THE INFLUENCE OF 7PS OF MARKETING MIX TOWARDS CUSTOMER PREFERENCE IN CHOOSING THREE STARS HOTEL IN JAKARTA

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.