IMPLEMENTATION OF PROMOTION STRATEGY (PULL AND PUSH) TOWARDS THE CUSTOMER VALUE OF NON-STAR HOTELS IN THE AREA EAST PRIANGAN

Abstract

This research is purposed to obtain the empirical proof, find the clarification of a phenomenon, and the conclusion about the promotion strategy implementation (pull) and promotion strategy (push) towards the formation of customer value of non-starred hotel in East Priangan. This research uses quantitative approach with inductive and descriptive methods, namely collecting, presenting, analyzing, examining the hypothesis, and arranging the conclusions and suggestions. The data obtained from questionnaires from the customers of non-starred hotels in East Priangan selected to be the research samples. The results of data analysis and discussions show that: 1). Promotion strategy implementation (pull) of non-starred hotels in East Priangan is good based on the customer perception. 2). Promotion strategy implementation (push) of non-starred hotels in East Priangan is good based on the customer perception. 3). Customer value of non-starred hotels in East Priangan is good based on the customer perception. 4). There is an influence of promotion strategy implementation (pull) and promotion strategy (push) towards the customer value of non-starred hotels in East Priangan.