The Effect of Integrated Marketing Communication on the Intentions to Reserve Rooms at Hotels in Denpasar-Bali Ni Nyoman Rusmiati (a*), Ida I Dewa Ayu Mas Manik Sastri (b), Luh Kade Datrini (c)
Universitas Warmadewa, Bali, Indonesia
info[at]warmadewa.ac.id
Abstract
Bali is one of the centers of natural and cultural tourism with beautiful panorama, thereby making it easy to locate supporting facilities such as hotels in Denpasar, as the center of Bali in Indonesia. Integrated Marketing Communication (IMC), which is an important concept used to carefully deliver clear and consistent messages on a company^s goods and services, is also utilized by this city. Therefore, the purpose of this study is to determine the effect of Advertising (X1), Sales Promotion (X2), Experiences (X3), Public Relations & Publicity (X4), Interactive Marketing (X5), Word of Mouth (X6) and Personal Selling (X7) ) on the Intention to reserve rooms (Y) at Hotels in Denpasar. The data analysis technique used is multiple linear regression analysis. The results showed that Advertising (X1) has a negative and insignificant effect on the Intention to Reserve Rooms (Y) at Hotels in Denpasar. Meanwhile, Sales Promotion (X2), Experiences (X3), Public Relations & Publicity (X4), Interactive Marketing (X5), Word of Mouth (X6), and Personal Selling (X7) have a positive and significant effect.
