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All Journal Cakrawala Management Business Journal
Sanggenapa, Aksamina
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH BAURAN PROMOSI DAN HARGA TERHADAP KEPUTUSAN MENGINAP KONSUMEN DI HOTEL ASTON NIU MANOKWARI Sanggenapa, Aksamina; Bopeng, Louis Soemadi; Usman, Sarah
Cakrawala Management Business Journal Vol 6 No 2 (2023): Cakrawala Management Business Journal
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Papua.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30862/cm-bj.v6i2.312

Abstract

ABSTRACT The study aims to examine and analyze the effect of the promotional mix and price on the decision to stay at the Hotel Aston Niu Manokwari. Primary data were obtained from observation, interview, and questionnaires and secondary data consisted of room rates and number of visitors in August, September and October in Aston Niu Manokwari Hotel. Research using a questionnaire, the analytical method used is Multiple Linier Regression. The sampling technique uses simple random sampling. The sampling used is 98 respondents who are costumers who have stayed at Hotel Aston Niu Manokwari. The result of this study indicate that : (1) Promotional mix has no effect on the decision to stay at the Hotel Aston Niu Manokwari; (2) the price partially has a significant effect on the decision to stay at the Hotel Aston Niu Manokwari; (3) The promotional mix and the price together affect the decision to stay at the costumers at Aston Niu Manokwari Hotel. The price variable has the greatest influence on the promotional mix variable. Based on this, the researcher suggests that the hotel can pay attention to promotional items again through sales promotions, personal selling, and direct marketing.
Co-Authors Bopeng, Louis Soemadi Usman, Sarah