PENGARUH PROMOSI TERHADAP TINGKAT HUNIAN KAMAR PADA MESRA BUSINESS DAN RESORT HOTEL DI SAMARINDA
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
Full Text:
PDFReferences
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.
DOI: http://dx.doi.org/10.54144/jadbis.v8i1.3270
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
Jurnal Administrasi Bisnis FISIPOL UNMUL by http://e-journals.unmul.ac.id/ is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.