PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT, SOCIAL MEDIA MARKETING, DAN PRICE DISCOUNT TERHADAP KEPUTUSAN MENGINAP KONSUMEN DI HOTEL INSUMO PALACE KOTA KEDIRI - Putri Arimbi Puspitaningrum; Indah Listyani; Indah Yuni Astuti (Cahaya Ilmu Bangsa, 2024)
The purpose of this research is to determine the influence Customer Relationship Management (CRM), social media marketing, And Price Discount on Consumers' Staying Decisions at the Insumo Palace Hotel, Kediri City. The population in this study were consumers who made reservations at the Insumo Palace Hotel, Kediri City during August-September 2023, where the sample size was 90 respondents. The data collection technique used in this research is a questionnaire with sampling using techniques Purposive sampling secara accidental sampling. The analysis techniques used in this research are instrument testing, classical assumption testing, multiple linear regression testing, hypothesis testing, and coefficient of determination (R2). The results of this research show that Customer Relationship Management (CRM) And social media marketing positive and significant on consumers' decision to stay at the Insumo Palace Hotel, Kediri City, however Price Discount shows no significance to consumers' overnight decisions and simultaneously Customer Relationship Management, Social Media Marketing, Price Discount has a significant effect on consumers' decision to stay at the Insumo Palace Hotel, Kediri City. Tujuan dari penelitian ini adalah untuk mengetahui Pengaruh Customer Relationship Management (CRM), social media marketing, Dan Price Discount terhadap Keputusan Menginap Konsumen Di Hotel Insumo Palace Kota Kediri. Populasi dalam penelitian ini adalah konsumen yang melakukan pemesanan di Hotel Insumo Palace Kota Kediri selama bulan Agustus-September 2023, dimana jumlah sampel sebanyak 90 responden. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner dengan pengambilan sampel menggunakan teknik Purposive sampling secara accidental sampling. Teknik analisis yang digunakan dalam penelitian ini adalah uji Instrumen, uji asumsi klasik, uji regresi linear berganda, uji hipotesis, dan koefisien determinasi (R2). Hasil penelitian ini menunjukkan bahwa Customer Relationship Management (CRM) dan social media marketing positif dan signifikan terhadap keputusan menginap konsumen di Hotel Insumo Palace Kota Kediri , akan tetapi Price Discount menunjukan tidak signifikan terhadap keputusan menginap konsumen dan secara simultan Customer Relationship Management, Social Media Marketing, Price Discount berpengaruh signifikan terhadap Keputusan Menginap Konsumen di Hotel Insumo Palace Kota Kediri.