Analysis of the Impact of Marketing Communication Mix on Customer Purchase Intention in the 4-Stars Hotel Industry in Manado City
Keywords:
Marketing Communication Mix, Purchase Intention, Hotel IndustryAbstract
In the post-pandemic economic recovery, the hospitality industry faces increasing pressure to regain customer engagement through strategic marketing. In Manado City, 4-star hotels exhibit the highest room occupancy rates, making them key players in the regional tourism sector. The integration of marketing communication elements is vital for these hotels to maintain competitiveness. While marketing communication is known to influence consumer behavior, limited empirical evidence exists on how each component—advertising, sales promotion, personal selling, public relations, and digital marketing—individually and collectively affects purchase intention in the hospitality context. This study aims to analyze both the simultaneous and partial effects of these five marketing communication tools on customer purchase intention in Manado’s 4-star hotel industry. Utilizing a quantitative survey method, data were collected from 100 purposively sampled hotel guests and analyzed through multiple linear regression. The findings confirm that all five communication elements significantly influence customer purchase intention, both simultaneously and individually. Unlike prior research, this study highlights the unique post-pandemic dynamics within the tourism industry of North Sulawesi and offers a regional perspective on integrated marketing communication effectiveness. The results offer actionable insights for hotel managers to optimize marketing strategies, emphasizing the necessity of balanced investment across all communication channels to boost customer engagement and purchasing behavior.
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