Putri, Ni Kadek Sudiasih Ari Artini (2025) Strategi Marketing Hotel Ayodya Resort Bali melalui E-Commerce (Website) dalam Optimalisasi Tingkat Hunian Kamar. Undergraduate thesis, Politeknik Negeri Bali.

[thumbnail of Full Text] Text (Full Text)
RAMA_93308_2115744086_ 0031126084_full.pdf - Accepted Version
Restricted to Repository staff only
Download (3MB) | Request a copy
[thumbnail of Cover, Bab 1, Bab 5 dan Referensi] Text (Cover, Bab 1, Bab 5 dan Referensi)
RAMA_93308_2115744086_ 0031126084_0004069501_part.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (543kB)
[thumbnail of iThenticate] Text (iThenticate)
RAMA_93308_2115744086_iThenticate.pdf - Accepted Version
Restricted to Repository staff only
Download (1MB) | Request a copy

Abstract

This study aims to determine the appropriate e-commerce (website-based) marketing strategy to increase room occupancy at Hotel Ayodya Resort Bali. The research method used is descriptive qualitative with a SWOT analysis approach. Data collection techniques include interviews, observation, documentation, and literature review. The analytical tools used are the IFAS (Internal Factor Analysis Summary), EFAS (External Factor Analysis Summary), IE (Internal-External) Matrix, and SWOT Matrix. The IFAS analysis results show that the company's main strengths lie in its strategic location in the ITDC Nusa Dua area and its internationally recognized brand reputation, with the highest score of 0.60. The main weaknesses are the low adaptability of human resources to digital technology and the limited digital marketing content, with the lowest score of 0.10. The total IFAS score of 2.95 indicates that the company's internal condition is relatively strong. The EFAS analysis identifies the primary opportunity as the growth of digitalization and online booking trends (score 0.60), while the main threat is intense competition among five-star hotels in Nusa Dua (score 0.30), with a total EFAS score of 2.70. The IFAS and EFAS scores plotted on the IE Matrix place the company in Quadrant II, or “grow and build,” which recommends a stability strategy. The SWOT analysis results produce SO, WO, ST, and WT strategies. The SO strategy focuses on optimizing the official website to increase direct bookings through exclusive offers and cultural content. The WO strategy emphasizes the development of digital skills among staff and the improvement of website UI/UX. The ST strategy is carried out by strengthening the hotel's location advantage and Balinese architectural identity. The WT strategy includes market diversification and enhancement of physical facilities. The practical implication of this research shows that e-commerce strategies through the website can increase promotional efficiency and strengthen independent room distribution channels. Theoretically, the SWOT and IE approaches are proven to be effective in formulating sustainable digital marketing strategies in the hospitality industry.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Marketing Strategy, E-Commerce, Website, SWOT, Hotel Ayodya Resort Bali
Subjects: Ilmu Ekonomi > Ilmu Manajemen
Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: Ni Kadek Sudiasih Ari Artini Putri
Date Deposited: 30 Aug 2025 08:21
Last Modified: 30 Aug 2025 08:21
URI: https://repository.pnb.ac.id/id/eprint/18443

Actions (login required)

View Item View Item