ANALISIS KONTRIBUSI PERIKLANAN, PENJUALAN PRIBADI SERTA PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN CORPORATE BOOKER DI AXIA SOUTH CIKARANG

Abstract

Based on statistical data of 2016 the occupancy rate of hotel rooms in kabupaten Bekasi has decreased compared to previous year, this decline of occupancy rate also happened at serviced apartment Axia South Cikarang. This research is using quantitative method, and aims to know the impact of Advertising, Personal Selling and Sales Promotion to Purchase Decision by corporate booker in Axia South Cikarang. The results of this study is expected to be a reference for Axia South Cikarang management, author herself, and academic interests of President University about variable that has contribution towards purchasing decisions conducted by corporate booker in order to be developed to increase the occupancy rate. The population of this study is the corporate booker who has booked at least a room at Axia South Cikarang before, the sample is determined by non-probability sampling technique which is purposive sampling. Primary data collected through questionnaire instruments. Then the data were analyzed using SPSS application system with multiple linear regression technique. The result of the research shows the impact of independent variables to Purchasing Decision by corporate booker as the dependent variable simultaneously equal to 56,4%. Partially only Advertising and Sales Promotion variables that have impact on Purchase Decision by corporate booker, while Personal Selling variable has no impact.