THE IMPACT OF PROMOTION ON ROOM OCCUPANCY RATE IN MESRA BUSINESS AND RESORT HOTEL SAMARINDA

  • Muhammad Fikry Aransyah Universitas Mulawarman
  • Fareis Althalets
  • Tuti Wediawati
  • Andini Sari

Abstract

Purpose: The purpose of this research is to test and analyze the effect of the development of room occupancy rates at the Mesra Business and Resort Hotel in Samarinda


Research methods: Primary data obtained by conducting interviews with 70 respondents using a questionnaire— secondary data collected by conducting field observation. Data were analyzed using a simple linear regression method with the help of SPSS statistical software version 23.


Results and discussions: The result showed that the promotion variables consisting of advertising, direct sales, sales promotion, publicity, and word of mouth simultaneously had a significant effect on room occupancy rates.


Conclusion: The promotional mix variable has a positive and significant effect on the room occupancy rate variable or the consumer's decision to choose a place to stay at the Mesra Business and Resort Hotel.

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Published
Dec 30, 2020
How to Cite
ARANSYAH, Muhammad Fikry et al. THE IMPACT OF PROMOTION ON ROOM OCCUPANCY RATE IN MESRA BUSINESS AND RESORT HOTEL SAMARINDA. International Journal of Applied Sciences in Tourism and Events, [S.l.], v. 4, n. 2, p. 150-157, dec. 2020. ISSN 2580-5592. Available at: <http://ojs.pnb.ac.id/index.php/IJASTE/article/view/1907>. Date accessed: 24 jan. 2021. doi: http://dx.doi.org/10.31940/ijaste.v4i2.1907.
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Articles