An analysis of marketing mix to the decision of staying at Inna Grand Bali Beach Sanur



By : Ni Wayan Awinasi

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Faculties : Fakultas Ekonomi dan Bisnis

Department : S1 Manajemen

Tourism development led to increasing competition among businessman that engaged in field tourism, especially those related to accommodation providers, such as hotels. Hotels are certainly going to be competing for the existing market optimally. The company competitive advantage is absolutely needed in competing with other companies. Marketing has become a very important subject in our daily life in line with the development of the economy. Marketing is a human activity that is aimed to meet the needs and desires through the exchange process, which consists of a product , place, price, and promotion, people, physical evidence , and the process so that it becomes seven elements (7P). The marketing mix should be managed well because it affect the tourists decision to stay. The purpose of this study was to describe the influence simultaneously and partially from variable of marketing mix consisting of product, price, place, promotion, people, physical facilities, and the process of the decision to stay at the Hotel Inna Grand Bali Beach. Respondents in this research were 160 tourists using purposive sampling technique. Data collection methods used in this study is observation and questionnaires. The test of the research instruments used are test of validity and reliability of the instrument. Data analysis technique used are factor analysis, multiple linear regression analysis and classical assumption were processed using SPSS version 15.00. Based on the test of validity and reliability, it is showed that the instrument used in the study is valid and reliable. The analysis showed that the entire marketing mix factors influences simultaneously and partially to the decision to stay at the Hotel Inna Grand Bali Beach. But the suitability of price variable influence dominantly on the decision to stay tourists at Inna Grand Bali Beach. Suggestions that can be submitted in this research is the leadership needs to to adjust the products as well as better service to match the set price. So tourists are becoming increasingly satisfied and comfortable to stay at the Hotel Inna Grand Bali Beach. The necessity of more intensive efforts to promote and improve the quality of human resources (employee) Hotel Inna Grand Bali Beach.

Keyword : marketing mix, product, price, place, promotion, people, physical facilities, process, decision to stay

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