PROMOTIONAL STRATEGY ANALYSIS IN IMPROVING THE ROOMS IN ZODIAK HOTEL KEBON KAWUNG

  • Taufansyah Firdaus STIEPAR YAPARI-AKTRIPA Bandung, Indonesia
  • Indah Nur Agustiani STIEPAR YAPARI-AKTRIPA Bandung, Indonesia
  • I Made Dwipa Agastya STIEPAR YAPARI-AKTRIPA Bandung, Indonesia

Abstract

This research aims to analyze the appropriate promotional strategies in increasing the occupancy of the Zodiak Kebon Kawung Hotel Bandung. 15 respondents were taken as a sample of research using purposive sampling from employees of executive sales and executive e-commerce at Zodiak Kebon Kawung Hotel. The analysis used is a SWOT analysis consisting of internal factor analysis factor (IFAS) matrix, external factor analysis summary (EFAS) matrix, external-internal matrix (IE), cartesian diagram and SWOT matrix. These are the position of growth strategy with IFAS score = 2.21, EFAS = 2.50, dan SWOT Matrix; 1) SO strategy ie accessibility of adequate means of transportation, modern hotels; 2) ST strategy that is not expensive and supported by security; 3) WO Strategy that is to improve human resources, facilities and infrastructure of water and sewage treatment, improvement of in-room facilities; 4) WT strategy is to avoid the transfer of educated and experienced personnel.

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Published
Dec 31, 2018
How to Cite
FIRDAUS, Taufansyah; AGUSTIANI, Indah Nur; AGASTYA, I Made Dwipa. PROMOTIONAL STRATEGY ANALYSIS IN IMPROVING THE ROOMS IN ZODIAK HOTEL KEBON KAWUNG. TRIKONOMIKA, [S.l.], v. 17, n. 2, p. 65-71, dec. 2018. ISSN 2355-7737. Available at: <https://journal.unpas.ac.id/index.php/trikonomika/article/view/1139>. Date accessed: 23 jan. 2021. doi: http://dx.doi.org/10.23969/trikonomika.v17i2.1139.