Putra, Aubriana Widyanindita Hapsari and Dr. Drs. Dwiatmanto,, M.Si and Deasy Chrisnia Natalia, SE., MM (2022) Strategi Pemasaran Untuk Meningkatkan Penjualan Kamar Di Yusro Hotel Jombang Pada Masa Endemi Covid-19. Diploma thesis, Universitas Brawijaya.
Abstract
Pada tahun 2020 pandemi Covid-19 melanda di seluruh dunia, termasuk Indonesia. WHO (World Health Organization) menjelaskan perlunya pembatasan aktifitas masyarakat dalam mencegah penyebaran virus ini sehingga pemerintah menerapkan beberapa kebijakan yang sangat berdampak bagi dunia pariwisata termasuk hotel. Akibat menurunnya jumlah okupansi kamar hotel, maka sebagian besar hotel di Indonesia harus berhenti beroperasi. Yusro Hotel Jombang memilih tetap beroperasi pada saat pandemi hingga saat ini. Penelitian ini bertujuan untuk mengetahui strategi pemasaran, bauran pemasaran (7P) dan analisis SWOT serta mengetahui kendala yang dihadapi oleh Yusro Hotel Jombang pada saat pandemi hingga saat Endemi Covid-19. Penelitian ini menggunakan metode deskriptif kualitatif dengan teknik pengambilan data observasi, wawancara, studi pustaka serta menafsirkan dan mengintepretasi data sesuai apa yang terjadi. Metode purposive sampling didapatkan melalui wawancara pihak internal hotel yaitu Sales Manager, Sales Executive, Front Office Supervisior, dan HRD serta pihak eksternal hotel yaitu 3 tamu yang menginap. Hasil penelitian menujukkan bahwa Yusro Hotel Jombang dalam menerapkan bauran pemasaran dengan 5 aspek yang menonjol yaitu product, price, promotion, place, dan process. Berdasarakan hasil diagram cartesius SWOT, Yusro Hotel Jombang berada di kuadran 1 yakni strategi agresif (SO) dengan melakukan beberapa strategi yaitu (1) Mempertahankan konsep syariah untuk hotel bintang tiga (2) Memanfaatkan media sosial sebagai media promosi (3) Menggunakan kolam renang untuk event (4) Menyediakan fasilitas yang lebih untuk tamu. Dengan tetap mematuhi kebijakan pemerintah terkait dengan pencegahan penyebaran Covid-19 dan menerapkan protokol kesehatan dapat meningkatkan kepercayaan dan kepuasan pelanggan dalam pelayanan.
English Abstract
In 2020, the pandemic of Covid-19 has spread over the world, including Indonesia. The Indonesian government implemented some regulations quickly when WHO (World Health Organization) announced to control people mobilization for preventing the virus dispersal until impacted in tourism industry, including hospitality. The worst impact experienced by most hotels in Indonesia was stoped operating in room occupancies. Yusro Hotel Jombang decided to continue operating during Covid-19 pandemic and endemic period. This study aims to determine the marketing strategy, marketing mix (7P), SWOT analysis and the obstacles during pandemic and endemic of Covid-19. The method used in this research was qualitative description with the technique of collecting data included observation, interviews, refrence studies as well as interpreting and outlining the exisiting data with the current situation. Puposive sampling technique was applied in this reasearch and interviews were conducted Sales Manager, Sales Executive, Front Office Supervisor, and HRD as informant from internal part of Yusro Hotel Jombang also 3 customers as informant from external part of Yusro Hotel Jombang. The results of this study proved that Yusro Hotel Jombang implemented the marketing mix (7P) with 5 excellent aspects namely product, price, place, promotion, and process. Based on the results of the Cartesian Diagram Analysis, Yusro Hotel Jombang was in quadrant 1, the growth strategy (SO) which was a strong market competitive position. Aplication of SO strategy in Yusro Hotel Jombang included (1) Retaining the concepts of Syariah Hotel for three-star hotel (2) Utilizing social media as a means of promotion (3) Employing the Swimming pool for event (4) Providing more facilities for customers. Complying with government policies to prevent Covid-19 dispersal and implementing health protocols can increase customer trust and satisfaction with the service of Yusro Hotel Jombang.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0522170012 |
| Uncontrolled Keywords: | Hotel, Strategi Pemasaran, Bauran Pemasaran, Analisis SWOT, Covid-19, Hotel, Marketing Strategy, Marketing Mix, SWOT Analysis, Covid-19. |
| Divisions: | Program Vokasi > Usaha Wisata |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 23 May 2023 02:59 |
| Last Modified: | 23 May 2023 02:59 |
| URI: | http://repository.ub.ac.id/id/eprint/200076 |
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