The effect of e-marketing towards hotel occupancy at Grand Mercure Medan Angkasa Hotel

Nakamura, Diva Aviditya (2020) The effect of e-marketing towards hotel occupancy at Grand Mercure Medan Angkasa Hotel. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nowadays, tourism is one of industries which has a very fast growth, the example is the hotel itself. In this case, the role of the sales and marketing departments is very influential in hotels. There are so many ways that sales and marketing department can do to promote their hotel, one of the good strategies that sales and marketing department can use is E-Marketing. From the data that author get from the hotel, there was an increase in the number of occupancy in 2015-2018, but in 2019 there was a decrease in the number of occupancy from the previous year. In this case, the author wants to examine whether there is an E-Marketing impact on hotel occupancy at Grand Mercure Medan Angkasa. This research is a quantitative research conducted at Grand Mercure Medan Angkasa Hotel. As this research paper will be using E-Marketing as the independent variable and the dependent variable is the Hotel Occupancy. For the data collection methods, the writer uses primary and secondary data. This research is using a census sampling. The writer distributed questionnaires to 40 respondents, which are Grand Mercure Medan Angkasa Hotel employees. The outcome of this research is that Ha is accepted, which means that the E-marketing has an effect on Hotel Occupancy at Grand Mercure Medan Angkasa Hotel. The result shows that the effect of the E-marketing towards Hotel Occupancy is 87%, the remaining 13% may come from other factors that are not discussed in this research. / Di masa ini, industri pariwisata memiliki perkembangan yang cukup pesat, salah satu contohnya adalah hotel. Dalam kasus ini, peran dari departemen sales dan marketing sangat penting. Ada banyak cara bagi departemen tersebut untuk memasarkan dan mempromosikan hotel, salah satunya adalah dengan menggunakan E-Marketing. Dari data yang di dapatkan oleh penulis dari hotel, terdapat peningkatan dalam jumlah tamu dari tahun 2015-2018, namun terdapat penurunan jumlah tamu pada tahun 2019 jika dibandingkan dengan tahun yang sebelumnya. Oleh karenanya, penulis ingin menguji apakah E-marketing memiliki efek terhadap jumlah tamu dari Hotel Grand Mercure Medan Angkasa. Penelitian ini merupakan penelitian secara kuantitatif yang dilaksanakan pada Hotel Grand Mercure Medan Angkasa. Dimana pada penelitian ini, E-Marketing akan berperan sebagai variable bebas, sedangkan jumlah tamu hotel akan berperan sebagai variable terikat. Dalam metode pengumpulan data, penulis akan menggunakan data primer dan sekunder. Penelitian ini menggunakan census sampling. Penulis akan mendistribusikan kuesioner kepada 40 karyawan Grand Mercure Medan Angkasa Hotel. Hasil dari penelitian ini adalah hipotesis alternative (Ha) diterima, yang berarti E-marketing memiliki efek terhadap jumlah tamu pada Hotel Grand Mercure Medan Angkasa. Hasil menunjukkan bahwa E-marketing memiliki efek terhadap jumlah tamu hotel sebesar 87%, sisanya 13% bisa dipengaruhi oleh factor lainnya yang tidak dibahas dalam penelitian ini.

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