The Influence of Advertising, Sales Promotion and Personal Selling Toward Purchasing Decision to Hotel Stay in East Java

Authors

  • Dina Mayasari Soeswoyo Sekolah Tinggi Pariwisata Bogor
  • Choiri Amalia Sekolah Tinggi Pariwisata Bogor

DOI:

https://doi.org/10.55927/eajmr.v2i3.3208

Keywords:

Advertising, Personal Selling, Sales Promotion, Purchasing Decision, Hotel Stay

Abstract

This study aims to identify the effect of advertising, sales promotion and personal selling on the decision of guests to stay at a hotel in East Java. Data was collected through questionnaires, observation, documentation and literature review from March to July 2022. Data were analyzed quantitatively using multiple and simple linear regression techniques. The results showed that simultaneously, advertising, sales promotion and personal selling have a significant effect on purchasing decisions. However, partially, the Sales promotion variable has no significant effect, while Advertising and Personal Selling have a significant effect on the guest's decision to stay at Hotel Ilona.

Author Biography

Choiri Amalia, Sekolah Tinggi Pariwisata Bogor

 

 

References

Bezabih, Y. (2021). The Effects of Integrating Marketing Communication of Performance of Hotel In Ethiopia-The Case of Selected Hotels in Addis. St. Mary’s University-Addis Ababa.

Dinas Pariwisata (Kota Batu). (2020). Gambaran Umum Kota Batu. Batu.

Khanfar, I. A. (2016). The effect of promotion mix elements on Consumers Buying Decisions of Mobile Service : The case of Umniah Telecommunication Company at. European Journal of Business and Management, 8(5), 94–100. www.iiste.org

Kotler, P., Bowen, J. T., & Maken. (2014). Marketing for Hospitality and Tourism (6th ed.). Pearson Education Limited.

Kotler, P., & Keller, K. (2012). Marketing Management (12th ed.). Pearson Prentice Hall. Ltd.

Martha, R. E., Evanita, S., & Patricia, D. (2019). The Influence of Promotion Mix towards Purchasing Decision of Indihome product in Telkom Region of Padang City. 64(2014), 686–690. https://doi.org/10.2991/piceeba2-18.2019.53

Nakarmi, A. (2018). Effect of Sales Promotion on Consumer Behaviour. SEINÄJOKI UNIVERSITY.

Nangoy, C. L., & Tambunan, W. J. F. A. (2018). the Effect of Advertising and Sales Promotion on Consumer Buying Decision of Indovision Tv Cable Provider. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(3), 1228–1237.

Sagala, C., Destriani, M., Putri, U. K., & Kumar, S. (2014). Influence of Promotional Mix and Price on Customer Buying Decision toward Fast Food Sector : A survey on University Students in Jabodetabek ( Jakarta , Bogor ,Depok, Tangerang, Bekasi) Indonesia. International Journal of Scientific and Research Publications, 4(1), 1–7.

Situmeang, R. R., Yosserlyn, Adelia, V., & Shella. (2020). The Effect of Price, Sales Promotion and Personal Selling on the Daihatsu Sirion Purchase Decision at PT Capella Medan. Jurnal Mantik, 4(2), 1212–1216. https://iocscience.org/ejournal/index.php/mantik

Soeswoyo, D. M., & Nurmawanti, D. (2016). Marketing Stimuli Yang Berpengaruh Terhadap Keputusan Pembelian Paket Wisata Domestik Grup. Jurnal Pariwisata, III(2), 82–93. https://ejournal.bsi.ac.id/ejurnal/index.php/jp/article/view1469

Soeswoyo, D. M., & Tumbelaka, D. (2020). Dampak Promosi Digital Line Terhadap Keputusan Pembelian Pelanggan Dunkin Donuts. Journal FAME: Journal Food and Beverage, Product and Services, Accomodation Industry, Entertainment Services, 3(1). https://doi.org/10.30813/fame.v3i1.2162

Srivastava, N. (2017). Advertisement Influence and Purchase Decision of The Consumers in India. International Research Journal of Engineering and Technology, 4(5), 2424–2427.

Sugiyono. (2019). Metode Penelitian Kuantitatif. Alfabeta Susatyo.

Sumitra, E., & Nellyaningsih. (2020). Pengaruh Personal Selling Terhadap Keputusan Pembelian Meeting Package Di Hotel Aston Pasteur Bandung Tahun 2020. EProceedings …, 6(2), 1327–1333.

Tumbelaka, J. N. (2018). The Influence Of Discount, Advertising, And Personal Selling to Decision to Stay at Gran Central Hotel Manado [Universitas Katolik De La Salle Manado].

Downloads

Published

2023-03-25

How to Cite

Soeswoyo, D. M., & Choiri Amalia. (2023). The Influence of Advertising, Sales Promotion and Personal Selling Toward Purchasing Decision to Hotel Stay in East Java. East Asian Journal of Multidisciplinary Research, 2(3), 1005–1018. https://doi.org/10.55927/eajmr.v2i3.3208

Issue

Vol. 2 No. 3 (2023): March 2023

Section

Articles

License

Copyright (c) 2023 Dina Mayasari Soeswoyo, Choiri Amalia

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Most read articles by the same author(s)