INFLUENCE OF PROMOTIONAL MIX ON CUSTOMER LOYALTY (A STUDY CASE OF ALLIUM TANGERANG HOTEL)
Keywords:Personal Selling, Direct Marketing, Sales Promotion, Public Relation, Customer Loyalty
The development of the hotel business is growing rapidly and very dynamic, with many new hotel established, it makes the customer has many option in determining their hotel being choice. In order to win the competition, the hoteliers business has to make great efforts such as make a good strategy related to promotional mix (Personal Selling, Direct Marketing, Sales Promotion and Public Relation), in addition one of the best strategies to survive the high competition in the business world today is to maintain customer loyalty.
This study used primary data obtained from field research with Allium Tangerang Hotel customers and secondary data can support the research. To collect and analyze data the authors use the help of statistical regression analysis used to determine patterns of relationship that reveal the influences of independent variables on the dependent variable.
Based on descriptive analysis of customer loyalty the mean of respondents answer related to customer loyalty variable is 3.646, it indicates that the respondents loyalties on Allium Tangerang Hotel are quite high. Regression analysis shows the Personal Selling, Direct Marketing, Sales Promotion have significant impact for customer loyalty in Allium Tangerang Hotel.