The analysis of marketing strategy at PT. OYO Rooms Indonesia in Medan

Faustine, Faustine (2020) The analysis of marketing strategy at PT. OYO Rooms Indonesia in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Seeing that the government has a tourism plan for North Sumatra, the hotel industry in Medan also started to grow. PT. OYO Rooms Indonesia has also expanded to Medan in 2018 and there are already more than 60 OYO rooms in Medan. Therefore, this research purpose is to analyze the corporate strategy of PT. OYO Rooms Indonesia in Medan in marketing segment and, also to analyze the marketing strategies that OYO Medan has applied. The grand theory of this research is from Yoganandan and Pugazh (2015), a company or organization uses consumer perception to develop its marketing strategy to maintain current customers and to attract potential customers. To answers the research problem, qualitative approach is being used. The data collection methods are interview, questionnaire, observation to collect primary data, and supported with secondary data. This research analyzed several elements such as marketing strategy, marketing mix, promotional tools, perception, and SWOT analysis. The result of this research shows that there is a complex relation between marketing mix towards peoples’ perceptions and the result from the IFAS and EFAS value, 3.65 and 3.6, the SWOT analysis diagram shows that OYO is located on the first diagram that support an aggressive growth strategy. PT. OYO Rooms Indonesia in Medan is currently fixing its system because it can affect other elements or departments such as marketing. OYO Medan has also done most of the marketing strategies except for public relation. The researcher would recommend OYO Medan to analyze deeper in people’s perception./Melihat bahwa pemerintah memiliki rencana pariwisata untuk Sumatera Utara, industri perhotelan di Medan juga mulai berkembang. PT. OYO Rooms Indonesia melakukan ekspansi ke Medan pada tahun 2018 dan hingga kini sudah ada lebih dari 60 kamar OYO. Oleh karena itu, tujuan penelitian ini adalah untuk menganalisis strategi perusahaan PT. OYO Rooms Indonesia di Medan dan juga untuk menganalisis strategi pemasaran yang sudah diterapkan OYO. Teori utama penelitian ini diambil dari Yoganandan dan Pugazh (2015), perusahaan atau organisasi menggunakan persepsi pelanggan untuk mengembangkan strategi pemasaran untuk mempertahakan pelanggan yang sudah ada dan menarik calon pelanggan. Penelitian ini menggunakan pendekatan kualitatif. Metode pengumpulan data dengan wawancara, kuesioner, observasi (data primer), dan didukung dengan data sekunder. Penelitian ini menganalisis beberapa elemen seperti strategi pemasaran, bauran pemasaran, alat promosi, persepsi, dan analisis SWOT. Hasil penelitian ini menunjukkan bahwa ada hubungan yang kompleks antara bauran pemasaran terhadap persepsi masyarakat dan hasil dari nilai IFAS dan EFAS, 3,65 dan 3,6, diagram analisis SWOT menunjukkan bahwa OYO terletak pada diagram pertama yang mendukung strategi pertumbuhan secara agresif. PT. OYO Rooms Indonesia di Medan saat ini sedang memperbaiki system karena hal ini dapat mempengaruhi departemen lain seperti pemasaran. OYO Medan juga telah melakukan Sebagian besar strategi pemasaran kecuali hubungan masyarakat. Peneliti merekomendasikan OYO Medan untuk menganalisa persepsi masyarakat.

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