Marketing Strategy through Digital Platform to Increase Sales of Wedding Package at Sthala, a Tribute Portfolio Hotel, Ubud Bali

Wulanningsih, Gusti Agung Mirah Sri and Wendri, I Gusti Made and Septevany, Elvira (2023) Marketing Strategy through Digital Platform to Increase Sales of Wedding Package at Sthala, a Tribute Portfolio Hotel, Ubud Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This research determines the internal factors and external factors of the marketing strategy and finds out how the marketing strategy through digital platforms increases sales of wedding packages at Sthala, a Tribute Portfolio Hotel, Ubud Bali. The data collection method used in this research are observations, focus group discussions with 10 employees at Sthala, a Tribute Portfolio Hotel, Ubud Bali, documentations, and analyzed using SWOT analysis. The results showed that Sthala, a Tribute Portfolio Hotel, Ubud Bali has 8 (eight) strengths, 5 (five) weaknesses, 8 (eight) opportunities, and 6 (six) threats. The results also show that Sthala, a Tribute Portfolio Hotel, Ubud Bali, obtained an IFAS score of 2.99 and an EFAS score of 2.72. Based on this score, the position of Sthala, a Tribute Portfolio Hotel, Ubud Bali in the Internal External Matrix is in cell V which means growth and stable. In this position, the strategy that can be used to increase sales of wedding packages are any strategy that prevents loss of sales and revenue.

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