The Role of External Media in Influencing Customer Decisions

Oct 13, 2025 by magicalceylontours.com 132 views

Introduction

In today's competitive hospitality industry, hotels are constantly seeking ways to differentiate themselves and attract more customers. One of the key strategies used by hotels is public relations through external media, such as brochures, social media, and advertising campaigns. However, the effectiveness of these efforts in influencing customer decisions is still a topic of debate. This study aims to explore the relationship between exposure to external media conducted by Public Relations Hotel and customer decisions to stay at the Grand Swiss-Bell Hotel Medan.

Research Methodology

The method used in this study is a correlational method, which is designed to find out whether there is a relationship between the two variables, how strong the relationship is, and the extent to which the relationship has meaning. The population that is the object of research is a domestic guest who is a hotel customer, with a total of 2,520 people. To determine the number of samples, researchers use the Yamane Taro Formula with 10% precision and a 90% confidence level, which produces 96 samples. The sampling technique used is purposive sampling, which allows researchers to choose respondents who meet certain criteria.

Data is collected in two ways, namely library research and field research. Library research involves analyzing existing literature on the topic, while field research involves collecting primary data from hotel customers. Data analysis techniques include a single table analysis, cross table analysis, and hypothesis test with the formula for the level of level correlation by Spearman. The analysis was carried out using Statistical Product and Service Solutions (SPSS) version 15.0 software, and supported by the Guilford scale to test the level of significance of the effect of independent variables (exposure to external media) on the dependent variable (customer decision).

Research Findings

The results showed that there was a low relationship but surely between the exposure of external public relations media and the customer's decision to stay. Although the relationship is not strong, the existence of significant relationships provides important insights for hotel management in designing more effective marketing and communication strategies.

Analysis and Explanation

From the findings, we can draw some conclusions. First, exposure to external media such as brochures has an important role in influencing customer decisions, although it may not be directly. External media can increase customer awareness about hotel offers and strengthen the image of the brand that hotel management wants to display.

Second, a low relationship shows that there are other factors that also influence the customer's decision to stay. For example, price factors, service quality, location, and reviews from previous guests can be an important consideration for customers. Therefore, the Grand Swiss-Bell Hotel Medan needs to take a more holistic approach in their marketing strategy, not only relying on external media.

Third, the results of this study can be the basis for hotel management to improve the quality of communication and promotion carried out. The use of social media, informative websites, and attractive ad campaigns can further enhance the attractiveness of the hotel for customers.

The Role of External Media in Influencing Customer Decisions

External media plays a crucial role in influencing customer decisions, particularly in the hospitality industry. Hotels use various forms of external media, such as brochures, social media, and advertising campaigns, to promote their services and attract more customers. However, the effectiveness of these efforts in influencing customer decisions is still a topic of debate.

The results of this study show that exposure to external media has a low but significant relationship with customer decisions to stay at the Grand Swiss-Bell Hotel Medan. This suggests that external media can increase customer awareness about hotel offers and strengthen the image of the brand that hotel management wants to display.

Limitations of the Study

This study has several limitations that need to be addressed. First, the sample size is relatively small, which may not be representative of the larger population. Second, the study only focuses on the relationship between exposure to external media and customer decisions, and does not consider other factors that may influence customer decisions.

Conclusion

Overall, this research provides a clear picture of the importance of external media in determining customer decisions to stay at the Grand Swiss-Bell Hotel Medan. Although the relationship found is low, these results still show that public relations efforts through external media have an unpredictable impact. Therefore, the development of a more integrated and effective marketing strategy is needed to improve customer decisions in choosing hotels.

Recommendations for Future Research

This study provides several recommendations for future research. First, future studies should consider a larger sample size to ensure that the results are more representative of the larger population. Second, future studies should consider other factors that may influence customer decisions, such as price factors, service quality, location, and reviews from previous guests.

Implications for Hotel Management

The results of this study have several implications for hotel management. First, hotel management should take a more holistic approach in their marketing strategy, not only relying on external media. Second, hotel management should improve the quality of communication and promotion carried out, using social media, informative websites, and attractive ad campaigns to further enhance the attractiveness of the hotel for customers.

Conclusion

In conclusion, this study provides a clear picture of the importance of external media in determining customer decisions to stay at the Grand Swiss-Bell Hotel Medan. Although the relationship found is low, these results still show that public relations efforts through external media have an unpredictable impact. Therefore, the development of a more integrated and effective marketing strategy is needed to improve customer decisions in choosing hotels.

Introduction

In our previous article, we explored the relationship between exposure to external media conducted by Public Relations Hotel and customer decisions to stay at the Grand Swiss-Bell Hotel Medan. In this article, we will answer some of the most frequently asked questions about the study and its findings.

Q: What is the purpose of the study?

A: The purpose of the study is to explore the relationship between exposure to external media conducted by Public Relations Hotel and customer decisions to stay at the Grand Swiss-Bell Hotel Medan.

Q: What is the methodology used in the study?

A: The method used in this study is a correlational method, which is designed to find out whether there is a relationship between the two variables, how strong the relationship is, and the extent to which the relationship has meaning.

Q: What is the population of the study?

A: The population that is the object of research is a domestic guest who is a hotel customer, with a total of 2,520 people.

Q: How was the sample size determined?

A: To determine the number of samples, researchers use the Yamane Taro Formula with 10% precision and a 90% confidence level, which produces 96 samples.

Q: What is the sampling technique used in the study?

A: The sampling technique used is purposive sampling, which allows researchers to choose respondents who meet certain criteria.

Q: What are the data analysis techniques used in the study?

A: Data analysis techniques include a single table analysis, cross table analysis, and hypothesis test with the formula for the level of level correlation by Spearman.

Q: What is the significance of the study?

A: The study provides a clear picture of the importance of external media in determining customer decisions to stay at the Grand Swiss-Bell Hotel Medan. Although the relationship found is low, these results still show that public relations efforts through external media have an unpredictable impact.

Q: What are the implications of the study for hotel management?

A: The study has several implications for hotel management. First, hotel management should take a more holistic approach in their marketing strategy, not only relying on external media. Second, hotel management should improve the quality of communication and promotion carried out, using social media, informative websites, and attractive ad campaigns to further enhance the attractiveness of the hotel for customers.

Q: What are the limitations of the study?

A: The study has several limitations that need to be addressed. First, the sample size is relatively small, which may not be representative of the larger population. Second, the study only focuses on the relationship between exposure to external media and customer decisions, and does not consider other factors that may influence customer decisions.

Q: What are the recommendations for future research?

A: This study provides several recommendations for future research. First, future studies should consider a larger sample size to ensure that the results are more representative of the larger population. Second, future studies should consider other factors that may influence customer decisions, such as price factors, service quality, location, and reviews from previous guests.

Conclusion

In conclusion, this Q&A article provides a clear picture of the study and its findings. We hope that this article will be helpful in answering some of the most frequently asked questions about the study and its implications for hotel management.