Analisis Pelaksanaan Bauran Pemasaran Dan Hubungannya dengan Peningkatan Jumlah Hunian Kamar Pada Hotel Gemilang Muara Bulian

Abstract

This research is motivated because the hotel company is growing very rapidly and there is high
competition in hotels, of the many hotels this is the only hotel that is in demand so many do not
know the implementation of the marketing mix in relation to the room occupancy rate at the
resplendent hotel. The aims of this study are: 1) to determine the marketing mix at the gemilang
muara bulian hotel, 2) to determine the condition of the occupancy rate at the gemilang muara
bulian hotel, 3) to determine and analyze the relationship between the marketing mix and the
occupancy rate at the gemilang muara bulian hotel. This study uses a qualitative descriptive data
analysis method by collecting relevant data from events or facts that exist with the research
problem, namely regarding the implementation of the marketing mix and the condition of the room
occupancy rate at the Gemilang Muara Bulian hotel. The data analysis tool uses the monthly
economic growth and development formula. The results of this study can be seen from the
implementation of the marketing mix consisting of 7 aspects, namely product, price, promotion,
place, people, process, physical evidence. It can be seen that the room occupancy rate has
increased in the last 2 years. Based on the results of interviews with the Hotel Gemilang, all
aspects studied have been carried out quite well, but there are still some obstacles that occur in it.
And for the marketing mix itself there is no relationship with the room occupancy rate at Hotel
Gemilang due to the Covid-19 outbreak.