Pengembangan Strategi Pemasaran di Asana Sincerity Dorm

Abstract

Asana Sincerity Dorm merupakan salah satu unit hotel yang milik PT. Aerowisata. Industri perhotelan yang memiliki persaingan yang ketat dan terkena dampak dari pandemi Covid-19. Asana Sincerity Dorm harus melakukan perencangan strategi untuk kedepannya. Tujuan dari penelitian untuk mengetahui keadaan strategi pemasaran di Asana Sincerity Dorm, mengidentifikasi keadaan atribut bauran pemasaran di Asana Sincerity Dorm saat ini dan mengetahui keadaan atribut perlu ditingkatkan kinerjanya, dan menyusun strategi bagi pihak Asana Sincerity Dorm. Penelitian ini menggunakan bauran pemasaran dan Importance Performance Analysis (IPA). Hasil penelitian ini, evaluasi kinerja dari Asana Sincerity Dorm adalah baik, promosi merupakan prioritas perbaikan atribut. Rekomendasi strategi yang dihasilkan ataranya (1) meningkatkan intesitas promo online; (2) Promosi melalui media sosial; (3) Melakukan sales promosi; (4) Paket Promosi Work from hotel.

Asana Sincerity Dorm is a hotel unit owned by PT. Aerowisata. The hotel industry has intense competition and has been affected by Covid-19. Asana Sincerity Dorm must to plan a strategy. The aims of the study were to determine the state of the marketing strategy at Asana Sincerity Dorm, identify the current state of the marketing mix attributes at Asana Sincerity Dorm and determine the state of the attributes that need to be improved, and develop strategies for Asana Sincerity Dorm. This research uses marketing mix and Importance Performance Analysis (IPA). the results of this study, the performance evaluation of Asana Sincerity Dorm is good, promotion is a priority for attribute improvement. The resulting strategy recommendations include (1) increasing the intensity of online promos; (2) Promotion through social media; (3) Conducting sales promotions; (4) Work from hotel Promotion Package.