Abstract:
Purpose – The purpose of this study is to examine the influence of the 7Ps marketing
mix which are people, physical evidence, process, price, place, product, and promotion
towards customer preference in choosing 3 stars hotel in Jakarta.
Design/Methodology/Approach – This research used quantitative method that applied
Multiple Regression. The primary data was collected by using questionnaire which was
distributed online via Google Form to people who have ever stayed at 3 stars hotel
during their holiday at Jakarta. In the end, 252 valid respondents data were collected.
Data analysis was done through validity and reliability test, followed by classical
assumption test as well as multiple regression, both to confirm the hypotheses.
Findings – Most of the 7Ps of marketing mix significantly influences customer
preference in choosing 3 stars hotel in Jakarta. The only variables which does not
significantly influence customer preference are place and promotion.
Originality/Value – This research is the first research to discuss the influence of 7Ps
of marketing mix towards customer preference in choosing 3 stars hotel in Jakarta.
While the 7Ps variables were adjusted from previous researches with the same
variables.
