<![CDATA[Abstrak: Pesatnya pertumbuhan industri perhotelan yang sebagian besar berfokus pada hotel budget di kawasan Surabaya pusat menyebabkan persaingan ketat terjadi di antara hotel – hotel tersebut. Penelitian ini dilakukan untuk mengetahui faktor bauran pemasaran yang berpengaruh signifikan terhadap minat beli konsumen hotel budget di kawasan Surabaya pusat. Metode yang digunakan dalam penelitian ini adalah kuantitatif kausal dengan analisis statistik deskriptif dan regresi linier berganda. Peneliti menemukan bahwa faktor produk, harga, dan promosi berpengaruh positif dan signifikan terhadap minat beli konsumen. Promosi merupakan faktor yang paling berpengaruh terhadap minat beli konsumen hotel budget di kawasan Surabaya pusat. Abstract: The rapid growth of hospitality industry, which lately more focusing on hotel budget in the center of Surabaya, causing a very high competition between those hotels. This research is done to get to know which marketing mix factor has significant effect towards customer’s buying intention of hotel budget in the center of Surabaya city. The data processing method is done with quantitative causal with analitical descriptive statistic and multiple linear regression. Researchers find out that product, price, and promotion has positive and significant impact towards customer’s buying intention. Promotion is the most influential factor towards customer’s buying intention of hotel budget in the center of Surabaya city. ]]>
