Project Title: Influence of Price, Promotion and Location towards Customer Decision to Stay at Bossotel in Chiangmai, Thailand. The purpose of this research is to find out the influence of price, promotion and location on customer's stay decisions at Bossotel Chiangmai. The examination results show that each variable such as price, promotion and location have a significant and positive impact on customers' decisions to stay at Bossotel Chiangmai Thailand.
The name of the dissertation is "The influence of price, promotion, location on customers' decision to stay at Bossotel Chiangmai Thailand" and was drafted as one of the requirements for obtaining a bachelor's degree in the Department of International Business Administration, Faculty of Business Administration , Rajamangala University of Technology Thanyaburi. With thanks to Bossotel Chiangmai Company who wanted to and was allowed to do this research. Thanks to all Bossotel Chiangmai staff who have been willing to teach me with patience and understanding as long as I carry out the internship program.
INTRODUCTION
- Problem Formulation
- Research Objective
- Benefit Research
- The Power of Learning
- The Importance of Learning
- History
- Summary
Is there a simultaneous influence between price, promotion and location on a customer's decision to stay at Bossotel Chiangmai. Is there a partial influence between price, promotion and location on a customer's decision to stay at Bossotel Chiangmai. Which prices, promotions and locations are the dominant influence on a customer's decision to stay at Bossotel Chiangmai.
Knowing the simultaneous influence of price, promotion and location on a customer's decision to stay at Bossotel Chiangmai. To determine the partial effect of price, promotion and location on a customer's decision to stay at Bossotel Chiangmai. Search among the prices, promotions and locations that dominate customers' decisions about staying at Bossotel Chiangmai.
LITERATURE REVIEW
Price
Promotion
Location
Customer Decision
Conceptual Framework
Summary
Definition Operation,identification,indicator variable
Population and Sample
Type and Data Sources
Data Collection Technique
Analysis Technique
Hypothesis
Summary
RESEARCH RESULT
Result Analysis Data
Based on the results of the calculations shown in the above table, obtained information that the respondents who give neutral answers are 7 people, the respondents who give the answer agree about 50 people, and the respondents who give answers strongly agree , there were 48 people. . Based on the results of the calculations shown in the table above, information was obtained that the respondents who gave neutral answers made up 30 people, respondents who gave answers agreed made up 54 people, and respondents who answered strongly agreed made up 21 people. On the basis of the results of the calculations shown in the table above, information was obtained that the respondents who gave answers that agree made up 26 people, and respondents who gave answers that strongly agreed made up 79 people.
On the basis of the results of the calculations shown in the table above, information was obtained that the respondents who gave answers that agreed made up 30 people, and respondents who gave answers that strongly agreed made up 75 people. On the basis of the results of the calculations shown in the above table, information was obtained that the respondents who gave answers that agree made up 39 people, and respondents who gave answers that strongly agreed made up 66 people. On the basis of the results of the calculations shown in the above table, information was obtained that the respondents who gave answers that agreed made up 68 people, and respondents who gave answers that strongly agreed made up 37 people.
Based on the results of the calculations shown in the above table, information obtained that the respondents who give the answer neutral amounted to 1 person, the respondents who gave. Based on the results of the calculations shown in the table above, information obtained that the respondents who gave neutral answers amounted to 5 people, respondents who gave answers amounted to 60 people and respondents who gave answers amounted to 40 people. Based on the results of the calculations shown in the table above, information obtained that the respondents who gave neutral answers amounted to 42 people, respondents who gave answers amounted to 40 people and respondents who gave answers amounted to 23 people has.
Based on the results of the calculations shown in the table above, information obtained that the respondents who gave answers amounted to 31 people, and respondents who gave answers strongly agree amounted to 74 people. Based on the results of the calculations shown in the table above, information obtained that the respondents who gave neutral amounted to 5 people, respondents who gave answers amounted to 60 people and respondents who gave answers amounted to 40 people. Based on the results of the calculations shown in the table above, information obtained that the respondents who gave neutral 37 people, respondents who gave answers amounted to 46 people, and respondents who answered 22 people agree.
On the basis of the results of the calculations shown in the above table, information was obtained that the respondents who gave neutral constituted 55 persons, the respondents who gave answers agreed constituted 42 persons and respondents who answered strongly agreed constituted 8 persons .
