APPLICATION OF MARKETING COMMUNICATION STRATEGY TO BUMI MINANG PADANG KRYAD HOTEL ROOM SALES

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Published Apr 21, 2022

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Abdul Rahman
Agussalim M
Hosra Afrizoni

Abstract

This study aims to analyze and determine the Dominant Indicators and the Effect of Marketing Communication Strategy Implementation on Room Sales at Kryad Bumi Minang Padang Hotel . Data collection techniques used are surveys, interviews and questionnaires. The type of data is quantitative data, the type of primary data source. The population used in this study are permanent contracted employees of the Kryad Bumi Minang Padang Hotel as many as 66 employees with a sample using total sampling. The data analysis method in this study uses descriptive analysis, multiple linear regression analysis , coefficient of determination, and hypothesis testing t test and F test. The results of this study indicate that: (1) The dominant indicators in the marketing communication strategy variable are advertising and personal selling by 83% . The dominant indicator in the sales variable is the selling price of 84%. (2) The marketing communication strategy partially has a positive and significant effect on sales (Y) of Kryad Bumi Minang Padang hotel rooms. It is evident from the t-count value of the marketing communication strategy variable, namely 5.493 > t table 1.99773. Then the sig value is 0.000 < 0.05 so Ho is rejected, Ha is accepted.

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How to Cite
Rahman, A., M, A., & Afrizoni, H. (2022). APPLICATION OF MARKETING COMMUNICATION STRATEGY TO BUMI MINANG PADANG KRYAD HOTEL ROOM SALES. INTERNATIONAL CONFERENCE ON GLOBAL EDUCATION, 858-865. Retrieved from https://ejurnal.unespadang.ac.id/index.php/ICGE/article/view/169
Issue
INTERNATIONAL CONFERENCE ON GLOBAL EDUCATION IX
Section
ECONOMICS, MANAGEMENT, AND ACCOUNTING (ICGE IX)
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