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Rilla Rianty
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Agriculture, Biological Sciences & Forestry Computer Science & IT Education

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Apakah Digital Marketing Dan Harga Mempengaruhi Keputusan Pembelian Kamar Pada Sebuah Hotel? (Studi Kasus Pada Aston Jambi Hotel & Conference Center) Rilla Rianty; Winda Diana
Menara Ilmu : Jurnal Penelitian dan Kajian Ilmiah Vol 17, No 2 (2023): Vol 17 No. 02 JULI 2023
Publisher : LPPM Universitas Muhammadiyah Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31869/mi.v17i2.4585

Abstract

Berkembanganya teknologi mengenalkan dunia perhotelan pada digital marketing Online Travel Agent (OTA). Namun keberadaan OTA juga menuntut hotel harus mampu menetapkan strategi harga yang bersaing, karena keterbukaan harga, fasilitas, dan pelayanan dapat dengan mudah diakses oleh pelanggan untuk dibandingkan dengan hotel sejenis.Penelitian ini dilakukan di Aston Jambi Hotel & Conference Center, untuk melihat apakah digital marketing melalui OTA dan harga kamar dapat mempengaruhi keputusan pembelian kamar.Metode yang digunakan adalah kuantitatif asosiatif dengan 100 responden.Hasil penelitian didapatkan bahwa OTA tidak berpengaruh terhadap keputusan pembelian, sedangkan harga berpengaruh positif terhadap keputusan pembelian kamar di hotel ini. ABSTRACT: The development of technology has introduced the world of hospitality to digital marketing Online Travel Agents (OTA). However, OTA also requires hotels to set competitive pricing strategies because of price transparency; facilities and services can be easily accessed by customers to be compared with similar hotels. This research was conducted at the Aston Jambi Hotel & Conference Center to determine whether digital OTA marketing and room prices can influence room purchasing decisions. The method used is associative quantitative with 100 respondents. The results showed that OTA did not affect purchasing decisions, while prices positively affected purchasing decisions for rooms at this hotel.
Co-Authors Winda Diana