Pengaruh Strategi Pemasaran dan Mutu Layanan terhadap Tingkat Hunian Kamar (Studi Kasus di King Royal Hotel Brebes)

Abstract

This study aims to determine the effect of marketing strategy and service quality on room occupancy rates at King Royal Hotel Brebes. This type of research is quantitative. The population of this study was visitors with a sample of 98 respondents. The method of collecting surveys by distributing questionnaires to respondents both directly and online using google forms. The technique of determining the number of samples in the study used random sampling techniques. Data analysis using the SPSS program. The results stated that partially the marketing strategy variable had a calculated t value < t table where (5.889 > 1.661) with a significance level of 0.000 < 0.05 that the marketing strategy had a significant positive effect on room occupancy rates; partially, the service quality variable has a calculated t value < t table where (6.279 > 1.661) with a significance level of 0.000 < 0.05 that service quality has a significant positive effect on room occupancy rates; simultaneously marketing strategies and service quality on room occupancy rates show the results that the F value is calculated < F table is (152.696 > 3.942), with a significant level of 0.000 < 0.05, then the variables of marketing strategy and service quality together (simultaneous)  Positive effect on room occupancy rate. It is expected to maintain the quality of service to consumers, competent and experienced human resources to design the right marketing strategy to maximize guest visits and room occupancy rates. Also so that guests who have made reservations want to stay again at King Royal Brebes.