ANALISIS STRATEGI PEMASARAN YANG EFEKTIF GUNA MENINGKATKAN HUNIAN KAMAR PADA HOTEL RAPOS PANGKALPINANG

Abstrak

     The theories carried out in this study are Management theory, Marketing Management, Marketing Strategy theory, Market Mix theory, Strategy Management, Hospitality Management, Macroeconomics

       The method used in this study is descriptive with a quantitative approach with the intention to find the relationship between independent variables and dependent variables using a statistical formula that is examining the relationship of the influence of product (product), price (product), price (price), place (location) , promotion (promotion) of the decision to stay at Rapos Hotel, Pangkalpinang. While the statistical formula used to test the hypothesis is Multiple Linear Regression Analysis. The sample in this study were 89 people from a total population of 840 people.

      The results of the study prove that: (1) there is a significant effect on product variables, price, place, promotion as evidenced by the value of Fcount (35,25)> Ftable (2,48). (2) the results of the study also prove that there is a significant influence between the product variable (product) on the decision to stay. This is evidenced by the value of tcount (3.997)> t table (1.98761). (3) The results of the study show that there is a significant effect between the variable Price (price) and the decision to stay, this is evidenced by the value of t count (3.425)> t table (1.98761). (4) the results of the study show that there is a significant influence between the place variable (location) and the t-count (-0.101)> t table (1.98761). (5) the results of the study show that there is a significant effect between the variable promotion (promotion) and the value of tcount (0.191)> t table (1.98761).