This research will be analyzed consumer purchase in syariah hotel from the perspective of marketing mix consisting of product, price, place, promotion, people, physical evidence and processes on consumer... more
This research will be analyzed consumer purchase in syariah hotel from the perspective of marketing mix consisting of product, price, place, promotion, people, physical evidence and processes on consumer purchase in Syariah hotel Banyumas with religiousity as variable moderation. Sampling techniques used is purposive sampling covering hotel guests who is or stayed, guests muslim and guests who stayed more than once. The total sample of 58 respondents research. The method of analysis in this research using multiple regression analysis for testing H1-H7. While for testing variable moderation use the residual The result of this research shows that there is significant impact products, price, place, and promotion of purchase syariah hotel guests. Than process negative and significantly impact to purchase syariah hotel guests. Then physical evidance and people no significant on purchase syariah hotel guests. Meanwhile religiousity moderating impact between marketing mix 7P on purchase syariah hotel guests.