The Impact of Marketing Mix, Technology Acceptance, and Perceived Value Towards Customers’ Purchase Decisions at The 3-Star Hotels in Jakarta, Indonesia

Abstract

The purpose of this research study was to investigate the impact of marketing mix, technology acceptance, and perceived value towards customers’ purchase decisions at the 3-Star hotels in Jakarta, Indonesia. The population of this study focuses of foreign guests who stay in 3-Star hotels. The sample scope was 400 foreign guests of 3-Star hotels in Jakarta, Indonesia. The data was taken right after guests check out using convenience sampling method. To analysis of the data, frequency, percentage, mean, standard deviation and multiple linear regression were used. The results of the study showed that hypothesis of marketing mix was rejected at statistical significant level more than 0.05 while technology acceptance, and perceived value impact towards customers’ purchase decisions is accepted at the statistical significant level of 0.05.