PENGARUH FAKTOR-FAKTOR PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KAMAR TAMU

Abstract

This study is based on the decrease in occupancy rate of guest rooms from January to
June 2016. The purpose of research is to: (1) Knowing how a promotion at Savali Hotel Padang,
(2) Knowing how the purchasing decision of the guest room at Savali Hotel Padang, (3)
Analyze how the influence of factors in promotion of purchasing decision the guest room at
Savali Hotel Padang, (4) Analyze how the influence of advertising against the decision of
purchase the guest room at Savali Hotel Padang, (5) Analyze how a sales pitch against the
decision of the purchase the guest at Savali Hotel Padang, (6) Analyze how a marketing directly
the purchasing decision of the guest room at Savali Hotel Padang. This type research is a sort of
descriptive set of quantitative.Technique Sampling is purposive sampling as many 83 people.
The gathering data using the questionnaire based on the scale of likert that has proven its
validity and reliability. This research result indicates: (1) Promotion by Savali Hotel Padang,
including category of pretty, with average scores 36,87%, (2) The Purchasing decision of the
guest room at Savali Hotel Padang the categorized as well, an average score 52,6%, (3) In
partial on 3 indicators, indicator of the most influential of the purchasing decision is an indicator
direct marketing by 1,120%, (4) The advertising effect negative with a value of 0,183%, (5) The
promotion of sales to a positive effect on 0,980%, (6) Direct marketing have a positive influence
of 1,120%.
Keywords: Promotion, Purchasing Decision