THE INFLUENCE OF MARKETING MIX ON TOURISTS^ DECISION TO STAY AT HOTELS IN DENPASAR
1) 1) Ni Nyoman Rusmiati, 2) IIDAM Manik Sastri, 3) Luh Kade Datrini

Universitas Warmadewa

Abstract

The objective of this study is to measure the simultaneous and partial influences of a marketing mix (product, price, promotion and place / location) on tourists^ decisions to stay at hotels in Denpasar. The data of this study were analysed using quantitative analysis technique with a multiple linear regression, f-test and t-test. The results showed that shown by the result of the f-test, the value of the f-count was 34.578. The result is greater than the f-table which was 2.47 with sig 0.000 <0.05- thus, H0 is rejected and Ha is accepted. Hence, product, price, promotion, and location / place simultaneously have a positive and significant influence on the tourists^ decisions to stay at hotels in Denpasar. Then, based on the t-test results, the product variable showed that the t-count was 2.351 and was greater than the t-table value which was 1.985- thus, H0 is rejected and Ha is accepted. Therefore, product has a positive and significant influence on the tourists^ decisions to stay at the hotels. Price variable showed that t-count value was 3.995 and was greater than that of t-table which was 1.985- therefore, H0 is rejected and Ha is accepted. This implies that the price has a positive and significant influence on the tourists^ decisions to stay. The promotion variable showed that the t-count value was 6.449 and was greater than t-table value which was 1.985- therefore, H0 is rejected and Ha is accepted. This also shows that promotion has a positive and significant influence on the tourists^ decisions to stay. The last, the variable of location / place showed that t-count value was 4,867 and was greater than the t-table value which is 1,985- thus, H0 is rejected and Ha is accepted. This also means that the location / place has a positive and significant influence on the tourists^ decisions to stay at hotels in Denpasar.

Keywords: product, price, promotion, place, and tourist^s decision to stay

Topic: Kebijakan Nasional dan Daerah dalam Pengentasan Kemiskinan