THE EFFECT OF PRICE AND PROMOTION ON MUSLIM CONSUMER SATISFACTION AT ADIMULIA HOTEL MEDAN ON NEW YEAR'S EVE 2025

Mutia Arda, Dewi Andriany

Abstract


New Year's Eve celebrations have become a tradition carried out by various groups around the world, including in Indonesia. At this moment, people often plan special activities, such as staying at a hotel or enjoying promotional offers from various hospitality services. This study aims to analyze the effect of price and promotion on Muslim consumer satisfaction at the Adimulia Medan Hotel on New Year's Eve 2025. This study uses a quantitative method with multiple regression analysis techniques. Data were collected through questionnaires from 40 respondents selected using purposive sampling techniques. The results of the partial test (t-test) show that price has a positive and significant effect on Muslim consumer satisfaction. Promotion also has a positive and significant effect on Muslim consumer satisfaction. Meanwhile, the results of the simultaneous test (F-test) show that price and promotion together have a significant effect on Muslim consumer satisfaction. The coefficient of determination (R²) of 76.6% indicates that the price and promotion variables together are able to explain variations in Muslim consumer satisfaction, while the rest is influenced by other variables not studied. The implication of this study is the importance of the Adimulia Medan Hotel in designing a marketing strategy that is not only competitive but also in accordance with Islamic values to increase Muslim consumer satisfaction.


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DOI: https://doi.org/10.3059/insis.v0i0.22664

DOI (PDF): https://doi.org/10.3059/insis.v0i0.22664.g12805

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