PENGARUH CONTENT MARKETING, SALES PROMOTION, PERSONAL SELLING, DAN ADVERTISING TERHADAP MINAT BELI KONSUMEN PADA HOTEL BIUTI DI BANJARMASIN

Abstract

This study aims to analyze the influence of content marketing, sales promotion, personal selling, and
advertising on consumer buying interest in Biuti Hotels in Banjarmasin. The population in this study were
all consumers who had used services or accessed information regarding Biuti Hotels in Banjarmasin
between 2017-2018. The sampling technique was purposive sampling, and there were 96 samples. The
data analysis technique used is multiple linear regression. The results showed that content marketing,
sales promotion, and advertising had a significant effect on consumer buying interest. Then for personal
selling does not have a significant effect on consumer buying interest.