Analysis of Marketing Strategies to Achieve Room Occupancy Targets with the SWOT Method at Grand Tamaro Parapat Hotel
DOI:
https://doi.org/10.22441/ijiem.v5i1.22413Kata Kunci:
Marketing strategy, SWOT analysis, SWOT matrixAbstrak
Hotel is one of the service businesses that can support improving the tourism industry through the facilities and infrastructure provided. The marketing strategy carried out by a hotel is very influential on the success of achieving the room occupancy target set by the hotel. Grand Tamaro Hotel is one of the hotels located in a tourism city in Indonesia, namely the city of Parapat, which is experiencing a problem of decreasing room occupancy rates, where from 2020 to 2022 Grand Tamaro Hotel cannot reach the room occupancy target that has been set. This study aims to determine the marketing strategy for achieving room occupancy targets using the SWOT method at the Grand Tamaro Hotel. This research is a quantitative study using purposive sampling technique as a sampling technique. The sample in this study were visitors who had visited the Grand Tamaro Hotel at least once with a total of 80 respondents. The results of this study indicate that the position of the Grand Tamaro Hotel is in quadrant II, namely the position of the diversification strategy with an IFAS score of 3.9 and an EFAS score of 4. This position shows that the Grand Tamaro Hotel faces several threats but has internal strengths. The strategy that must be applied during this condition is to take advantage of strengths to maximize long-term opportunities. Judging from the condition of the hotel, the strategy that can be applied is the S-T strategy which utilizes strength factors to overcome the threats at the Grand Tamaro Hotel.Unduhan
Referensi
Fitri Afiana, N., Aryanny, E., & Afiana, N. F. (2023). Marketing Strategy Analysis on Features Live Shopping with Game Theory (Case Study: Live Shopping Users in Surabaya City). IJIEM (Indonesian Journal of Industrial Engineering & Management), 4, 288–302. https://doi.org/10.22441/ijiem.v4i3.20931
Christiawan, E. M. (2022). Strategi Pemasaran Pada Masa Pandemi Covid-19 di Hotel Amaris Teuku Umar. 01(01), 197–205.
Hidayat, M., & Latief, F. (2018). Strategi Peningkatan Jumlah Hunian Hotel Dengan Analisis Swot. PARADOKS : Jurnal Ilmu Ekonomi, 1(1), 15–27. https://doi.org/10.33096/paradoks.v1i1.80
Ikhsanto, jurusan teknik mesin L. N. (2020). Analisis Pengaruh Bauran Pemasaran 7P Terhadap Keputusan Pembelian Kopi Luwak Mataram. Jurnal Dinamika Sosial Ekonomi, 21(1), 15–25.
Indrayani Hamin, D., Isyana Pongoliu, Y., Manajemen, J., Ekonomi, F., & Negeri Gorontalo, U. (2023). Analisis Swot Dalam Penentuan Strategi Pengembangan Wisata Pantai Taulaa. JAMBURA: Jurnal Ilmiah Manajemen Dan Bisnis, 6(1), 418–428. https://ejurnal.ung.ac.id/index.php/JIMB/article/view/19798
Makkarennu, Astuti, T., & Ridwan. (2019). Strategi Pengembangan Usaha pada Industri Kayu Gergajian Melalui Pendekatan SWOT dan IFAS-EFAS Analysis. J. Ilmu Teknol. Kayu Tropis, 17(1), 90–100. http://ejournalmapeki.org/index.php/JITKT/article/view/464
Melasari, S., Sujana, I. N., & Suwena, K. R. (2019). Analisis Swot Pada Hotel Banyualit Singaraja. Jurnal Pendidikan Ekonomi Undiksha, 10(2), 365. https://doi.org/10.23887/jjpe.v10i2.20131
Muhammad Supriyanto, & Muhammad Taali. (2022). Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Pengambilan Keputusan Menginap Di the Sun Hotel Madiun. Epicheirisi: Jurnal Manajemen, Administrasi, Pemasaran Dan Kesekretariatan, 2(2), 26–33. https://doi.org/10.32486/epicheirisi.v2i2.458
Muhlisin, Wijaya, H., & Dewi, R. (2020). Peranan Analisis Swot Sebagai Dasar Di Dalam Merancang Strategi Pengembangan Hotel (Studi Kasus Pada Hotel Ranggonang Sekayu). Adminika, 6(2), 95–110. http://poltekanika.ac.id/journal/index.php/adm/article/view/179
Prince, Y., Dosinaen, R. P., & Sastika, W. (2019). Usulan Strategi Pemasaran Pada Pt Gunung Amal Solution International Dengan Menggunakan Analisis Strength, Weakness, Opportunity, Treath Dan Matriks Ifas Efas Tahun 2019. Jurnal Manajemen Pemasaran, 5(2), 909–918. https://openlibrarypublications.telkomuniversity.ac.id/index.php/appliedscience/article/view/10222
Rahim, E., & Mohamad, R. (2021). Strategi Bauran Pemasaran ( Marketing Mix ) Dalam Perspektif Syariah. MUTAWAZIN (Jurnal Ekonomi Syariah), 2(1), 15–26. https://doi.org/10.54045/mutawazin.v2i1.234
Sofia Maisaroh, S., & Waluyo, M. (2023). Analysis of Marketing Strategies at Fried Chicken Restaurant Nelongso UPN Branch Using the SWOT Analysis Method. IJIEM (Indonesian Journal of Industrial Engineering & Management), 4,471–481. https://doi.org/10.22441/ijiem.v4i3.21527
Tambunan, R. J., & Agushinta R, D. (2020). Analisis Strategi Bisnis Pt. Tolu Dengan Pendekatan BMC Menggunakan Metode EFAS, IFAS dan SWOT. Sistemasi, 9(3), 435. https://doi.org/10.32520/stmsi.v9i3.774
Widyastuti, N. (2018). Analisis Bauran Pemasaran Di Hotel Pangeran Beach Padang. Jurnal Pendidikan Dan Keluarga, 10(1), 29. https://doi.org/10.24036/jpk/vol10-iss1/504
Wiswasta, I. G. N. A., Agung, I. A. A., & Tamba, I. M. (2018). Analisis SWOT (Kajian Perencanaan Model, Strategi, dan Pengembangan Usaha).
Zainuri, M., Nuringwahyu, S., & Zunaida, D. (2019). Analisis SWOT Sebagai Dasar untuk Merencanakan Strategi Pemasaran (Studi pada Ciptaningati Culture Hotel). Jiagabi, 8(1), 40–50.
Zulfa, J. F., & Rachmawati, I. (2021). The Analysis of Swot and IE Matrix Toward Marketing Strategy Pt Bumi Mulia Seed. E-Proceeding of Management, 8(5), 5549–5557.
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that:
1. This paper has not been published in the same form elsewhere.
2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the exclusive right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
1. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in the Work.
2. Authors may reproduce or authorize others to reproduce the Work or derivative works for the authors personal use or for company use, provided that the source and the UMB copyright notice are indicated, the copies are not used in any way that implies UMB endorsement of a product or service of any employer, and the copies themselves are not offered for sale.
3. Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
