PENGARUH PROMOSI TERHADAP TINGKAT HUNIAN KAMAR PADA MESRA BUSINESS DAN RESORT HOTEL DI SAMARINDA

Andini Indria Sari

Abstract


Promotion activities carried out by a company are a combination of the variables contained in the promotion mix, these variables include advertising, direct sales, sales promotion, publicity and word of mouth. The purpose of this research is to test and analyze the effect of the promotion of room occupancy rates at the Mesra Business and Resort Hotel in Samarinda. Promotion (X) is an independent variable while Occupancy Rate (Y) is a dependent variable. Primary data were obtained by conducting interviews with 70 respondents using a questionnaire. Secondary data obtained by conducting field observation. Data were analyzed using a simple linear regression method with the help of SPSS statistical software version 23. The result showed that the promotion variables consisting of advertising, direct sales, sales promotion, publicity and word of mouth simultaneously had a significant effect on room occupancy rates. Mesra Business and Resort Hotel should increase their promotional activities through the internet, be it the official website or existing social media. Wich can be accessed anytime, anywhere.


Keywords


Promotion; Occupancy Rate

Full Text:

PDF

References


Abdullah, Thamrin & Francis Tantri. 2012. Manajemen Pemasaran. Jakarta: Rajawali Pers

Alma, Buchari. 2002. Manajemen Pemasaran dan Pemasaran Jasa. Bandung: CV Alvabeta

Arikunto, Suharsini. 2007. Manajemen Penelitian. Jakarta: PT Rineka Cipta

Bagyono. 2012. Pariwisata Dan Perhotelan. Bandung: Alfabeta

Budi, Agung Permana. 2013. Manajemen Marketing Perhotelan. Yogyakarta: CV Andi Offset.

Danang Sunyoto. 2013. Dasar-Dasar Manajemen Pemasaran. Yogyakarta: CAPS.

Ginting, Paham dan Syafrizal Helmi Situmorang. 2008. Filsafat Ilmu dan Metode Riset. Medan: USU Press

Hasan, Ali. 2013. Marketing, Cetakan Pertama. Yogyakarta: Media Pressdindo

Hermawan, Agus. 2012. Komunikasi Pemasaran. Jakarta: Erlangga

Kartajaya, Hermawan, 2009. MarkPlus Basics. Yogyakarta: Erlangga

Kotler, Philip dan Gary Amstrong. 2012. Dasar-dasar Pemasaran. Edisi Kesembilan. Jilid Satu. Jakarta: PT. Indeks Kelompok Gramedia

Kotler, Philip dan Gary Amstrong. 2012. Prinsip-prinsip Pemasaran. Edisi Kedelapan. Jilid Satu. Jakarta: Erlangga

Kotler, Philip dan Keller, Kevin L. 2008. Manajemen Pemasaran. Edisi Ketiga Belas. Jilid Dua. Jakarta: Erlangga

Lovelock, C, dan John Wirtz, 2011. “Pemasaran Jasa Perspektif edisi 7”. Jakarta: Erlangga

Lupiyoadi, Rambat. 2005. Kewirausahaan, Metode, Manajemen dan Implementasi. Yogyakarta: BPFE Yogyakarta

Mukhtar. 2013. Metode Penelitian Deskriftif Kualitatif. Jakarta: GP Press Group

Oka A. Yoeti. 2008. Ekonomi Pariwisata: Introduksi, Informasi, Dan Implementasi. Jakarta: Kompas.

Prasetya, Hery & Fitri Lukiastuti. 2009. Manajemen Operasi. cetakan pertama. Jakarta: PT. Buku Kita

Rangkuti, Freddy. 2009. Strategi Promosi yang Kreatif. Jakarta: Gramedia Pustaka Utama.

Saladin, Djaslim, 2006, Manajemen Pemasaran. Edisi Keempat. Bandung: CV Linda Karya

Saladin, Djaslim. 2004, Manajemen Strategi & Kebijakan Perusahaan. Edisi5. Bandung: CV Linda Karya

Sistaningrum, Widyani Gtyas. 2002. Manajemen Penjualan Produk. Yogyakarta: Komisius

Soegoto, Eddy Soeryanto. 2009. Entrepreneurship: menjadi pebisnis ulung, panduan bagi pengusaha, calon pengusaha, mahasiswa, dan kalangan dunia usaha. Edisi revisi. Penerbit: PT. Elex Media Komoutindo, Jakarta

Sugiyono. 2012 Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.

Sukardi. 2008. Metode Penelitian Kualitatif, Kuantitatif dan R & D. Bandung: Alfabeta

Sulistiyono, Agus. 2011. Manajemen Penyelenggaraan Hotel. Bandung: Alfabeta

Tjiptono, Fandy. 2008. Strategi Pemasaran, Edisi Ketiga. Yogyakarta: Andi

Widiana, M.E dan Sinaga Bonar. 2010. Dasar – Dasar Pemasaran. Bandung: Karya Putra Darwati.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Jurnal Administrasi Bisnis Fisipol Unmul

 

3rd Floor, Faculty of Social and Political Siences
Department of Bussines Administration 
Jl. Muara Muntai Kampus Gn. Kelua Samarinda 75411
Phone: +62 812 18880540
E-Mail: jadbis@fisip.unmul.ac.id
 

Creative Commons License
Jurnal Administrasi Bisnis FISIP UNMUL by http://e-journals.unmul.ac.id/ is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.