X HOTEL IN SOUTH TANGERANG By Gladys Marcella Rotua

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CASE STUDY: X HOTEL IN SOUTH TANGERANG

By

Gladys Marcella Rotua Sitompul 13312001

BACHELOR’S DEGREE in

BUSINESS ADMINISTRATION – HOTEL AND TOURISM MANAGEMENT CONCENTRATION

BUSINESS ADMINISTRATION AND HUMANITIE

SWISS GERMAN UNIVERSITY EduTown BSD City

Tangerang 15339 Indonesia

AUGUST 2016

Revision After Thesis Defence on 26^th of July

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I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Gladys Marcella Rotua Sitompul

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Student Date

Approved by:

Vishnuvardhana S. Soeprapto, BA., M.A.

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Thesis Advisor Date

Eric Jos Nasution, MBA, MA, Ph.D

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Dean Date

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TO STAY AT HOTEL. CASE STUDY: X HOTEL IN SOUTH TANGERANG

Gladys Marcella Rotua Sitompul ABSTRACT

By

Gladys Marcella Rotua Sitompul Vishnuvardhana S. Soeprapto, BA., M.A

SWISS GERMAN UNIVERISTY

The main purpose of this research is to analyze the effect of promotional mix (advertising, personal selling, sales promotion, direct marketing, public relation) on consumer decision of X hotel in South Tangerang and which of promotional mix has the strongest effect on promotional mix.

This research is a causal study and it use quantitative. Therefore, the data gained from primary and secondary data.

Finding of this research is that promotional mix affected on consumer decision. This has been proven by ANOVA that the sig is 0.000 means less than alpha 0.1. For the second hypothesis the strongest effect on promotional mix is found to be Public Relation. This has been proven by T table showed that the partial correlation of public relation is 0.438.

Keywords: promotional mix, Public Relation, Advertising, hotel, consumer decision.

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Gladys Marcella Rotua Sitompul DEDICATION

I dedicate this thesis for my beloved family.

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ACKNOWLEDGEMENTS

I am grateful to the God for the good health and wellbeing that were necessary to complete my thesis.

Firstly, I would like to express my deepest gratitude to my advisor Mr.

Vishnuvardhana S. Soeprapto, BA., M.A. I have been amazingly fortunate to have an advisor who gave me the freedom to explore on my own, for his patience, motivation, immense knowledge and the guidance to recover when my steps faltered.

I would like to thank Ms. Munawaroh Zainal, M. M. The Head of Bachelor of Hotel and Tourism Management for her insightful comments and encouragement.

My sincere thanks also goes to English language lecturers Mr. James Hunt, BA., MBA. And Mr Justin Harrison, BA., MBA I am deeply grateful to them for the long discussions that helped me sort out the technical details of my work, for encouraging the use of correct grammar and consistent notation in my writings and for carefully reading and commenting on revisions.

I cannot express enough thanks to my best friends Silvia Chailina, Ristia Kencana, Stephanie, Elva Yohana, Jane Natasya, thank you so much for helping and supporting me so I can finish my thesis on time. I also would like to thanks to Fabiola Ivita, thank you for helping me since the first semester. These people are awesome. Not forget to mention Berlin Putra, Michelle Tiffanie, Cindy Manuella, Yemima Hasidityana, Tyas Ester, Miccel Chandra for always supporting and encouraging me.

Last but not least, I would like to thank my mom and dad for their unconditional love and supporting me mentally and financially. My sisters Frisia Nancy, Stephanie Santi, Christine Natalie and my beloved niece Gina Ellen. I would not have been able to complete my thesis without their continuous love and encouragement.

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TABLE OF CONTENTS

Page

DEDICATION ... 5

ACKNOWLEDGEMENTS ... 6

TABLE OF CONTENTS ... 7

CHAPTER 1 ... 12

INTRODUCTION ... 12

1.1 Background ... 12

1.2 Research Problem ... 17

1.3 Research Objectives ... 17

1.4 Research Questions ... 17

1.5 Significance of Study ... 18

1.6 Scope and Limitation ... 18

1.7 Thesis Structure ... 18

CHAPTER 2 - LITERATURE REVIEW ... 20

2.1 Framework of Thinking ... 20

2.2 Hospitality ... 22

2.3 Lodging ... 22

2.3.1 Lodging Rating System……….22

2.4 Hotel ... 23

2.4.1 Business Hotels ... 23

2.4.2 Resort Hotels ... 24

2.4.3 Casino Hotels ... 24

2.5 Marketing ... 24

2.6 Marketing Mix ... 25

2.7 Promotion Mix ... 25

2.7.1 Advertising ... 25

2.7.2 Direct Marketing ... 26

2.7.3Sales promotions ... 26

2.7.4 Personal selling ... 27

2.7.5 Publicity/Public Relation ... 27

2.8 Marketing in tourism and hospitality ... 28

2.9 Consumer Decision Making ... 29

2.10 Customer behaviour ... 30

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2.12 Difference with Previous Study ... 42

2.13 Research Model ... 42

2.14 HYPOTHESIS ... 43

CHAPTER 3 ... 44

RESEARCH METHODS ... 44

3.1 RESEARCH PROCESS: ... 44

3.2 TYPE OF RESEARCH ... 45

3.3 TYPE OF DATA ... 45

3.4 RESEARCH INSTRUMENT ... 46

3.5 OPERATIONAL VARIABLE ... 46

3.6 POPULATION AND SAMPLE ... 47

3.6.1 Population ... 47

3.6.2 Sample ... 47

3.6.3 Sampling Method ... 48

3.7 Data Testing ... 49

3.7.1 Pre-Testing ... 49

3.7.2 Post-Testing ... 49

3.8 Validity and Reliability ... 49

3.8.1 Validity ... 49

3.8.2 Reliability ... 51

3.9 Data Analysis ... 52

CHAPTER 4 ... 53

RESULTS AND DISCUSSIONS ... 53

4.1 Company Profile ... 53

4.2 Respondent Profile ... 56

4.2.1 Gender ... 56

4.2.2 Age ... 57

4.2.3 Marriage Status ... 58

4.2.4 Occupation ... 59

4.2.5 Residence Area ... 60

4.3 Validity and Reliability. ... 61

4.3.1 Validity (Pre-Testing) ... 61

4.3.2 Reliability (Pre- Testing) ... 63

4.3.3 Validity ... 63

4.3.4 Reliability ... 65

4.4 Data Analysis ... 66

4.4.1 ANOVA ... 67

4.4.2 Model Summary ... 67

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4.4.3 T test ... 68

4.5 Discussion. ... 68

CHAPTER 5 ... 70

CONCLUSIONS AND RECCOMENDATIONS ... 70

5.1 Conclusions ... 70

5.2 Recommendations ... 70

5.2.1 Recommendation for Academic Research ... 70

5.2.2 Recommendation for X hotel in South Tangerang ... 71

APPENDIX A (QUESTIONNAIRE) ... 73

REFERENCES ... 86

CURRICULUM VITAE ... 89