Propose Marketing Strategies of Oasis Siliwangi Sport Hotel to Increase Brand Awareness and Purchase Intention
Journal Title: International Journal of Current Science Research and Review - Year 2023, Vol 6, Issue 12
Abstract
After the outbreak of the COVID-19 pandemic in 2020, there was a rise in tourist visitors from different parts of Indonesia to Bandung, resulting in a direct boost in the occupancy rate of star hotels in the city. Because of this growth, numerous hotels developed, with the majority being 3-star establishments. The Oasis Siliwangi Sport Hotel is a three-star establishment in Bandung, offering a range of facilities and an ideal location. Oasis Siliwangi Sport Hotel in Bandung is now struggling with a lack of brand awareness, resulting in potential customers being unaware of the hotel’s existence and room occupancy rates. Consequently, this has led to a decline in the intention to make reservations. The objective of this study is to determine the variables that influence the level of brand awareness for Oasis Siliwangi Sport Hotel and develop effective marketing strategies to enhance the likelihood of customers choosing to stay at Oasis Siliwangi Sport Hotel. Data collection comes from primary data and secondary data. The primary data collection strategy is quantitative, utilizing a questionnaire for consumer analysis and hypothesis testing. Secondary data will be acquired from national and international scientific journals, previous research, book literature, government reports, and other reliable source of internet sites. The survey was disseminated to 217 potential target market participants with prior experience lodging at the hotel. The gathered data is analyzed using SMART PLS. The research findings indicate that Advertising and Social Media Marketing positively influence Brand Awareness. Furthermore, brand awareness, price, and facilities influence customer’s purchase intention. Based on these findings, several recommendations and strategies are made. These include create exciting bundling package and loyalty program, optimize promotion activities, utilize advertising to reach consumers, and strengthen hotel facility.
Authors and Affiliations
Widia Kintan Sabila Firdaus, Prawira Fajarindra Belgiawan,
Keywords
Related Articles
- EP ID EP725645
- DOI 10.47191/ijcsrr/V6-i12-68
- Views 15
- Downloads 0
Enhancing Customer Service in Banking with AI: Intent Classification Using Distilbert
With the increasing demand for efficient and responsive customer service in the banking sector, artificial intelligence offers a promising solution. This paper presents a comparative analysis of artificial intelligence m...
Using Mathematical Thinking in Solving Trigonometric Problems within Mason's Cognitive Framework
The paper focuses on the synergy between mathematical thinking and solving trigonometric problems within Mason’s cognitive framework. It presents and analyzes concepts related to mathematical thinking, especially Mason’s...
Biomorphological Features and Anatomical Structure of the Leaf of the Akmella Plant
In this article, there are determined the anatomical structure of the leaves of the vegetative organs of the Acmella plant has been studied, and diagnostic and adaptive structural features. Also, the localization of biol...
The Influence of Organizational Culture and Job Competence on Employee Work Productivity at PT Patriot Intan Abadi, Tanah Laut Regency
This study aims to examine the influence of organizational culture and job competence on employee productivity at PT Patriot Intan Abadi, Tanah Laut Regency. The population in this study comprises all employees of PT Pat...
Human Resource Needs Planning in the Technical Implementation Unit Health Laboratory Kendari City
Introduction: Human Resource Planning Is A Structured Process Used To Predict Future Workforce Needs And Availability. Analysis Of Workforce Needs Is A Logical And Planned Step In Evaluating The Number And Competency Of...