Test Validity and Reability
Respondents' perceptions of the item Statement of post-purchase behavior Indicator on customer decision variables (Y). Thus, it can be seen that most of the respondents give neutral response to the statement of behavior after purchasing the item at Bossotel Chiangmai. From the table above, it is known that the general items of the announcement in this study with a sample of 105 respondents, who received the significance value <0.05.
So it can be interpreted as an entirely valid statement item and can be used for further testing. The stipulation of this test is that any research questionnaire variables are declared reliable if the value of Cronbach's alpha (a) is greater than 0.6 (Sunyoto, 2012). From the table above it can be seen that the value of cronbach Alpha on each variable is > 0.6.
Therefore, it can be concluded that the overall variable is reliable or consistent and can be used for further investigation.
Test Asumtion Classic
In the figure above, it can be seen that the data follows the direction of the diagonal line, then the regression model in this study meets the assumption of normality. The linearity test is very important in the research, with which we want to determine whether the model is correct or not. Any independent variable associated with a dependent or dependent variable is said to have a linear relationship if the value of the significance level (linearity) is less than 0.05.
From the calculation with the SPSS program such as the table above, it can be deduced that the value of the level of significance (linearity) is less than 0.05. Thus, it can be concluded that each independent variable has a linear relationship with the dependent variable. The multicollinearity assumption test aims to know if there is any discrepancy between independent variables and the dependent variable in the regression model in the study.
Based on the results of the calculation with the SPSS program above, it is found that the VIF value of all variables is less than 10, and the tolerance value is more than 0.10. In quantitative research, heteroscedasticity assumption testing is aimed at the existence of unequal variance of residual in all observations made on the regression model. From the image above, the scatter plot is seen to be randomly distributed spots and there is no tendency to form a specific pattern, thus no symptoms of heteroscedasticity.
The autocorrelation test is a hypothesis test commonly used to detect the presence or absence of autocorrelation. The autocorrelation test was performed using the Durbin Watson Test method (Santoso 2010) that the Durbin-Watson value is used to determine the autocorrelation test with the condition that if the Durbin-Watson value is below 5, then there is no autocorrelation.
Multiple Linear Regression Analysis
The coefficient value of the price variable of 0.351, where every one unit increase in the price variable, will result in a 0.351 unit increase in the dependent variable which is the customer's decision under the assumption that other variables are constant or constant. This shows that at the same time or together there is a significant influence between price, promotion and location on the decision of customers of Bossotel Chiangmai. From the results of the calculations presented in the table above, it is known that the value of the price variable has a significant level of 0.000.
From the results of the calculations shown in the table above, it is known that promotional variables have a significant level of 0.027. From the calculation results shown in the above table, it is known that the t-score of the promotion variable has a significant level of 0.000. At the same time, there is a significant influence between price, promotion and location to customer decision to sneak at Bossotel Chiangmai, and then there is partially a significant influence between price, promotion and location to customer decision to sneak at Bossotel Chiangmai and between price, promotion and location , location has a dominant effect on the customer's decision to sneak into Bossotel Chiangmai.
From the results of data processing, we obtained information that prices, promotions and locations significantly influence customers' decisions about staying at Bossotel Chiangmai. From the results of data processing, we got the result that price has a significant influence on the decisions of customers of Bossotel Chiangmai. Affordable rates and facilities that meet expectations will give customers the flexibility to stay at Bossotel Chiangmai.
Based on the results of data processing, information was obtained that promotion has a significant impact on customers' decisions to stay at Bossotel Chiangmai. The data processing results showed that location significantly influences customers' decisions to stay at Bossotel Chiangmai. From the results of data processing it was found that the location has a dominant influence on the decisions of Bossotel Chiangmai customers.
For Bossotel Chiangmai should pay attention to questions regarding price, promotions and location. Based on the results of research, all three have a significant impact on customers' decisions to stay at Bossotel Chiangmai. I am Siti Zainab and I request your willingness to spend some time to complete this questionnaire regarding research on the influence of price, promotion and location towards customer decision stay at Bossotel Chiangmai Thailand.
Test Hipothesis
CONCLUSION AND RECOMMENDATION
Suggestion
