PENGARUH INTEGRATED MARKETING COMMUNICATION DAN EVENT MARKETING TERHADAP KEPUTUSAN TAMU MENGINAP DI FAME HOTEL

Abstract

ABSTRACT
The purpose of this study is to determine the positive effects both partially and
simultaneously between Integrated Marketing Communication (IMC) and Event Marketing on
Customer Decision to stay at Fame Hotel Sunset Road. The sample used in this study was 96
people. The analytical method used is the classic assumption test, multiple linear regression test,
correlation test, coefficient of determination and hypothesis testing using the help of the SPSS
24.0 Software Program. Based on the results of the research, the IMC (X1) variable has a partial
and significant effect on Customer Decision (Y). It is proved by the regression value of IMC (X1)
which is 0.220 and sig value is below 0.05. Event Marketing (X2) has a partial and significant effect
on Customer Decision (Y). It is proved by the Event Marketing (X2) regression value which is 0.457
and the sig value is below 0.05. IMC (X1) and Event Marketing (X2) have a simultaneous and
significant effect on Customer Decision (Y). This is evidenced by the value of Multiple Regression
Analysis of Y = 6,642 + 0,220X1 + 0,457X2 + e. From the research, it can be concluded that
there is a positive influence between IMC and Event Marketing on Customer Decision to stay both
partially and simultaneously. Thus, the management is expected to continue to maintain and
improve in order to increase the number of guest in Fame Hotel Sunset Road Bali.
Keywords: Customer Decision, Event Marketing, Hotel, Integrated Marketing Communication