Penerapan Dynamic Pricing Pada Front Offfice dan Sales & Marketing Department di Grand Mercure Malang Mirama

Dhani Akbar, Al and Anggi Martiningtyas Januwati Saputri, S.pd., M.Sc (2023) Penerapan Dynamic Pricing Pada Front Offfice dan Sales & Marketing Department di Grand Mercure Malang Mirama. Diploma thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menjawab pertanyaan. Pertama, mengetahui pelaksanaan dynamic pricing pada front office dan sales & marketing department? Kedua, apa tujuan dari penerapan dynamic pricing pada pada front office dan sales & marketing department? dan mengetahui strategi yang dilakukan Grand Mercure Malang Mirama. Metode penelitian yang digunakan dalam penelitian ini yaitu metode deskriptif kualitatif, Teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Data dianalisis dengan Teori strategi penetapan harga yaitu Profit Oriented, Volume Oriented, Image Oriented, Price stabilization, dan Maintain Customer Loyalty. Dari hasil penelitian ini dapat disimpulkan, Grand Mercure Malang Mirama menerapkan Dynamic Pricing pada Front Office dan Sales & Marketing Department dengan penetapan harga kamar, meeting room, dan ballroom yang diatur oleh sistem dari Accor group. Revenue Executive bertanggung jawab untuk mengelola dan memperbarui harga, menjadikan Dynamic Pricing strategi krusial dalam meningkatkan pendapatan hotel dan bersaing di pasar kompetitif. Tujuan implementasi Dynamic Pricing di Front Office melibatkan profitabilitas optimal, citra positif dengan harga sesuai ekspektasi pelanggan, adaptasi harga sesuai perubahan pasar, dan mempengaruhi loyalitas pelanggan, khususnya anggota Accor membership. Di Sales & Marketing Department, tujuan serupa berfokus pada profitabilitas maksimal, citra merek, stabilitas harga, dan mempertahankan loyalitas pelanggan. Grand Mercure Malang Mirama menganggap Dynamic Pricing sebagai strategi unggul untuk memaksimalkan penjualan berdasarkan permintaan, menciptakan hasil revenue yang lebih besar dibandingkan dengan strategi harga statis atau lainnya.

English Abstract

The study aims to address several questions: firstly, to understand the implementation of dynamic pricing in the front office and sales & marketing department; secondly, to determine the objectives of implementing dynamic pricing in these departments; and thirdly, to explore the strategies employed by Grand Mercure Malang Mirama. The research methodology applied is qualitative descriptive, utilizing data collection techniques such as observation, interviews, and documentation. Data analysis is conducted using the Pricing Strategy Theory, encompassing Profit Oriented, Volume Oriented, Image Oriented, Price Stabilization, and Maintaining Customer Loyalty. The findings reveal that Grand Mercure Malang Mirama employs Dynamic Pricing in the Front Office and Sales & Marketing Department, regulating room, meeting room, and ballroom prices through the Accor group's system. The Revenue Executive is responsible for managing and updating prices, making Dynamic Pricing a crucial strategy in enhancing the hotel's revenue and competitiveness in the market. The implementation objectives in the Front Office include optimal profitability, a positive image with prices aligning with customer expectations, adapting prices to market changes, and influencing customer loyalty, particularly among Accor membership. In the Sales & Marketing Department, similar goals focus on maximizing profitability, brand image, price stability, and retaining customer loyalty. Grand Mercure Malang Mirama considers Dynamic Pricing as a superior strategy to maximize sales based on demand, resulting in greater revenue compared to static pricing or other strategies.

Item Type:	Thesis (Diploma)
Identification Number:	052317
Uncontrolled Keywords:	Dynamic Pricing, Front Ofice, dan Sales & Marketing,
Depositing User:	Annisti Nurul F
Date Deposited:	29 Jan 2024 01:37
Last Modified:	29 Jan 2024 01:37
URI:	http://repository.ub.ac.id/id/eprint/214449

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