Analisis Tingkat Kepuasan Tamu Dan Promosi Terhadap Keputusan Pembelian Paket Wisata

Authors

Otto Chen Universitas Bunda Mulia

DOI:

Abstract

This study examined the partial and simultaneous effects of guest satisfaction and promotion on purchasing decisions using a quantitative descriptive–explanatory approach. Primary data were collected via an online purposive questionnaire from 389 Italian and Spanish tourists, and secondary data from literature and company documents. Data were analyzed in IBM SPSS 25 with descriptive statistics, validity and reliability tests, classical assumption checks, and multiple linear regression. Results show both guest satisfaction and promotion positively and significantly influence purchasing decisions, with guest satisfaction notably having the larger standardized coefficient. The findings highlight the importance of timely responses, accurate scheduling, and staff professionalism to improve satisfaction, alongside targeted promotional activities. Improving satisfaction and promotion will strengthen loyalty, increase profitability, and help Lotus Asia Tour Bali expand and sustain its international market share effectively.

Keywords: Customer Satisfaction, Lotus Asia Tour Bali, Promotion, Purchase Decision.

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