THE EFFECT OF MARKETING COMMUNICATION MIX TOWARDS THE PURCHASE DE CISION OF MICE PRODUCTS: A CASE STUDY FROM SANTA MONICA HOTEL & CONVENTION IN BOGOR

The MICE industry has been growing in Indonesia. With this potential, the lodging and accommodation businesses have a bright prospect of growth. Due to this matter, the accommodation industry is facing a tight competition, struggling to stand out from other establishments. Marketing communication mix has been proven to affect consumer’s buying behavior and simultaneously consumer’s purchase decision. This study investigates the effect of the five elements of marketing communication mix, namely advertising, personal selling, sales promotion, public relation, and direct marketing towards consumer’s purchase decision. The study is conducted at Santa Monica Hotel & Conference Bogor, a convention hotel that focuses on the MICE market. Questionnaires are distributed to 100 organizations that have held MICE activity at the hotel. The data is tested for validity, reliability, normality, heteroscedasticity, and multicollinearity. T-test and F-test is done to test the presence or absence of effect from each marketing communication mix elements towards purchase decision. The result shows that marketing communication mix does have simultaneous effect on purchase decision of MICE products, with personal selling and sales promotion as the elements that affect purchase decision. Advertising, public relation, and direct marketing does not show any effect towards purchase decision.


Introduction
Good marketing is essential for success.
Individuals and organizations engage in marketing activities both formally and informally (Kotler and Keller, 2012). Kotler and Keller (2012) also stated that finance, operations, accounting, and other business functions will not matter without sufficient products and services demand to make profit. Hence marketing is very important especially in the 21 st century.
Marketing communication is the art of communicating brands to stand out from others. It outlines the coherent, consistent, and clear use of the company's communication options to send a message to its audiences (Ouwersloot and Duncan, 2008). Its important has grown in recent years, as many products and services are reaching their maturity stage of the life cycle. Thus, it is hard to make a product or service stand out from only the related inherent qualities (Keller, 2001 Purchase decision is "the buyer's decision about which brand to purchases", means it is the final stage of the buying process that resulted in an action of buying a product or service (Kotler and Armstrong, 2012;in Mustika and Andari, 2015). In purchase decision stage, consumers have already made a preferred brand from the set of alternative brands selection (Gomez and Cuellar-Healey, 2013

Marketing Communication Mix
The idea of marketing communication mix

Advertising
Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor which is, the source of the advertising came from the sponsor (Kotler and Armstrong, 2010).
Advertising informs customers of a product or service, creating awareness and knowledge about the existence of the product or service (Todorova, 2015).
Probably the most common in the marketing real, it is the 'senior' or 'elder statesman' of the marketing communications industry (Pickton and Hartley, 1998). Advertising is delivered through various distribution channels, such as TV, radio, magazines, newspapers and billboards.

Personal Selling
Personal selling is face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions and procuring orders (Keller, 2013). In personal selling, the seller present ideas and products to the client in personal (Todorova, 2015). Since the 1990s, sellers have a portfolio of relationships with their customers.
Maintaining relationship with customer encouraged sales and marketing actions to customers.

Public relations
Public relations are variety of programs designed to promote or protect a company's image or it's individual  (Keller, 2013). Public relations are not focused on the product and focused at the whole company instead. It creates good publication of the company, in which would influence public opinion about the company (Todorova, 2015).
Good image about the company would encourage consumers to buy products from the associated company.

Purchase Decision
Purchase decision is the final stage at

Research Method
This study is a causal research with quantitative method to analyze the data.
In conducting a causal research, the intention of the researcher is to be able to state that variable X causes variable Y.
Hence when variable X is altered, it will make a difference in variable Y (Sekaran, 2003 Hence, the unit of observation for this study is an individual that belong to the buying center of an organization, or the individual that is responsible for the purchase decision making of the organization.
In this study, the population that will be the target of investigation is organizations which has purchased and experienced the MICE facilities of the hotel. Because the unit of analysis is the whole organization, the population of this study is all organizations that have purchased MICE product at Santa Monica Hotel & Convention in the last 12 months. Sample will be taken from this population, because study of a sample rather than the whole population is "likely to produce more reliable result" (Sekaran and Bougie, 2013

First Hypothesis
The first is that advertising will affect the purchase decision. However, the result of the regression shows t-score of advertising is only -2.279, which is lower than the indicator value in the t  2016).

Second Hypothesis
Personal selling is shown to have an effect towards consumer's purchase decision. The t-score is 2.229, which is relatively higher than the indicator measurement of 1.9876. Personal selling maintains relationship with consumers, which encouraged sales and marketing actions to customers. The success of personal selling might also be coming from the target market itself, which is organizations and not an individual. A business to business market rely more on the personal marketing. Vu (2016) also stated that personal selling is more powerful than advertising.

Third Hypothesis
With t-score of 3.343, sales promotion is the most significant in affecting  (Tichindelean, 2015). Careful and precise planning of marketing communication activities will surely lead to higher affectivity of each of the marketing communication mix.

Conclusion
The aim of this study is to find out does