THE IMPACT OF MARKETING MIX TOWARDS MUSLIM'S CUSTOMER PREFERENCE IN CHOOSING HOTEL IN JAKARTA

Abstract

The purpose of this research is to find the Impact of 7Ps of Marketing Mix towards Muslim's Customer Preference in Choosing Designated Hotel in Jakarta. A total of 154 valid online questionnaires were obtained to empirically test the structural model of the research. People,Physical Evidence, Process, Price, Place, Product, Promotion are considered to be the independent variables while Costumer Preference is considered to be the dependent variable. The questionnaire used Likert scale (1 – 5; Strongly Disagree – Strongly Agree) with the purposive sampling method in Jakarta area only. Data analysis is done through validity and reliability test, followed by classic assumption test as well as multiple regression, both to confirm the hypotheses. The result confirms that People, Physical Evidence and Process influence significantly on the Costumer Preference. The study focuses on Muslim people around Jakarta area only, and should know and understand about shariah hotel.