PENGARUH PROGRAM PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN MEETING PACKAGE DI ASTON BRAGA HOTEL AND RESIDENCE - Nandya, Ragil Dwi (2013)
Aston Braga Hotel and Residence adalah salah satu hotel di kota Bandung yang memiliki fasilitas meeting room dan menjualnya melalui meeting package. Keputusan pembelian meeting package Aston Braga dapat dipengaruhi oleh beberapa hal salah satunya adalah melalui promosi personal selling. Personal selling merupakan salah satu strategi promosi yang dilakukan Aston Braga hotel and Residence untuk mempengaruhi keputusan pembelian dari tamu bisnis yang membeli meeting package. Berdasarkan hal tersebut maka dilakukan penelitian mengenai seberapa berpengaruhnya promosi personal selling meeting package dalam mempengaruhi keputusan pembelian tamu bisnis di Aston Braga Hotel and Residence. Jenis penelitian dalam penelitian ini adalah deskriptif verifikatif dan metode penelitian yang digunakan adalah explanatory survey. Teknik analisis data yang digunakan adalah analisis regresi linier sederhana dengan menggunakan program SPSS ver. 20 untuk membantu perhitungan. Dari hasil penelitian ini diketahui bahwa personal selling meeting package dan keputusan pembelian tamu bisnis di Aston Braga Hotel and Residence secara keseluruhan dinilai telah baik. Kemudian personal selling meeting package memiliki pengaruh yang positif dan pengaruh yang sedang terhadap keputusan pembelian tamu bisnis di Aston Braga Hotel and Residence yaitu sebesar 52,9% sedangkan sisanya sebesar 47,1% merupakan pengaruh dari variabel lainnya yang tidak diteliti. Kata Kunci : Personal Selling, Keputusan Pembelian Nowadays, the development of tourism sector in Bandung is increasing significantly, especially in MICE area. This has made many hotels in Bandung provide meeting room facility. One of those many hotels that provide such facility is Aston Braga Hotel and Residence. Aston Braga Hotel and Residence offers a certain meeting package which is different from its competitors as well as doing personal selling as their promotional strategy in order to influence the buyer's decision to purchase their product. Therefore, this study tries to investigate how personal selling meeting package offered by Aston Braga Hotel and Residence influences the buyer's purchase decision. This study is descriptive verification in nature. Explanatory survey is used as the methodology in this research. The technique used in data analysis is simple linier regression analysis using SPSS ver. 20 program to ease the calculation of the data. The result shows that personal selling meeting package and the buyer's decision to purchase Aston Braga Hotel and Residence' product overall has been good. In addition, the data shows that personal selling meeting package influences the buyer's decision to purchase the product by 52,9% and it is considered as a positive and medium effect. Meanwhile, the remaining 47,1% is the influence of other variables that is not analyzed. Keywords: Personal Selling, Purchase Decision