PENGARUH STRATEGI PEMASARAN DAN MUTU LAYANAN TERHADAP TINGKAT HUNIAN KAMAR (STUDI KASUS DI KING ROYAL HOTEL BREBES)

Abstract

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.