The Effectivity of E-Commerce in Increasing The Room Occupancy at Intercontinental Bali Resort, Jimbaran

This study is based on the effectiveness of e-commerce implementation increasing room occupancy. It aims to find out how effective the implementation of e-commerce is and to find out the most effective variables in increasing the room occupancy at InterContinental Bali Resort. This research theoretically is expected to support other research by providing additional information regarding the development of e-commerce activities and practically is expected to be useful for hotel management to evaluate the effectiveness of e-commerce implementation. The data collection methods used in this research are documentation, interviews, and observations. The data analysis technique used is a quantitative analysis which is done through the calculation of the percentage of effectiveness using the effectiveness formula, and descriptive qualitative that is done to explain the information and data in the form of numbers collected during conducting research. Data processing is done using Microsoft Excel and the results of data analysis in the form of numbers, percentages, and graphs will be qualitative in the form of information to answer the problem formulation, make conclusions and suggestions for this research. The implementation of e-commerce which is examined in this research is through B2B and B2C strategies. Based on the analysis that has been done, the results show that the average effectiveness of e-commerce is reaching 100% or it is categorized as “Very Effective” and B2B strategy is more effective in contributing room occupancy because it can exceed the target to be achieved.


INTRODUCTION
Tourism is one of the major players in international commerce and the fastest growing economic sectors which represents one of the main income sources for many developing countries. As one of Indonesia's favourite tourism destinations, Bali was chosen as the travelers' choice top destination in 2017 by Trip Advisor Travellers Choice ratings. The high popularity of Bali as a tourist destination causes very tight competition among the hospitality business and its tourism industry especially hotels as they built to cater to the tourist needs.
Hotel is one kind of accommodations that uses partly or fully the building to provide service for the public that is managed commercially (Ekaningrum, 2016: 41). Recognizing that 25.80% of total hotels in Bali are built in Badung Regency makes a very competitive business cannot be avoided and create a fierce battlefield as companies fight to capture a similar type of guest (Statistic of Bali Province, 2019). With that competition, hotels in Bali compiled various marketing strategies in increasing room occupancy to be able to compete competitively. The success of a hotel in increasing room occupancy is inseparable from the efforts made by the Sales & Marketing Department in the form of e-commerce activities. The presence of ecommerce helps a Sales & Marketing Department to promote the products to the consumers through online portal and it can be accessed by all people in the world.
E-commerce is defined as a way to sell and buy goods (and services) through the internet network, but this of course, covers various aspects, included purchase transactions and fund transfers via computer networks (Nugroho, 2006: 5). There are four types of ecommerce based on their characteristics, such as Business to Business (B2B), Business to Customer (B2C), Customer to Customer (C2C), and Customer to Business (C2B) (Pratama, 2015: 10). However, this research is focusing to discuss the Business to Business (B2B) and Business to Customer (B2C). B2B is an online business communication system between business people, while the sellers in selling their products, do not interact and communicate directly with consumers. Whereas B2C can be interpreted as a type of electronic commerce where a company (Business) sells its products directly to buyers (Customers) or without using an intermediary (distributor). information that must be presented in the right time, the right format so that it can be understood, consistent with the previous format, the contents are in accordance with current needs and complete or by following the needs and conditions (Mc Leod, 2007: 41). The purposes of this study are to find out how effective the implementation of e-commerce is and to find out the most effective variables in increasing the room occupancy at InterContinental Bali Resort.

RESEARCH METHOD
The location of the study is at InterContinental Bali Resort, located at Uluwatu Street, No. 45, Jimbaran, South of Kuta, Bali. There is a total of 3 variables that have been used in this research, such as Business to Business (B2B), Business to Customer (B2C), and Room Occupancy. Variables are anything in the form of whatever is determined by researchers to be studied so that information is obtained about it, then conclusions are drawn (Sugiyono, 2014). The population used in this research is all the Online Travel Agencies (OTA) liaised with InterContinental Bali Resort and the sample only 10 OTA selected to be studied in this research. The data used in this study is quantitative data in form of target of the room nights to be achieved, the total of room night contribution (room sold), and room occupancy. In this study, the study documentation, interview, and observation are used to collect the data needed. Researches concerning effectivity of e-commerce to hotel's room occupancy had been done by some researches such as Caliskan (2013) (2018). However, they did not cover all aspects of e-commerce channel distributions as we do (Business to Business and Business to Customer). Besides that, the location they chose is different from the one that researcher do.
Data analysis technique used in this study are quantitative analysis and qualitative descriptive analysis. Quantitative analysis which is used to answer the problem identification through the effectiveness formula (Mahmudi, 2005), as below:

= × 100%
The descriptive qualitative analysis technique used to describe the information obtained from the effectiveness calculation through the effectiveness formula, then the results of calculations and tabulation of data in the form of percentages, tables and graphs are then analyzed, presented, interpreted and systematically described.  shown that the effectivity criteria are lies in "Very Effective".

2.
The Effectivity of E-Commerce through B2C Implementation  This contribution is used to provide an overview of the benefit of using the e-commerce, so it will assist in taking appropriate method in increasing room occupancy in the following year. In the year 2017 the contribution from e-commerce is 46.31% from the total room occupancy is 72.48%. Furthermore, in 2018 the contribution of e-commerce decreased at In the year 2016, the total reservation of OTAs is 50% from the total room occupancy is 58% and on the year 2017 the total reservation from OTAs raised 51% from the total room occupancy is 59%. This percentages show that the contribution from OTAs distribution channel has great influence toward increased the room occupancy (Dewi, 2018).

CONCLUSIONS
Based on result of data analysis, can be concluded that B2B has increased every year from 2017-2019 and is able to produce room night contribution which is exceed the target and it is categorized to be effective. However, the implementation of B2C is categorized ineffective since the overall contribution still below the desire target. Furthermore, the variables that give the most effective contribution to the room occupancy is Business to Business (B2B), as it is able to exceed the desire target, if compared with Business to Customer (B2C) variable. realize that this thesis is not perfect yet and aware that there are any deficiencies found on this thesis. Therefore, on this occasion the researcher would like to apologize for the oversight and required some criticism and suggestion to make this thesis even better in the future.

ACKNOWLEDGMENT
Hopefully this research can be beneficial for all of us.