The THE INFLUENCE OF HOTEL MARKETING MIX ON TOURISTS’ REVISIT INTENTION Case Study at Kumala Pantai Hotel, Seminyak, Bali

  • Dr. Ni Luh Putu Indiani, S.E., M.M. Warmadewa University
  • Ni Nyoman Rusmiati Universitas Warmadewa
  • Indra Kusuma Jaya Universitas Warmadewa
DOI: https://doi.org/10.22225/wmbj.2.2.2020.84-91
Keywords: Product Quality, Price, Promotion, Place, Marketing Mix, Repurchase Intention, Revisit Intention

Abstract

Growth in the number of hotel rooms in Bali shows an increasing trend every year. Thus, hotel room number is far higher than the number of tourists visiting Bali. This triggered intense competition in the hotel industry especially in areas with the highest room number growth which are Sanur and Seminyak. Amidst fierce competition, the right marketing program becomes a superior strategy to ensure firm’s viability. This study aims to examine the relationship between marketing strategy in this case marketing mix strategy and tourists’ revisit intention, by conducting a case study in one of the hotels in Seminyak, Kumala Pantai Hotel. Data collection method was a survey method using a questionnaire. Multiple linear regression analysis technique was used to test the effect of independent variables on dependent variable. The results showed that marketing mix consisting of product quality, price, promotion, and location significantly drives tourists’ intention to revisit Kumala Pantai Hotel. Aspects that need to be considered to improve product quality are unique hotel designs, providing necessary and superior quality facilities. In price aspect, hotel management needs to guarantee price affordability, price compatibility with service quality and target segment. In promotion aspect, hotel management needs to design attractive advertisements and be published in the mass media, provide price incentive, and send attractive promotional content to customers’ email. In location aspect, accessibility and the surrounding area play an important role in encouraging tourists’ interest to revisit the hotel.

 

Keywords: product quality, price, promotion, place, marketing mix, repurchase intention, revisit intention.

References

Ali, H. (2013). Marketing dan Kasus-kasus Pilihan. Center For Academic Publishing Service.

Awinasi, N.W., & Rastini, N. M. (2018). Pengaruh Bauran Pemasaran Terhadap Keputusan Menginap Pada Hotel Inna Grand Bali Beach Sanur. E-Jurnal Manajemen Unud, 7(8), 4297–4324.

Christian, A., & Dharmayanti, D. (2013). Pengaruh Experiential Marketing Terhadap Customer Satisfaction dan Customer Loyalty The Light Cup di Surabaya Town Square. Jurnal Manajemen Pemasaran Petra, 1(2).

Karini, R. S. R. . (2016). Pengaruh Bauran Pemasaran Terhadap Pengambilan Keputusan Konsumen Menginap Pada Garden Permata Hotel Bandung. Tourism Scientific Journal, 1(1).

Karnelis. (2017). Pengaruh Bauran Pemasaran Terhadap Keputusan Konsumen Menggunakan Jasa Hotel Kartika Langsa. Jurnal Manajemen Dan Keuangan, 6(1), 719–728.

Kavanillah, D., & Ridlwan, A. . (2018). Pengaruh Bauran Pemasaran Jasa Terhadap Keputusan Menginap di Hotel Andita Syariah Surabaya. Iqtishoduna, 7(2), 146–164.

Kotler, P., & Armstrong, G. (2014). Principle Of Marketing (15th ed.). Prentice Hall.

Kotler, P., & Armstrong, G. (2016). Prinsip-prinsip Pemasaran (13th ed.). Erlangga.

Kotler, P., & Keller, K. . (2010). Manajemen Pemasaran (13th ed.). Erlangga.

Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran (12th ed.). Indeks.

Kotler, P. (2011). Manajemen Pemasaran di Indonesia: Analisis, Perencanaan, Implementasi dan Pengendalian. Salemba Empat.

Mardika, I. . (2019). Kelebihan Pasokan Kamar Hotel Ancam Pariwisata Bali. https://www.beritasatu.com/gaya-hidup/568464-kelebihan-pasokan-kamar-hotel-ancam-pariwisata-bali

Rangkuti, F. (2009). Strategi Promosi Yang Kreatif dan Analisis Kasus Integrated Marketing Communication. Gramedia Pustaka Utama.

Stanton, J. . (2010). Prinsip-Prinsip Pemasaran (7th ed.). Erlangga.

Sugiyono. (2012). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.

Sumarni, M., & Soeprihanto, J. (2010). Pengantar Bisnis (Dasar-dasar Ekonomi Perusahaan) (5th ed.). Liberty.

Supriyanto, M, & Taali, M. 2018. (2018). Pengaruh Bauran Pemasaran Terhadap Pengambilan Keputusan Menginap di The Sun Hotel Madiun. Epicheirisi, 2(1), 13–21.

Widiani, N.L.M., Indiani, N.L.P., & Wahyuni, N. . (2019). Pengaruh citra merek dan kualitas informasi terhadap minat konsumen berbelanja kembali di Zalora. Jurnal Ilmiah Manajemen & Bisnis, 4(2), 127–136.

Yamawati, S., & Indiani, N. L. . (2019). The Influence of Brand Equity on Consumer Interest in Buying Xiaomi Smartphones. Warmadewa Management and Business Journal, 1(2), 60–64.

Published
2020-08-05
How to Cite
Ni Luh Putu Indiani, S.E., M.M., D., Ni Nyoman Rusmiati, & Indra Kusuma Jaya. (2020). The THE INFLUENCE OF HOTEL MARKETING MIX ON TOURISTS’ REVISIT INTENTION Case Study at Kumala Pantai Hotel, Seminyak, Bali. Warmadewa Management and Business Journal (WMBJ), 2(2), 84-91. https://doi.org/10.22225/wmbj.2.2.2020.84-91
Issue
Vol. 2 No. 2 (2020)
Section
Articles
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge. 
 All articles published Open Access will be immediately and permanently free for everyone to read and download.  We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons-Non Ceomercial-Attribution-ShareAlike (CC BY-NC-SA)
Abstract viewed = 419 times
PDF downloaded = 1573 times