ABSTRACT
The study aimed to determine the influence of market segmentation, promotion, purchase decision as an intervening variable to the sales volume of MICE at Aryaduta Suites Semanggi during the Covid-19 pandemic. 112 respondents were selected by a non-probability sampling from the population of bookers/meeting planners that handle the reservations and events. The data were analyzed using Structural Equation Modeling based on Partial Least Square (PLS). The results showed that market segmentation and promotion influenced the purchase decision. Meanwhile, market segmentation, promotion, and purchase decisions did not influence the sales volume. The hypothesis of market segmentation's influence on sales volume through purchase decision was rejected, and the promotion's influence on sales volume through purchase decision was also rejected. Therefore, a purchase decision was not the media function of market segmentation and promotion. This model has goodness of fit of 74.1%.
