Analisis Promotion Mix Terhadap Tingkat Penjualan di Hotel Bahtera Resort and Convention

Abstract

Hotel Bahtera Resort and Convention mengalami penurunan penjualan meskipun telah menggunakan biaya promosi yang tinggi untuk meningkatkan penjualan. Tujuan penelitian yaitu mengidentifikasi dan menganalisis pengaruh kegiatan promosi terhadap tingkat penjualan, serta merekomendasikan kegiatan promosi yang berpengaruh dalam meningkatkan penjualan. Analisis data dilakukan dengan analisis deskriptif dan analisis regresi linear berganda. Hasil analisis menunjukkan kegiatan promosi dilakukan dengan advertising (endorsement, online travel agent, dan billboard), personal selling (canvassing), public relation (kegiatan sosial), sales promotion (cashback dan potongan harga), dan direct marketing (telepon marketing). Kegiatan promosi secara bersama-sama berpengaruh terhadap tingkat penjualan sebesar 61,2%. Rekomendasi kegiatan promosi yang paling berpengaruh dalam meningkatkan adalah direct marketing dan sales promotion.

Hotel Bahtera Resort and Convention experienced a decline in sales despite using high promotional costs to increase sales. The purpose of the study is to identify and analyze the influence of promotional activities on sales levels, as well as recommend promotional activities that have an effect on increasing sales. Data analysis was carried out by descriptive analysis and multiple linear regression analysis. The results of the analysis show that promotional activities are carried out with advertising (endorsement, online travel agent, and billboard), personal selling (canvassing), public relations (social activities), sales promotion (cashback and discounts), and direct marketing (telephone marketing). Promotional activities together have an effect on the sales level by 61.2%. The recommendations for promotional activities that are most influential in increasing are direct marketing and sales promotion.