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All Journal Trikonomika: Jurnal Ekonomi
Taufansyah Firdaus
STIEPAR YAPARI-AKTRIPA Bandung, Indonesia
Economics, Econometrics & Finance

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PROMOTIONAL STRATEGY ANALYSIS IN IMPROVING THE ROOMS IN ZODIAK HOTEL KEBON KAWUNG Taufansyah Firdaus; Indah Nur Agustiani; I Made Dwipa Agastya
TRIKONOMIKA Vol 17 No 2 (2018): December Edition
Publisher : Faculty of Economics and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (697.973 KB) | DOI: 10.23969/trikonomika.v17i2.1139

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.
Co-Authors I Made Dwipa Agastya Indah Nur Agustiani