Efektivitas Penerapan Iklan Digital Pada Era Marketing 4.0 Di Hotel Grand Mirage Resort Bali

Perkembangan industri mengalami evolusi dari pemasaran konvensional ke pemasaran berbasis digital, atau Marketing 4.0. Penggunaan media sosial sebagai alat promosi penting di zaman sekarang. Di industri hospitaliti, semakin banyak hotel mengembangkan profil mereka di media sosial secara intensif, di antaranya Grand Mirage Resort Bali. Pada awal tahun 2017 hotel telah selesai merenovasi dan rebranding wing baru mereka. Di waktu yang bersamaan, hotel memotong biaya promosi dan fokus untuk menggaet tamu milenial melalui pemasaran digital. Hasilnya, walaupun biaya promosi dipotong dan fokus pada promosi digital, promosi tetap berlangsung dengan baik dan cenderung mengalami peningkatan. Penelitian ini bertujuan untuk mengetahui efektivitas penerapan iklan digital di Grand Mirage Bali serta bagaimana meningkatkan efektivitas penerapan iklan digital di Grand Mirage Bali. Data penelitian dikumpulkan melalui kuesioner dan studi dokumentasi. Data yang sudah terkumpul dianalisis secara deskriptif menggunakan analisis AIDA. Hasil penelitian menunjukkan (a) iklan digital yang ditampilkan oleh Hotel Grand Mirage Resort Bali sudah efektif dalam penerapannya sebagai media promosi penjualan, dan (b) strategi peningkatan efektivitas penerapan iklan digital di Grand Mirage Bali yaitu memperhatikan pesan yang disampaikan dalam iklan, menggunakan visual yang indah dan atraktif, memilih tema iklan yang sesuai dengan kondisi pasar, serta menggunakan iklan dan trik pemasaran seperti memberikan penawaran terbatas. Kata Kunci: efektivitas, marketing 4.0, iklan digital, media sosial, website, AIDA

Pengaruh Electronic Service Quality dan Electronic Word of Mouth Terhadap Keputusan Pembelian Kamar Di Aston Denpasar Hotel and Convention Center

This study aimed to analyze the influence of Electronic Service Quality and Electronic Word of Mouth on Room Purchase Decisions at Aston Denpasar Hotel & Convention Center. The data were collected by distributing online questionnaires with the help of the hotel to respondents who were guests who had stayed at Aston Denpasar Hotel & Convention Center totaling 100 people. The data collected from the questionnaire were then analyzed using the classic assumption test, multiple linear regression analysis, t test, F test and coefficient of determination analysis. The results showed (1) electronic service quality had a positive and significant effect on room purchase decisions with a significance value of 0.011 <0.1 indicating that H01 was rejected and Ha1 was accepted (2) electronic word of mouth had an effect positive and significant impact on room purchase decisions with a significance value of 0.010 <0.1 indicating that H02 is rejected and Ha2 is accepted (3) electronic service quality and electronic word of mouth has a positive and significant effect on room purchase decisions with a significance value of 0,000 <0.1 indicate that H03 is rejected and Ha3 is accepted.

The Effect of Job Satisfaction on Employee Turnover Intention: Case Study in Tanadewa Resort and Spa Ubud

Employee turnover can cause problems within hospitality business. Job satisfaction commonly influence employee turnover intention. Tanadewa Resort and Spa, Ubud has high annual turnover rate. This research’s objective is to analyze the impact of job satisfaction on employee turnover in Tanadewa, Ubud. This research has total population of 48 respondents. Open question is also used to collect qualitative data within the questionnaire. The research uses Simple Linear Regression as analysis method. The result shows job satisfaction has a negative effect to employee turnover intention for 83,7%. The research recommends Tanadewa, Ubud to consider increasing the salary in term of service payment and increase the promotion opportunities.

Klasifikasi Keluhan Tamu Mengenai Pelayanan Front Office di The Westin Resort Nusa Dua Bali Berdasarkan Ulasan pada Tripadvisor

The purpose of this study is to discover the reasons and effects of recurring complaints based on the classification of guest complaints about Front Office services at The Westin Resort Nusa Dua Bali, in order to identify alternative methods to reduce the number of guest complaints. The data was gathered through documentation on TripAdvisor and an interview with the Front Office Manager, and the data analysis technique applied was descriptive qualitative. The analysis's findings revealed the reasons and consequences of guest complaints about Front Office services, which were classified into two categories: service-related complaints and attitudinal issues. Furthermore, the front office service procedures have not achieved 100 percent compliance with the SOP during the guest cycle. In the case of attitudinal complaints and service-related complaints, the reason of the complaints was determined as a disparity in SOP. This research was effective in enhancing comprehension of the reasons and effects of guest complaints regarding Front Office services on Online Travel Agents. Based on the research that has been conducted, suggestions should be addressed to hotel management as an alternate option to reduce problems that have occurred by enrolling in training.

Kualitas Pelayanan Staf Front Office Hotel Di Bali

This reseach was conducted by using the theory of service quality dimensions from Zeithaml-Parasuraman-Berry (1996). Data obtained by distributing 100 questionnaires to Japanese tourists on August 2019. The variable created refers to the role of the front office clerk from Bagiono (2012). Based on SPSS calculations, the accuracy of this research model is 73% at an error rate of 5%. From the results of data processing it is known that the average value of the service quality of front office staff at star hotels in Bali is 4.11 (good). But there are still indicators that are not good, that is, an indicator of Japanese language ability, with an average value of 3.23. Based on the results of exploratory factor analysis of 31 variables, found 7 factors forming the quality of front office staff services, 1) responsiveness with a value (13,916), 2) empathy (2,355), 3) reliability (1,513), 4) tangible (1,486) , 5) assurance (1.29), 6) friendly (1,220), and 7) communication (1,140). The biggest factor influencing the satisfaction of Japanese tourists towards the quality of front office staff services is the responsiveness factor while the lowest factor is the communication factor.

