PENGARUH PROMOTION MIX TERHADAP PENGAMBILAN KEPUTUSAN MENGINAP (STUDI KASUS : HOLIDAY INN EXPRESS JAKARTA THAMRIN)

The purpose of this research was to determine how its sub dimension of promotion mix, sales promotion, personal selling, advertising, public relation and publicity and direct marketing drive purchase decision among customers who are visiting the hotel. The design of the research applies a survey to interview for testing the hypothesis. Meanwhile the required data consist of five variables are sales promotion, personal selling, advertising, public relation and publicity ,direct marketing as dependant variable and purchase decision as independent variable. The number of customer being respondent of the study are 100 customer. Data analysis used in this research was consist of the multiple regression analysis method with SPSS (Satisfied Program for Social Science) program. The result of this research found that promotional tools such as advertising and direct marketing has significant relationship in purchase decision. From the result of correlation Analysis show that variable advertising has a significant value 0,00 and for direct marketing 0,018 .