The influence of sales promotion and pricing strategy on purchase intention at discovery Kartika Plaza Hotel during the Covid-19 pandemic

This study aims to analyze the effect of sales promotion and pricing strategy on the purchase intention at Discovery Kartika Plaza Hotel during the COVID-19 pandemic. The data collection technique used was by distributing questionnaires to 195 respondents who have stayed at hotels in the Kuta Area, Bali for the last 3 years (2019-2022). Respondents were selected using purposive sampling. The analysis technique used is the classical assumption test, multiple linear regression analysis, t test, F test, coefficient of determination and effective contribution using the SPSS for Windows version 25.0 program. The results showed (1) sales promotion had a positive and significant effect on purchase intention (