PENGARUH PELAKSANAAN BAURAN PROMOSI TERHADAP PEMBENTUKAN CITRA PERUSAHAAN PADA HOTEL SANTIKA BANDUNG

Tourism industry, especially business hotels holding a major role

increasing state devise from non-mages sector and world wide tourism and next

that fund can increasing state income.

Santika Bandung Hotel of the company that move in business, demand

hotel side to increasing more marketing strategic especially in promotion so

targeted consume know about Santika Bandung Hotel, at the end will form a good

image of company. That thing is none other to increasing room hotel sales

volume.

The purpose of this research is to know the response of respondent to

promotion mix program by Santika Bandung Hotel, to know how Santika Bandung

Hotel image in the eye of consume and for to know how big the influence of

promotional mix to company image forming at Santika Bandung.

The method used in this research is descriptive and verivikative with 100

sample, which is this sample is guest that stay at Santika Bandung Hotel, also

using rank spearman correlation analysis to know the influence, to make it more

easlly in data analysis process, writer used SPSS for Window Software version 12.

Result from the research showed that correlation between promotional

mix with company image forming is strong, 0,797 and have a positive relation.

The value of influence promotional mix to company image forming is 63,55% and

rest is 36,48% influenced by other factor that cannot be analyze by write such as,

serving quality, price or also location. Which means the more good promotional

mix by Santika Bandung Hotel, the more also influenced to company image

forming.