Implementation of Direct Marketing to Enhance Meeting Package Purchasing Decisions at Grand Zuri Kuta Bali

Ni Putu Irma Yuni  Asih; I Gede  Mudana; Ni Putu Wiwiek Ary  Susyarini; Ni Nyoman  Triyuni; Ni Made  Sudarmini

doi:10.58982/injogt.v4i3.497

Authors

Ni Putu Irma Yuni Asih Politeknik Negeri Bali, Indonesia
I Gede Mudana Politeknik Negeri Bali, Indonesia
Ni Putu Wiwiek Ary Susyarini Politeknik Negeri Bali, Indonesia
Ni Nyoman Triyuni Politeknik Negeri Bali, Indonesia
Ni Made Sudarmini Politeknik Negeri Bali, Indonesia

DOI:

https://doi.org/10.58982/injogt.v4i3.497

Keywords:

direct marketing, purchasing decision, meeting package

Abstract

Purpose: This study aims to analyze the implementation of direct marketing at Grand Zuri Kuta Bali and analyze the influence of direct marketing to enhance meeting package purchasing decisions at Grand Zuri Kuta Bali.

Research methods: Data collection methods used are questionnaires, interviews, observation and study of documents. The sampling technique for this study used a purposive sampling technique with a sample of 75 respondents. The data analysis technique used is simple linear regression analysis. Before carrying out the analysis, validity and reliability tests were carried out on the questionnaires distributed to the respondents. This study uses SPSS 25 to process the data that has been obtained from the respondents.

Findings: The direct marketing variable partially has a positive influence on the meeting package purchase decision at the Grand Zuri Kuta Bali. The results of the (partial) t test show that the significance value of direct marketing influence on meeting package purchasing decisions is 0.000 <0.05 and the t count is 6.563 > the t table value is 1.66600.

Implication: The existence of a positive and significant influence shows that with the increased implementation of direct marketing, the decision to purchase meeting packages at Grand Zuri Kuta Bali has also increased.

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