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.
