PENGARUH PRICE, PEOPLE, PROCESS DAN PHYSICAL EVIDENCE TERHADAP KEPUTUSAN PEMBELIAN PADA TIMOR HOTEL ATAMBUA

Abstract

This study aims to determine the effect of 1) guest perception on the variables of price, people, process, physical evidence and purchasing decisions at Timor hotel Atambua; 2) Price has an effect on purchasing decisions at Timor hotel Atambua; 3) People influence purchasing decisions at Timor hotel Atambua; 4) Process influences purchasing decisions at Timor hotel Atambua; 5) Physical evidence has an effect on purchasing decisions at Timor hotel Atambua; 6) Price, People, Process and Physical evidence simultaneously affect purchasing decisions at Timor hotel Atambua. The sample in this study was 88 respondents with the criteria of guests who had stayed more than twice obtained using accidental sampling technique. Data collection techniques are questionnaires, interviews and document studies. The data analysis technique used descriptive analysis and multiple linear regression analysis. The results showed that: 1) Based on the results of the descriptive table research, the respondents gave a high category assessment of the 4 variables studied; 2) Price has a significant effect on purchasing decisions at Timor hotel Atambua; 3) People have a significant influence on purchasing decisions at Timor hotel Atambua; 4) Process has a significant effect on purchasing decisions at Timor hotel Atambua; 5) Physical evidence has a significant effect on purchasing decisions at Timor hotel Atambua; 6) Price, People, Process, and Physical evidence simultaneously influence purchasing decisions at Timor hotel Atambua. The coefficient of determination obtained shows that 99.8% of the level of purchasing decisions is influenced by price, people, process and physical evidence. While the other 0.2% is influenced by other variables not examined