PENGARUH STRATEGI MARKETING TERHADAP MINAT BELI KONSUMEN DI HOTEL JAVA PALACE CIKARANG

Abstract

The hotel industry is one of the economic sectors that are part of the nation's national development. Tourism is currently becoming a world trend directed at the meeting industry, lodging, and private events. Java Palace Hotel is one of the 4-star hotels in Cikarang and is an independent hotel that grows among hotel hotel management. The purpose of this study is to examine the effect of marketing strategies that have 4 variables, namely product, price, promotion and branding (as independent variables) on consumer buying interest in the Java Palace Hotel. The form of research used is quantitative research. Data was collected with a structured questionnaire distributed to 125 respondents. The tests conducted in this study are validity and reliability test (as pretest), classic assumption test, multiple linear analysis test and hypothesis test. The results of this study can be concluded that 3 of the 4 hypotheses have a significant effect on consumer buying interest, namely product, price and promotion, while the other 1 hypothesis is branding does not have a significant effect on patient satisfaction and the adjusted R square results of all independent variables have a significant effect of 27 , 9%