PENGARUH PESAN BROSUR TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GRAND SETIABUDI HOTEL & APARTMENT

Abstract

ABSTRACT

This study aims to find out the description of the message of the Grand Setiabudi Hotel & Apartment brochure, to know the description of the purchase decisions of Grand Setiabudi Hotel & Apartment consumers and to determine the effect of the brochure message on the purchase decision of the Grand Setiabudi Hotel & Apartment. The dimensions of consumer purchasing decisions consist of the introduction of needs, information search, alternative evaluations, purchasing decisions, post-purchase consumption and evaluation. This study uses a quantitative research approach with descriptive research methods and the sample studied by 40 respondents using the probability sampling method with the sampling technique that is simple random sampling. The analysis technique in this study is descriptive analysis, simple linear regression analysis, simultaneous F hypothesis test and coefficient of determination. The results of the study stated that the message brochure variable (X) had a positive and significant effect on consumer purchasing decision variables (Y). The influence of message brochures on consumer purchasing decisions is worth 60.1%.