Prasandya, Caroline Mutiara and Pratama, Yudhistira (2018) The Effect Of Marketing Communication Mix Towards The Purchase Decision Of Mice Products At Santa Monica Hotel & Convention Bogor. Bachelor thesis, Swiss German University.

Preview	Text Caroline Prasandya 11403032 TOC.pdf Download (1MB) | Preview
	Text Caroline Prasandya 11403032 1.pdf Restricted to Registered users only Download (1MB)
	Text Caroline Prasandya 11403032 2.pdf Restricted to Registered users only Download (712kB)
	Text Caroline Prasandya 11403032 3.pdf Restricted to Registered users only Download (1MB)
	Text Caroline Prasandya 11403032 4.pdf Restricted to Registered users only Download (917kB)
	Text Caroline Prasandya 11403032 5.pdf Restricted to Registered users only Download (526kB)
Preview	Text Caroline Prasandya 11403032 Ref.pdf Download (581kB) | Preview

Abstract

The MICE industry has been growing in Indonesia. With this potential, the lodging and accommodation businesses have a bright prospect of growth. Due to this matter, the accommodation industry is facing a tight competition, struggling to stand out from other establishments. Marketing communication mix has been proven to affect consumer’s buying behavior and simultaneously consumer’s purchase decision. This study investigates the effect of the five elements of marketing communication mix, namely advertising, personal selling, sales promotion, public relation, and direct marketing towards consumer’s purchase decision. The study is conducted at Santa Monica Hotel & Conference Bogor, a convention hotel that focuses on the MICE market. Questionnaires are distributed to 100 organizations that have held MICE activity at the hotel. The data is tested for validity, reliability, normality, heteroscedasticity, and multicollinearity. T-test and F-test is done to test the presence or absence of effect from each marketing communication mix elements towards purchase decision. The result shows that marketing communication mix does have simultaneous effect on purchase decision of MICE products, with personal selling and sales promotion as the elements that affect purchase decision. Advertising, public relation, and direct marketing does not show any effect towards purchase decision.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Marketing Communication Mix; Advertising; Personal Selling; Sales Promotion; Public Relation
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Astuti Kusumaningrum
Date Deposited:	22 May 2020 03:42
Last Modified:	22 May 2020 03:42
URI:	http://repository.sgu.ac.id/id/eprint/671

Actions (login required)

View Item