Abstract
Purpose: The purpose of this research is to test and analyze the effect of the development of room occupancy rates at the Mesra Business and Resort Hotel in Samarinda Research methods: Primary data obtained by conducting interviews with 70 respondents using a questionnaire— secondary data collected by conducting field observation. Data were analyzed using a simple linear regression method with the help of SPSS statistical software version 23. Results and discussions: The result showed that the promotion variables consisting of advertising, direct sales, sales promotion, publicity, and word of mouth simultaneously had a significant effect on room occupancy rates. Conclusion: The promotional mix variable has a positive and significant effect on the room occupancy rate variable or the consumer's decision to choose a place to stay at the Mesra Business and Resort Hotel.
Highlights
In the business world, especially those engaged in services, services are an essential and decisive element in maintaining or growing a company
The result showed that the promotion variables consisting of advertising, direct sales, sales promotion, publicity, and word of the mouth simultaneously had a significant effect on room occupancy rates
The promotional mix variable has a positive and significant effect on the room occupancy rate variable or the consumer's decision to choose a place to stay at the Mesra Business and Resort Hotel
Summary
Especially those engaged in services, services are an essential and decisive element in maintaining or growing a company. The hospitality industry, both national and international, is experiencing intense competition between them. This situation encourages the company to always be observant and responsive in observing various changes, both internal and external, in order to maintain the company's survival. Every company is faced with challenges in facing competition from similar hotel business units in order to increase sales. With such market conditions, companies must be innovative in adjusting themselves in order to survive in the competition. Promotional activities are used by companies to pursue profits and to introduce more of the company's products and services to consumers
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