PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN WEDDING PACKAGE DI THE HERMITAGE JAKARTA PADA MASA PANDEMI

Mega Shafira, Putri Rosadi (2021) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN WEDDING PACKAGE DI THE HERMITAGE JAKARTA PADA MASA PANDEMI. D4 thesis, Poltekpar NHI Bandung.

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Abstract

The Covid-19 pandemic that hit Indonesia had a negative impact on various sectors of the economy. One sector that finds this is the tourism sector. Therefore, the government appealed not to carry out activities outside the home, for example, such as traveling or holding events, the level of hotel occupancy which is a supporter of the tourism sector has decreased. However, for The Hermitage Jakarta, the occupancy rate of the function room has increased, this is due to the increasing number of wedding events during the Covid-19 pandemic which also affected the increase in sales of wedding packages offered by The Hermitage Jakarta. Therefore, the writer suspects that there was a service marketing mix that influenced the decision on wedding packages at The Hermitage Jakarta during the Covid-19 pandemic. This study aims to examine and analyze the elements of the service marketing mix (product, price, place, promotion, people, physical evidence, process) that can influence the decision to purchase wedding packages owned by The Hermitage Jakarta hotel during the Covid-19 pandemic in 2015. 2021. This study uses quantitative analysis techniques with multiple regression methods. The population in this assistance contacted The Hermitage Jakarta customers who had made purchases of wedding packages in 2021. The data collection was sourced from 105 statistical data on The Hermitage Jakarta's marriage by means of questionnaires directly by the google form application to get answers for each respondent. The results of this study indicate that it is true that there is an influence of the service marketing mix (product, price, place, promotion, people, physical evidence, process) with a magnitude of 63.0%. However, of the seven elements, only two are influential, namely product and process. So The Hermitage Jakarta must pay more attention to the marketing mix strategy of services in terms of price (price), place (promotion), people (people), and physical evidence (physical evidence) so that the purchase of wedding packages increases even more. Keyiwords: Service Marketing Mix (product, price, place, promotion, people, physical evidence, process), Purchase Desicions, Wedding Package, Pandemic.

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