The Implementation of Promotion Mix to Enhance Customer Engagement at Radisson Blu Bali Uluwatu

Wahab, Alvi Murtafiul (2024) The Implementation of Promotion Mix to Enhance Customer Engagement at Radisson Blu Bali Uluwatu. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

The promotion mix combines various promotional tools and techniques that companies use to effectively achieve their marketing goals, a strategy employed by Radisson Blu Bali Uluwatu. This research aims to examine the implementation of the promotion mix at Radisson Blu Bali Uluwatu and determine its impact on customer engagement. Data were collected through questionnaires from 95 respondents using non-probability sampling that was accidental sampling. The study employed quantitative analysis methods, including data quality tests, correlation analysis, classical assumption tests, simple linear regression, coefficient of determination, hypothesis test, and descriptive statistical analysis to determine the promotion mix implementation. The findings indicate that Radisson Blu Bali Uluwatu has effectively implemented its promotion mix. Furthermore, the promotion mix shows a strong positive and significant relationship with customer engagement, evidenced by a simple correlation test result of 0.603. The regression coefficient of 0.481 indicates that a one-unit increase in the value of the promotion mix will increase customer engagement by 0.481. The coefficient of determination, valued at 0.364, indicates that the promotion mix contributes 36.4% to enhancing customer engagement at Radisson Blu Bali Uluwatu, while the remaining 63.6% is influenced by other factors not examined in this research.

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