Febriyanti, Amara Wanda (2023) Analisis Pengaruh Bauran Pemasaran Jasa Dan Gaya Hidup Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Luminor Hotel. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
The tourism sector has various business fields, one of which is the tourism sector. The success of the tourism sector affects a country's economic growth. The tourism sector provides accommodation services, as well as food and beverages for its consumers. This study aims to determine the effect of service marketing mix and lifestyle on purchasing decisions and customer satisfaction at Luminor Hotel Surabaya and Sidoarjo. The population in this study were guests who had stayed at Luminor Hotel Surabaya and Sidoarjo. The data collection method was carried out offline by submitting a questionnaire to the Luminor Hotel Customer Service and also through online media by utilizing the Google Form feature. with a total sample of 184 respondents. The data that has been obtained will be analyzed using SEM- PLS using the SmartPLS version 3.0 application. the results of the study show that Product, Price, Promotion, and People do not have a significant effect on purchasing decisions, while Place, Process, Physical Evidence, and Lifestyle have a significant effect on purchasing decisions, and also purchasing decisions have a significant effect on consumer satisfaction. Keywords: Service Marketing Mix, Lifestyle, Purchase Decision, Consumer Satisfaction.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 339 - MACROECONOMICS |
| Divisions: | Bachelor of Management |
| Depositing User: | AMARA WANDA FEBRIYANTI |
| Date Deposited: | 20 Jul 2023 04:05 |
| Last Modified: | 20 Jul 2023 04:05 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11222 |
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