in this study.