THE REVIEW OF EFFECTIVENESS TOWARDS MARKETING STRATEGY MELIÃ PUROSANI HOTEL

YENI AFRIANTO, Fahmi Prihantoro, S.S, S.H, M.Hum

2014 | Skripsi | PARIWISATA

Beragamnya daya tarik wisata yang terdapat di Daerah Istimewa Yogyakarta (DIY) serta kondisi lingkungan dan keamanan yang relatif kondusif menjadikan DIY sebagai destinasi wisata yang cukup diminati wisatawan. Hal ini mendorong para investor untuk menanamkan modal di DIY pada bidang industri jasa akomodasi. Pertumbuhan hotel yang pesat mengharuskan para pelaku industri ini menerapkan strategi pemasaran yang tepat untuk memasarkan produknya, begitu halnya dengan Hotel Meliã Purosani. Penelitian ini bertujuan untuk mengetahui apa sajakah strategi pemasaran yang diterapkan manajemen Hotel Meliã Purosani dan bagaimana keefektifannya dalam menarik minat pasar. Dalam memasarkan produk jasanya, Hotel Meliã Purosani menerapkan strategi pemasaran yang diturunkan dari bauran pemasaran: strategi produk dengan competitive product strategy; strategi penetapan harga dengan demand differential strategy dan Revenue Yielding Management; strategi lokasi yang berada di lokasi strategis; dan strategi promosi penjualan personal selling andalannya Sales Blitz dan advertising. Untuk mengetahui keefektifannya, dilakukan survey dengan populasi yang digunakan adalah tamu yang menginap di hotel ini. Sampel yang didapatkan sebanyak 100 orang responden berdasar teknik Non-Probability Sampling dengan pendekatan Insidental Sampling, dan metode analisis yang digunakan adalah metode penelitian kombinasi. Berdasarkan analisis tersebut, diketahui bahwa strategi pemasaran yang diterapkan Hotel Meliã Purosani telah efektif dalam menarik minat pasar. Faktor produk, harga, tempat, dan promosi yang dimiliki hotel ini mampu menarik minat pasar sehingga target perusahaan dapat terlampaui.

The diversity of tourist attraction located in the Special Region of Yogyakarta (Daerah Istimewa Yogyakarta - DIY), along with relatively favorable environmental and safety conditions make DIY as a tourist destination that sufficiently attracts tourists. This encourages many investors to invest in the field of accommodation services industry. The rapid growth of the hotel industry requires all companies running in this field implements the right marketing strategies to market their products, as well as Meliã Purosani Hotel. This study aimed to determine the marketing strategy implemented by Meliã Purosani Hotel management and how about its effectiveness in attracting market. In marketing its services product, Meliã Purosani Hotel implemented marketing strategies derived from marketing mix: product strategy with competitive product strategy; pricing strategies with differential demand strategy and “Revenue Yielding Management” strategy; located on the strategic location, and promotion strategy with its unique “Sales Blitz” personal selling and advertising. To determine its effectiveness, the research is conducted with a survey with the population used is this hotel staying guests. Samples obtained are 100 respondents based on Non- Probability Sampling technique with Incidental Sampling approach, and the method of analysis used is mixed methods. Based on this analysis, it is known that the marketing strategy implemented by Meliã Purosani Hotel had been effective in attracting market. Product, price, place, and promotion factor that owned by the hotel is able to attract the market so that the company target could be exceeded

Kata Kunci : strategi pemasaran, bauran pemasaran,dan pencapaian target.