The Effect of Service Marketing Mix in Choosing the Decision to Consumer Services Hotel: Studies in Hotel Grand Zuri Pekanbaru

Abstract

This research aims to know the services marketing mix done Grand Zuri Hotel in influencing the consumer's decision in choosing a hotel and know the magnitude of the influence of simultaneous and partial service marketing mix of Grand Zuri Hotel against the decision of the use of the service made consumers in choosing a hotel. The research method used is descriptive and verifikatif method. Research carried out by sampling method of convenience sampling, with the number of respondents as much as 100 respondents. Then, for the data analysis used the descriptive analysis and multiple regression analysis and hypothesis testing using the F-test and t-test. The responses of the respondents regarding the implementation of the marketing mix services Grand Zuri Hotel is good and the responses of the respondents regarding the consumer decision making in selecting the Grand Zuri Hotel Pekanbaru is good. The results showed that the services marketing mix done Grand Zuri Hotel simultaneously significantly influential to the decision to choose and use and has a coefficient of determunasi of 74.82%. Partially, there are three significant free variables that influence is the price, human resources and physical evidence. While the variable product, place, promotion and the process does not significantly affect. From the results of the research can be given advice to Grand Zuri Hotel Pekanbaru in order to maximize the price quote, standardized human resources and maximize the quality of physical evidence to be able to increase its influence on the decision to select and use of the service is done at the Hotel Grand Zuri consumers. As for the other variables do not affect significantly, must be maintained and enhanced in order to maximize the influence of simultaneous marketing mix.

DOI: 10.5901/mjss.2015.v6n5s5p91