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All Journal Journal of Economics, Business, & Accountancy Ventura Jurnal Ilmiah Mahasiswa FEB
Muhammad Iskandar Sjah
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Economics, Econometrics & Finance Education

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Pengaruh Bauran Promosi Terhadap Keputusan Konsumen Dalam Memilih Hotel Pelangi Malang Sebagai Tujuan Menginap (Studi Pada Hotel Pelangi Jalan Merdeka Selatan No 3 Kota Malang) Muhammad Iskandar Sjah; Fatchur Rohman
Jurnal Ilmiah Mahasiswa FEB Vol 1, No 2: Semester Genap 2012/2013
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (336.8 KB)

Abstract

Marketing mix is one of the factors that can influence consumer decisions. Studies on the hospitality marketing mix which consists of eight variables: product, partnership, people, packages, programs, location, promotion, and price to find out how big influence on consumer decisions, the study sample was 60 people. Sampling is done by using a purposive sampling method. While the method of analysis used is multiple linear regression. Regression in order to obtain good results, then prior to the regression test, first tested the validity, reliability testing and test classical assumption of normality test, multicollinearity, heteroscedasticity test. Simultaneous testing to the conclusion that of the eight variables comprising the variable product (X1), cooperation (X2), people (X3), packages (X4), programs (X5), location (X6), promotion (X7), and the price (X8), significantly influence consumer decision Pelangi Hotel Malang. The analysis also showed that only partially promotional variables that have a significant influence on consumer decision Pelangi Hotel Malang. Promotion variable (X7) is the most dominant variable, where the other variables are not significant because the hotel products necessary to rejuvenation and renewal. And too much competition in the world of hospitality as well as the challenges of competition in the room price and diverse consumer desires. Keywords: Marketing Mix and Consumer Decision
Analyzing the Influence of Service Quality towards the Brand Image, Preceived Value, and Brand Loyalty of The Costumers of Heritage Hotel in Malang Sjah, Muhammad Iskandar
Journal of Economics, Business, and Accountancy Ventura Vol. 21 No. 1 (2018): April - July 2018
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v21i1.1094

Abstract

Service quality in heritage hotel in the Malang city and brand loyalty have an important role to affect the guests to stay at the hotel, by considering competition in modern time currently. The purpose of this research is to analyze the effect of service quality on brand loyalty, brand image, perceived value, brand image affect brand loyalty, perceived value influence on brand loyalty, and the effect of service quality on brand loyalty which is mediated by brand image and perceived value at Pelangi Hotel Malang. This study uses questionnaires with a total sample of 160 respondents. To get the sample, it uses a purposive sampling. Data were analyzed  using SPSS (Statistical Package for the Social Science) version 18.0 and Smart Modeling PLS version 2.0. The results of this study indicate that there is a significant-direct effect of service quality on brand loyalty, brand image and perceived value. In addition, brand image also significantly affects brand loyalty. The results also show the effect of perceived value on brand loyalty, and service quality on brand loyalty through brand image and brand loyalty through perceived value.
Pengaruh Bauran Promosi Terhadap Keputusan Konsumen Dalam Memilih Hotel Pelangi Malang Sebagai Tujuan Menginap (Studi Pada Hotel Pelangi Jalan Merdeka Selatan No 3 Kota Malang) Sjah, Muhammad Iskandar; Rohman, Fatchur
Jurnal Ilmiah Mahasiswa FEB Vol. 1 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Marketing mix is one of the factors that can influence consumer decisions. Studies on the hospitality marketing mix which consists of eight variables: product, partnership, people, packages, programs, location, promotion, and price to find out how big influence on consumer decisions, the study sample was 60 people. Sampling is done by using a purposive sampling method. While the method of analysis used is multiple linear regression. Regression in order to obtain good results, then prior to the regression test, first tested the validity, reliability testing and test classical assumption of normality test, multicollinearity, heteroscedasticity test. Simultaneous testing to the conclusion that of the eight variables comprising the variable product (X1), cooperation (X2), people (X3), packages (X4), programs (X5), location (X6), promotion (X7), and the price (X8), significantly influence consumer decision Pelangi Hotel Malang. The analysis also showed that only partially promotional variables that have a significant influence on consumer decision Pelangi Hotel Malang. Promotion variable (X7) is the most dominant variable, where the other variables are not significant because the hotel products necessary to rejuvenation and renewal. And too much competition in the world of hospitality as well as the challenges of competition in the room price and diverse consumer desires. Keywords: Marketing Mix and Consumer Decision
Co-Authors Fatchur Rohman Fatchur Rohman