Influence of Advertising Cost and Personal Selling Cost in Increasing Room Occupancy at Renaissance Bali Nusa Dua Resort

Windari, Ni Putu (2025) Influence of Advertising Cost and Personal Selling Cost in Increasing Room Occupancy at Renaissance Bali Nusa Dua Resort. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to analyze the influence of promotional mix in increasing room occupancy at Renaissance Bali Nusa Dua Resort. Renaissance Bali Nusa Dua Resort is a five-star resort in Bali under the management of Marriott International. The resort implements various promotional activities to support room occupancy, making the Sales and Marketing department play a strategic role in promoting the hotel’s products. The management conducts a range of promotional activities, both online and conventional. The research uses a mixed methods approach, combining both qualitative and quantitative methods. Quantitative data were collected from secondary data on advertising costs and personal selling costs spent during the 2022–2024 period in the Sales and Marketing Department, and were analyzed using classical assumption tests (normality test, heteroscedasticity test, multicollinearity test), Pearson correlation coefficient, multiple linear regression analysis, t-test, Ftest, and the coefficient of determination (R²).The results show that there is a strong and significant relationship between advertising costs and personal selling costs on room occupancy. This indicates that expenditures on advertising and personal selling contribute to the increase in room occupancy. This is evident from the results of the multiple regression analysis which shows a correlation score of r = 0.929, with a significance score of 0.008 for advertising costs and 0.009 for personal selling costs, indicating a very strong relationship. The R square score of 0.863 indicates that 86.3% of the variation in room occupancy is influenced by advertising and personal selling costs, while the remaining 13.7% is influenced by other factors such as sales promotion, direct marketing, and online reviews. These findings imply that promotional strategies through advertising and personal selling contribute significantly to increasing occupancy. Based on these results, it is recommended that management diversify promotional platforms, including utilizing TikTok to expand audience reach, as well as strengthening personal selling activities such as site inspections, sales calls, and business trips directed toward potential clients.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Promotion, Advertising, Personal Selling, Cost, Sales and Marketing
Subjects:	Ilmu Sosial Humaniora > Ilmu Sosial
Divisions:	Jurusan Pariwisata > Prodi D4 Manajemen Bisnis Pariwisata > Skripsi
Depositing User:	Ni Putu Windari
Date Deposited:	29 Aug 2025 00:19
Last Modified:	29 Aug 2025 00:19
URI:	https://repository.pnb.ac.id/id/eprint/17344

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