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Abstract:
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This study aims to find out: the influence of marketing strategies 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 using a sample
of 98 respondents. The survey collection method is 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 25 program. The results of the study
stated that; 1) partially, the marketing strategy variable has a calculated value of
ttable < where (5.889 > 1.661) with a significance level of 0.000 < 0.05 that the
marketing strategy has a significant positive effect on room occupancy rates; 2)
partially, the service quality variable has a calculated value > table where (6.279
> 1.661) with a significance level of 0.000 < 0.05 that the quality of service has a
significant positive effect on room occupancy rates; 3) simultaneously marketing
strategies and service quality on room occupancy rates show the results that the
calculated value of the Ftable > is (152.696 > 3.942), with a significant level of
0.000 < 0.05, So the variables of marketing strategy and service quality together
(simultaneously) have a positive effect on room occupancy rates. 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 King Royal Brebes. |