Pengaruh Customer Relationship Management Dan Social Media Marketing Terhadap Purchase Decisions Pada Favehotel Braga Bandung Tahun 2020

Abstract

ABSTRAK Hotel merupakan salah satu faktor penting dan kebutuhan yang dapat mendukung pariwisata. Ketersediaan hotel sangat diperlukan bagi para wisatawan baik lokal maupun mancanegara sebagai tempat yang nyaman untuk beristirahat ketika mereka sedang berkunjung ke suatu daerah atau tempat. Banyak hal yang menjadi bahan pertimbangan dan harapan di bidang hospitality misalnya service yang diberikan dengan harga yang kompetitif. Maka dari itu, perusahaan perlu melakukan customer relationship management dan promosi yang tepat sehingga dapat membuat audiens tertarik hingga melakukan keputusan pembelian terhadap perusahaan tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh customer relationship management dan social media marketing terhadap purchase decisions pada Favehotel Braga Bandung. Jenis penelitian ini adalah kuantitatif dengan metode deskrptif kausal. Teknik analisis yang digunakan adalah analisis regresi linier berganda. Berdasarkan penelitian yang telah dilakukan, dapat disimpulkan bahwa tanggapan responden dalam variabel customer relationship management termasuk dalam kategori sangat baik, variabel social media marketing termasuk dalam kategori sangat baik, dan variabel purchase decisions juga termasuk dalam kategori sangat baik. Secara keseluruhan dapat disimpulkan bahwa customer relationship management dan social media marketing memiliki pengaruh terhadap purchase decisions sebesar 58,3% sedangkan sisanya sebesar 41,7% dipengaruhi oleh variabel lainnya yang tidak diteliti. Kata Kunci : Customer Relationship Management, Social Media Marketing, Purchase Decisions ABSTRACT Hotels are one of the important factors and needs that can support tourism. Offering hotels that are very much needed for tourists both local and foreign as a convenient place to rest their compilation is visiting the area or place. Many things are taken into consideration and expectations in the hospitality sector, for example services provided at competitive prices. Therefore, companies need to do customer relationship management and promotions that are appropriate so that it can make the audience interested in making purchase decsions of the company. This study aims to determine the effect of customer relationship management and social media marketing on purchase decisions at Favehotel Braga Bandung. This type of research is quantitative with causal descriptive methods. The analysis technique used is multiple linear regression analysis. Based on the research that has been done, it can be concluded that the response of respondents in the customer relationship management variable is included in the very good category, the social media marketing variable is included in the very good category, and the purchase decision variable is also included in the very good category. Overall it can be concluded that customer relationship management and social media marketing have an influence on purchase decisions of 58.3% while the remaining 41.7% is influenced by other variables not examined. Keyword : Customer Relationship Management, Social Media Marketing, Purchase Decisions