PENGARUH BAURAN KOMUNIKASI PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN MEETING PACKAGE

Abstract

Abstract: The Influence of Marketing Communication Mix on Decision To buy a Meeting Package. This research aims to investigate the influence of marketing mix on the decision to buy a meeting package.It was conducted using Quantitative Approach and Descriptive-Verificative Method. The object of research was the consumers of Meeting Package of Dewatha Sakti Tour &Travel of during the period of 2011 to 2013 with the population of 406 companies 80 of which were taken as the sample. The data were collected using interview and questionnaire. The  results of research show that: 1) the respondents’ responses towards the marketing communication mix applied by Dewata SaktiTour &Travel through sale promotion , personal selling and direct & interactive selling are considered to be very good;  2)  the respondents’ responses towards the meeting package buying  decision are deemed to be good; 3) simultaneously , there is a significant correlation between marketing communication mix and the decision to buy a meeting package as great as 78 % and the remaining  22%  is influenced by other  variables that were not studied; 4)the order of priorities of marketing communication in relation to the decision to buy a meeting package is as follows: sales promotion , personal selling and direct & interactive selling. Based on the results of research, it is suggested that the management of Dewata Sakti Tours &Travel improve the quality of marketing communication mix for increasing the number of meeting packages bought