PENGARUH ADVERTISING DAN SERVICE QUALITY TERHADAP BUYING INTEREST (STUDI PADA HOTEL DAUN HIJAU SUKABUMI)

Authors

  • Budhy Darmawan Institut Manajemen Wiyata Indonesia
  • Gita Nurfitrianti Institut Manajemen Wiyata Indonesia

Keywords:

Advertising, Service Quality, Buying Interest

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Advertising (X1) dan Service Quality (X2) terhadap Buying Interest (Y) di Hotel Daun Hijau Sukabumi. Pengambilan sampel menggunakan teknik purposive sampling. Data penelitian diperoleh dari membagikan kuesioner tentang Advertising, Service Quality, dan Buying Interest kepada 109 responden. Teknik analisis data menggunakan metode analisis regresi berganda menggunakan aplikasi IBM SPSS Statistics 21. Hasil penelitian menyatakan bahwa variabel Advertising (X1) berpengaruh signifikan terhadap Buying Interest (Y), sedangkan variabel Service Quality (X2) berpengaruh signifikan terhadap Buying Interest (Y).

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Published

2021-04-03

How to Cite

Darmawan, B., & Nurfitrianti, G. (2021). PENGARUH ADVERTISING DAN SERVICE QUALITY TERHADAP BUYING INTEREST (STUDI PADA HOTEL DAUN HIJAU SUKABUMI). Jurnal Bisnis, Manajemen & Ekonomi, 17(2), 33–49. Retrieved from https://journal.widyatama.ac.id/index.php/jbme/article/view/597

Issue

Vol. 17 No. 2 (2019): Jurnal Bisnis Manajemen & Ekonomi

Section

Articles

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