PENGARUH PELAKSANAAN BAURAN PROMOSI TERHADAP PEMBENTUKAN CITRA PERUSAHAAN PADA HOTEL SANTIKA BANDUNG

Winugraha, Ovik (2007) PENGARUH PELAKSANAAN BAURAN PROMOSI TERHADAP PEMBENTUKAN CITRA PERUSAHAAN PADA HOTEL SANTIKA BANDUNG.

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Abstract

Tourism industry, especially business hotels holding a major role increasing state devise from non-mages sector and world wide tourism and next that fund can increasing state income. Santika Bandung Hotel of the company that move in business, demand hotel side to increasing more marketing strategic especially in promotion so targeted consume know about Santika Bandung Hotel, at the end will form a good image of company. That thing is none other to increasing room hotel sales volume. The purpose of this research is to know the response of respondent to promotion mix program by Santika Bandung Hotel, to know how Santika Bandung Hotel image in the eye of consume and for to know how big the influence of promotional mix to company image forming at Santika Bandung. The method used in this research is descriptive and verivikative with 100 sample, which is this sample is guest that stay at Santika Bandung Hotel, also using rank spearman correlation analysis to know the influence, to make it more easlly in data analysis process, writer used SPSS for Window Software version 12. Result from the research showed that correlation between promotional mix with company image forming is strong, 0,797 and have a positive relation. The value of influence promotional mix to company image forming is 63,55% and rest is 36,48% influenced by other factor that cannot be analyze by write such as, serving quality, price or also location. Which means the more good promotional mix by Santika Bandung Hotel, the more also influenced to company image forming.

Item Type: Article
Subjects: S1-Final Project > Fakultas Ekonomi Bisnis > Manajemen > 2007
Divisions: Universitas Komputer Indonesia > Fakultas Ekonomi
Universitas Komputer Indonesia > Fakultas Ekonomi > Manajemen (S1)
Depositing User: M.Kom Taryana Suryana
Date Deposited: 16 Nov 2016 07:47
Last Modified: 16 Nov 2016 07:47
URI: https://repository.unikom.ac.id/id/eprint/11113

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