ANALISIS PERBANDINGAN MARKETING MIX 7P TERHADAP KEPUTUSAN MENGINAP PADA REDDOORZ DAN PENGINAPAN MELATI DI KOTA BLITAR

This study analyzes and compares the influence of the 7P Marketing Mix (Product, Price, Promotion, Place, People, Process, Physical Evidence) on customer decisions to stay at RedDoorz (a digital-based lodging) and Melati Inns (conventional accommodations) in Blitar City. Using a quantitative comparative approach with 170 respondents and multiple regression analysis with dummy variables, the result show that Product, Price, and Physical Evidence significantly affect stay decisions. While there is no overall significant difference in Marketing Mix implementation between the two accommodation types, Physical Evidence and Promotion emerge as the main distinguishing elements. Theses findings offer strategic insights for accommodation managers to strengthen marketing aspect with the greatest impact on customer decisions.