JIHAN FAKHIRA Primary Author mixed material bibliography Banda Aceh Universitas Syiah Kuala 2021 id Indonesia

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ABSTRACT This study aims to analyze partially and simultaneously the effect of product, price, location, promotion, process, employee, and physical evidence variables on consumer interest in staying at sharia-based hotels in Banda Aceh. Based on 72 questionnaires distributed to respondents, using the purposive sampling technique and analyzed using multiple linear regression models, the results showed that product, price, location, promotion, process, employee, and physical evidence had a simultaneous and partial effect on consumer interest. stay at a sharia-based hotel in Banda Aceh. Keywords : Marketing Mix, Consumer Interest in Staying, Syariah Hotel ABSTRAK Penelitian ini bertujuan untuk menganalisis secara parsial dan simultan pengaruh dari variabel produk, harga, lokasi, promosi, proses, sikap karyawan, dan bukti fisik terhadap minat konsumen menginap pada hotel berbasis syariah di Banda Aceh. Berdasarkan 72 kuesioner yang disebar kepada responden, dengan menggunakan teknik Purposive Sampling dan dianalisis menggunakan model regresi linier berganda, didapatkan hasil penelitian yang menunjukkan bahwa produk, harga, lokasi, promosi, proses, sikap karyawan, dan bukti fisik berpengaruh secara simultan dan parsial terhadap minat konsumen menginap pada hotel berbasis syariah di Banda Aceh. Kata Kunci : Bauran Pemasaran, Minat Konsumen Menginap, Hotel Syariah 0 ELECTRONIC THESES AND DISSERTATION Universitas Syiah Kuala 92909 2021-09-01 15:14:37 2021-09-02 12:11:20 machine generated