Research Article
The Effect of Integrated Marketing Communication on the Intentions to Reserve Rooms at Hotels in Denpasar-Bali
@INPROCEEDINGS{10.4108/eai.25-11-2020.2306670, author={Ni Nyoman Rusmiati and Ida I Dewa Ayu Mas Manik Sastri and Luh Kade Datrini}, title={The Effect of Integrated Marketing Communication on the Intentions to Reserve Rooms at Hotels in Denpasar-Bali}, proceedings={Proceedings of the First International Seminar Social Science, Humanities and Education, ISSHE 2020, 25 November 2020, Kendari, Southeast Sulawesi, Indonesia}, publisher={EAI}, proceedings_a={ISSHE}, year={2021}, month={4}, keywords={integrated marketing communication; advertising; sales promotion; experiences}, doi={10.4108/eai.25-11-2020.2306670} }- Ni Nyoman Rusmiati
Ida I Dewa Ayu Mas Manik Sastri
Luh Kade Datrini
Year: 2021
The Effect of Integrated Marketing Communication on the Intentions to Reserve Rooms at Hotels in Denpasar-Bali
ISSHE
EAI
DOI: 10.4108/eai.25-11-2020.2306670
Abstract
Bali is one of the centers of natural and cultural tourism with beautiful panorama, thereby making it easy to locate supporting facilities such as hotels in Denpasar, as the center of Bali in Indonesia. Integrated Marketing Communication (IMC), which is an important concept used to carefully deliver clear and consistent messages on a company’s goods and services, is also utilized by this city. Therefore, determining the effect of Advertising (X1), Sales Promotion (X2), Experiences (X3), Public Relations & Publicity (X4), Interactive Marketing (X5), Word of Mouth (X6) and Personal Selling (X7) ) on the Intention to reserve rooms (Y) at Hotels in Denpasar is the objective of this study. Multiple linear regression analysis is used as the data analysis technique. The results revealed that Advertising (X1) has a negative and insignificant effect on the Intention to Reserve Rooms (Y) at Hotels in Denpasar. Meanwhile, Sales Promotion (X2), Experiences (X3), Public Relations & Publicity (X4), Interactive Marketing (X5), Word of Mouth (X6), and Personal Selling (X7) have a positive and significant effect.
