The Influence of Market Segmentation, Promotion and Purchase Decision as an Intervening Variable to Sales Volume of MICE at Aryaduta Suites Semanggi During Covid-19 Pandemic.

Mumin, Adhi Trirachmadi and jubaidah, A and NURBAETI, NURBAETI The Influence of Market Segmentation, Promotion and Purchase Decision as an Intervening Variable to Sales Volume of MICE at Aryaduta Suites Semanggi During Covid-19 Pandemic. In: CURRENT ISSUES IN TOURISM, GASTRONOMY, AND TOURIST DESTINATION RESEARCH. Taylor & Francis Group, p. 8.

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Abstract

The study aimed to determine the influence of market segmentation, promotion, purchase decision as an intervening variable to the sales volume of MICE at Aryaduta Suites Semanggi during the Covid-19 pandemic. 112 respondents were selected by a non-probability sampling from the population of bookers/meeting planners that handle the reservation and event. The data were analyzed using Structural Equation Modeling based on Partial Least Square (PLS). The results showed that market segmentation and promotion influenced the purchase decision. Meanwhile, market segmentation, promotion, and purchase decisions did not influence the sales volume. The hypothesis of market segmentation’s influence on sales volume through purchase decision was rejected, and the promotion’s influence on sales volume through purchase decision was also rejected. Therefore, a purchase decision was not the media function of market segmentation and promotion. This model has the goodness of fit by 74.1%.

Item Type:	Book Section
Subjects:	F Hospitality & Tourism > F1001 Tourism
Divisions:	Pariwisata > Magister
Depositing User:	Mrs. NURBAETI NURBAETI
Date Deposited:	09 Nov 2022 04:35
Last Modified:	09 Nov 2022 04:35
URI:	http://repository.stptrisakti.ac.id/id/eprint/2205

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