Pengaruh Insentif Finansial dan Non Finansial terhadap Kinerja Karyawan Hotel Timeshare dengan Variabel Mediasi Kepuasan Kerja

Employee performance is seen as what an employee does and what he doesn't do. Employee performance involves the quality and quantity of output, attendance at work, and timeliness of output. The level of absenteeism is quite high where an average of 14.59% per month. This can have a negative effect on employee performance, meaning that the higher the level of absenteeism will affect the lower performance of the employee. There are indications that employee job satisfaction is not optimal due to inaccurate provision of financial and non-financial incentives. Given this phenomenon, it is interesting to study given the tendency of low employee performance, the possibility of giving inappropriate or unsatisfactory incentives which causes low job satisfaction. Data were collected using a questionnaire method to 104 respondents at Karma Royal Bali. Data were analyzed using SmartPLS software. The results are that financial incentives and non-financial incentives have a positive and significant effect on job satisfaction and job satisfaction as a mediator between financial incentives and non-financial incentives on employee performance at Karma Royal Bali.

Efektivitas Pemberian Alokasi Kamar pada Biro Perjalanan Wisata: Kasus di Hotel The Kuta Beach Heritage Bali

Despite the rapid development of online travel agents who market hotel rooms via the internet, traditional travel agencies also still play an important role in marketing and booking hotel rooms. As The Kuta Beach Heritage hotel still utilizes and uses room marketing channels through offline travel agencies. This study aims to determine the effectiveness of providing room allocation or room allocation to travel agents at The Kuta Beach Heritage Bali. The data used is secondary data in the form of production from each travel agency and given room allocation. While the primary data was obtained through interviews with various related parties at the hotel. Data were analyzed quantitatively and qualitatively. The results showed that the utilization of room allocation by the travel agency had not been maximized or had not been able to achieve the target given by the hotel, which was 60%. The practical implication of this research is the need for innovative efforts to increase the production of room nights by both hotels and travel agencies

Pengaruh Kualitas Layanan Internal dan Kepuasan Kerja terhadap Kinerja Karyawan Hotel

This research was conducted to analyze the influence of internal service quality on job performance, analyze the influence of job satisfaction on job performance, and analyze the influence of internal service quality and job satisfaction on job performance at The Ritz-Carlton Bali. Questionnaires as the data collection technique were distributed to employees at The Ritz-Carlton Bali as the respondents. The total samples were 85 respondents which identified using simple random sampling technique and Slovin formula as sampling technique. The measurements of this research used a Likert scale. The methods of data analysis used were classic assumption testing, coefficient determination, hypothesis test, and testing by SPSS version 24. The results of data analysis indicated that internal service quality has a positive and significant effect on job performance at The Ritz-Carlton Bali as proven by the value of tcount (3,259) > ttabel (1,663). Job satisfaction has a positive and significant effect on job performance at The Ritz-Carlton Bali as proven by the value of tcount 2,742 > ttabel (1,663). and Internal service quality and job satisfaction simultaneously have a contributing is 5,21% through to the job performance. While the other remaining 4,79% is influenced by the other variable studied in this research.

Pengaruh Gaya Kepemimpinan terhadap Motivasi Kerja Karyawan Departemen Housekeeping di Hotel A Ubud

The competition in this industry has become extremely tight as the number of star and non-star hotels in Bali increased in 2019, reaching 4,323 hotels. The goal of this study was to examine the impact of the leadership style on the work motivation of employees in the Hotel A Ubud's Housekeeping Department. The participants in this study were all employees of the Hotel A Ubud's Housekeeping Department. In this study, a saturated sample or census technique was used for sampling. In this study, simple regression analysis was used for data analysis. The analysis results show that leadership style has a positive and significant effect on employee work motivation. As a result, the better the application of a leadership style in a company, the higher the work motivation. The findings of this study have implications for the development of hotel policies aimed at increasing employee work motivation by paying attention to the leader's style and character while leading his subordinates. However, it is expected that future research will examine the effect of these two variables on a broader scope using a longitudinal approach, so that the research results can be generalized.

Pengaruh Average Daily Rate dan Nilai Tukar Mata Uang terhadap Revenue Per Available Room di Hotel XYZ

Revenue Per Available Room (RevPAR) at Hotel XYZ has decreased since 2017 to 2019. Hotel XYZ applied Best Average Daily Rate (ADR) to increase the income without reducing the guest satisfaction. This ADR used USD nominal, so the currency exchange rate (dollar to rupiah) will have an effect on RevPAR that should be reported by using rupiah nominal. There was a phenomenon that the increase of ADR and the currency exchange rates were not followed by the increase of RevPAR at Hotel XYZ in 2017 until 2019. The purpose of this research was to analyze the effect of Average Daily Rate (ADR) and the currency exchange rate on Revenue Per Available Room (RevPAR) at Hotel XYZ. This research was a quantitative research and used multiple linier regression analysis techniques, t-test, F test and coefficient of determination test by using SPSS version 23.0 program. In determining the sample of this study, non-probability sampling method was used. The sample used in this study is data from the last 3 years, 2017, 2018, and 2019. The result of the study showed that Average Daily Rate (X1) and the currency exchange rate (X2) had a significant effect on Revenue Per Available Room (Y) at Hotel XYZ, both partially or simultaneously.