The Implementation of Marketing Media to Increase Room Occupancy at Infinity8 Bali

Indrayani, Novi and Triyuni, Ni Nyoman and Astawa, I Ketut (2022) The Implementation of Marketing Media to Increase Room Occupancy at Infinity8 Bali. Repositori Politeknik Negeri Bali.

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Abstract

The Covid-19 pandemic in 2020 had a considerable impact that required Infinity8 Bali to continue to look for potential market opportunities. This effort is carried out by carrying out promotions to increase product sales, especially for rooms. Infinity8 Bali difficulty in finding guests that made room occupancy a major problem. One way of promotion is through several marketing media. This study aims to analyze marketing media in increasing room occupancy at Infinity8 Bali. This study used quantitative methods and data were analyzed using multiple linear regressions in the SPSS version 26 program. From 95 respondents, the results showed that the marketing media used through face to face selling, telemarketing, and online marketing had a simultaneous positive effect on increasing room occupancy in Infinity8 Bali is 36,482 which is greater than the F-table of 2,70 with a significance value of 0,000 which is smaller than 0,05. In the results of the t test that has been carried out, face to face selling has a partially positive effect on increasing room occupancy at Infinity8 Bali by 2,102, which is greater than t table 1,662 with a significance value of 0,038. Telemarketing has a partial positive effect on increasing room occupancy at Infinity8 Bali by 3.692, greater than t table 1,662 with a significance value of 0,000 less than 0,05. Online marketing has a partial positive effect on increasing room occupancy at Infinity8 Bali by 2,581, greater than 1,662 with a significance value of 0,011, less than 0,05. To increase the influence of each of these marketing media, Infinity8 Bali needs to improve its marketing strategy, one of which is by making more promotions and looking for existing potential markets through market segmentation such as online travel agents, offline travel agents, government, corporate, and direct reservation or walk-in guests.

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