The Influence of Marketing 5.0 on Hotel Room Purchase Decision through Traveloka (Case study of Four Points By Sheraton) = The Influence of Marketing 5.0 on Hotel Room Purchase Decision through Traveloka (Case study of Four Points By Sheraton)

This research aims to determine the influence of Marketing 5.0 on the Purchase Decision of Hotel Room Purchase Decision in the city of Makassar. The study also seeks to identify whether the Marketing 5.0 variable has an impact on purchase decision, using 120 Traveloka users as respondents through a questionnaire survey with purposive non�probability sampling. The analysis used in this study is multiple regression analysis, with a significance level of 0.5, using IBM SPSS version 25 software. The research results indicate that Marketing 5.0 with its three indicators, namely Convenience, Trust, and Security, has a positive and significant partial effect on the independent variable, which is the purchase decision of Hotel Room in the city of Makassar. The results of the analysis of independent variables with dependent variables show the influence of the three Marketing 5.0 indicators on the Purchase Decision of Hotel Room in the city of Makassar. The contribution of Convenience, Trust, and Security to Purchase Decision is 58.3%, while the remaining 41.7% is due to factors beyond the scope of this study.

Keyword : Marketing 5.0, Convenience, Trust, Security, Purchase Decision