PENGARUH DIFERENSIASI PRODUK, DIGITAL MARKETING DANKEBIJAKAN HARGA TERHADAP KEPUTUSAN WISATAWANMENGINAP DI THE COMPASS ROSE UBUD

Abstract

 The tourism industry is an important sector in national development. Bali is a
province in Indonesia which is well known for having extraordinary tourism
potential. Hotel is an accommodation facility that provides lodging facilities as
well as food and beverage services which are commercial in nature and are
growing rapidly. The beauty of the beaches in Bali can be an added value for the
hotel itself and an attraction for tourists who will stay at that place. The purpose
of this study is to analyze the effect of Product Differentiation, Digital Marketing
and Pricing Policies on Tourist Decisions di The Compass Rose Ubud.
The research location is The Compass Rose Ubud Bali. The method of
determining the sample using the method purposive sampling. The sample of this
research is consumers or customers who are aged 17 years and over as many as
110 respondents. The analysis technique used is multiple linear regression
analysis.
The results of the study show that product differentiation has a positive and
significant effect on tourists' decisions at The Compass Rose Ubud. Digital
marketing positive and significant effect on tourists' decisions The Compass Rose
Ubud. Pricing policy has a positive and significant effect on tourist decisions.
Product differentiation, digital marketing and price policy has a positive and
significant effect on tourists' decisions The Compass Rose Ubud. Differentiation
variables the product has the most dominant influence on tourists' decisions at
The Compass Rose Ubud.