Research Article
The Influence of Marketing Mix on Tourists’ Decision to Stay at Hotels in Denpasar
@INPROCEEDINGS{10.4108/eai.21-12-2020.2305842, author={Ni Nyoman Rusmiati and Ida I Dewa Ayu Manik Sastri and Luh Kade Datrini}, title={The Influence of Marketing Mix on Tourists’ Decision to Stay at Hotels in Denpasar}, proceedings={Proceedings of the 3rd Warmadewa Research and Development Seminar, WARDS 2020, 21 December 2020, Denpasar-Bali, Indonesia}, publisher={EAI}, proceedings_a={WARDS}, year={2021}, month={4}, keywords={product; price; promotion; place; tourist’s decision}, doi={10.4108/eai.21-12-2020.2305842} }- Ni Nyoman Rusmiati
Ida I Dewa Ayu Manik Sastri
Luh Kade Datrini
Year: 2021
The Influence of Marketing Mix on Tourists’ Decision to Stay at Hotels in Denpasar
WARDS
EAI
DOI: 10.4108/eai.21-12-2020.2305842
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. 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.
