Penerapan Strategi Bauran Promosi Pada Departemen Sales & Marketing Yang Efektif Terhadap Penjualan Selama Masa Pandemi Covid-19 (Studi Kasus Pada Hotel The 101 Malang OJ)

Angelina, Laurensia Bella and Dr. Drs. R. Rustam Hidayat,, M.Si, and Sovia Rosalin,, S.Kom, S.AP,M.BA (2023) Penerapan Strategi Bauran Promosi Pada Departemen Sales & Marketing Yang Efektif Terhadap Penjualan Selama Masa Pandemi Covid-19 (Studi Kasus Pada Hotel The 101 Malang OJ). Diploma thesis, Universitas Brawijaya.

Abstract

Jumlah wisatawan mancanegara yang masuk ke Indonesia mengalami penurunan yang cukup signifikan akibat adanya pandemi Covid- 19. Tingkat hunian hotel di beberapa wilayah di Indonesia, tak terkecuali Kota Malang juga mengalami penurunan penjualan dan tingkat hunian (occupancy). Berdasarkan fenomena tersebut industri perhotelan di Kota Malang yakni salah satunya Hotel The 1O1 Malang OJ dituntut memiliki metode maupun rumusan bauran promosi tersendiri di tengah ketatnya persaingan selama masa pandemi Covid-19. Tujuan penelitian ini dilakukan untuk mengetahui penerapan strategi bauran promosi pada Departemen Sales & Marketing Hotel The 1O1 Malang OJ yang efektif terhadap penjualan selama masa pandemi Covid-19. Metode yang digunakan adalah metode kualitatif deskriptif dengan menggunakan pendekatan studi kasus. Data dalam penelitian ini diperoleh melalui wawancara, observasi, dan dokumentasi. Pencapaian penjualan Departemen Sales & Marketing Hotel The 1O1 Malang OJ selama masa pandemi Covid-19 dibuktikan dengan tingkat hunian (occupancy) dan room revenue yang cenderung selalu memperlihatkan perkembangan dan menunjukkan progress peningkatan. Penerapan strategi bauran promosi (advertising, personal selling, sales promotion, direct marketing, dan public relation) menjadi bagian terpenting yang berpengaruh dalam keberhasilan peningkatan penjualan Hotel The 1O1 Malang OJ selama masa pandemi Covid-19. Data online & offline production analysis dan data grafik room revenue Departemen Sales & Marketing memperlihatkan bahwa segmen offline banyak mendominasi capaian penjualan Departemen Sales & Marketing Hotel The 1O1 Malang OJ selama masa pandemi Covid-19.

English Abstract

The number of foreign tourists entering Indonesia has decreased significantly due to the Covid-19 pandemic. Hotel occupancy rates in several regions in Indonesia, including Malang City, have also experienced a decline in sales and occupancy rates. Based on this phenomenon, the hotel industry in Malang City, one of which is The 1O1 Malang OJ Hotel, is required to have its own promotional mix methods and formulations in the midst of intense competition during the Covid-19 pandemic. The purpose of this study was conducted to determine the implementation of a promotional mix strategy in the Sales & Marketing Department of The 1O1 Malang OJ Hotel that is effective for sales during the Covid-19 pandemic. The method used is descriptive qualitative method using a case study approach. The data in this study were obtained through interviews, observation, and documentation. The sales achievement of the Sales & Marketing Department of The 1O1 Malang OJ Hotel during the Covid-19 pandemic is evidenced by the occupancy rate and room revenue which tend to always show development and show increasing progress. The implementation of the promotion mix strategy (advertising, personal selling, sales promotion, direct marketing, and public relations) is the most important part that influences the success of increasing sales of The 1O1 Malang OJ Hotel during the Covid-19 pandemic. Online & offline production analysis data and room revenue graph data of the Sales & Marketing Department show that the offline segment dominates the sales achievements of the Sales & Marketing Department of The 1O1 Malang OJ Hotel during the Covid-19 pandemic.

Item Type:	Thesis (Diploma)
Identification Number:	0523170105
Uncontrolled Keywords:	Strategi Promosi, Bauran Promosi, Hotel, Pandemi Covid-19.-Promotion Strategy, Promotion Mix, Hotel, Covid-19 Pandemic
Divisions:	Program Vokasi > D4 Manajemen Perhotelan
Depositing User:	soegeng sugeng
Date Deposited:	03 Nov 2023 02:22
Last Modified:	03 Nov 2023 02:22
URI:	http://repository.ub.ac.id/id/eprint/204177

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