Strategi Peningkatan Tingkat Hunian Melalui Promosi, Kualitas Layanan, dan Citra Hotel di Bali Mega Hotel Jimbaran
DOI:
https://doi.org/10.55606/jempper.v5i1.5901Keywords:
Hospitality Market, Hotel Image, Increasing Occupancy, Product Quality, Promotional StrategyAbstract
This study examines how promotional strategies, service quality, and hotel image influence occupancy rates at Bali Mega Hotel Jimbaran. The research involved 98 respondents living in the South Kuta area, aged 17–45 years, who had stayed at the hotel more than once. Data were analyzed using Partial Least Square (PLS) version 4. The findings indicate that all three variables—promotional strategies, service quality, and hotel image—positively and significantly contribute to higher occupancy levels. These results highlight the importance of strengthening the hotel’s marketing efforts, particularly through engaging digital promotions that appeal to potential guests. In addition, improving service quality by enhancing staff responsiveness, refining guest interaction, and ensuring consistent service delivery is essential. The study also recommends upgrading outdated facilities, adding amenities that guests commonly expect, and ensuring greater comfort throughout the hotel environment. Collectively, these improvements can enhance the hotel’s overall image, align more closely with guest expectations, and ultimately increase the value perceived by tourists, thereby helping Bali Mega Hotel Jimbaran remain competitive in the hospitality market.
References
Aulia, D., Nurul, R., & Mistriani, N. (2024). Analisis pengaruh strategi promosi, citra merek, dan kualitas layanan terhadap keputusan menginap tamu di Hotel Grasia Semarang Politeknik Nest, Indonesia Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia, Indonesia Grasia Semarang. Jurnal Visi Manajemen, 10(3), 246–253. https://doi.org/10.56910/jvm.v10i3.542
Dewi, R. P., & Fransiska. (2024). Strategi pemasaran untuk meningkatkan penjualan di Restoran Zushioda Cirebon. Jurnal Manajemen Ekonomi Dan Bisnis, 2(2), 60–72.
Khan, I., & Fatma, M. (2023). Understanding the influence of CPE on brand image and brand commitment: The mediating role of brand identification. Sustainability (Switzerland), 15(3). https://doi.org/10.3390/su15032291
Kurniasih, S., Mayshanda Putri, S., & Muhtarudin. (2025). Rencana strategi sistem informasi pemasaran menggunakan critical success factor pada departemen pemasaran di Hotel XYZ Bandung. Jurnal Teknologi Informasi, 1–8. https://jurnal.lpkia.ac.id/index.php/jti/index
Kurniawan, H., & Aswan, M. K. (2025). Pengaruh online travel agent dan online review terhadap tingkat hunian kamar di Hotel Grand Verona Samarinda, 30(2), 227–238.
Nata, O. (2021). Strategi promosi PT. Atina Rahmataka Wisata Cabang Bengkulu dalam meningkatkan jumlah jamaah umrah. 1–103.
Natalia, K. S., & Putra, K. E. S. (2023). Pengaruh kualitas pelayanan dan citra perusahaan terhadap kepuasan pelanggan pada Singaraja Hotel. Jurnal Manajemen Perhotelan dan Pariwisata, 6(3). https://doi.org/10.23887/jmpp.v6i3.75571
Nufus, H., & Handayani, T. (2022). Strategi promosi dengan memanfaatkan media sosial TikTok dalam meningkatkan penjualan (Studi Kasus pada TN Official Store). Jurnal EMT KITA, 6(1), 21–34. https://doi.org/10.35870/emt.v6i1.483
Nurvianti, E., Sdm, M., Publik, S., Banten, P. P., Ritel, M., Banten, P. P., & Dwimulya, S. (2025). Peran kualitas pelayanan dan sumber daya manusia dalam meningkatkan kepuasan pelanggan Hotel Horison Altama Pandeglang, 5, 8048–8057.
Pandiangan, S. M. T., Lumbanraja, P. C., & Gultom, J. A. (2024). Effect of service quality on hotel guest loyalty with hotel guest satisfaction as an intervening variable in five-star hotel. Journal of Social Responsibility, Tourism and Hospitality, 4(03), 33–41. https://doi.org/10.55529/jsrth.43.33.41
Prihatno, Amalia, E. N., Putra, T. S., Murti, D. C. W., & Fauzi, G. A. (2024). Menilik peran etika dalam hotel branding: Pengaruh consumer perceived ethicality terhadap citra merek dan komitmen merek. Modus, 36(1), 59–74. https://doi.org/10.24002/modus.v36i1.8238
Putra, A. P., & Firza, A. K. (2021). Pengaruh harga dan diskon terhadap keputusan menginap tamu di Pangeran Beach Hotel Padang saat low season. Fillgap in Manajemen and Tourism, 241–250.
Rajab, I. F., & Nurwajanah, R. (2025). Service quality on customer satisfaction: The mediating role of brand image. Journal of Economic, Business, and Management.
Siwu, A. A., Palandeng, I. D., & Karuntu, M. M. (2024). Pengaruh total quality management terhadap daya saing pada Hotel Aston Manado, 12(4), 917–928.
Sjah, M. I. (2018). Analyzing the influence of service quality towards the brand image, perceived value, and brand loyalty of the customers of Heritage Hotel in Malang. Journal of Economics, Business, and Accountancy Ventura, 21(1). https://doi.org/10.14414/jebav.v21i1.1094
Syaharani, N., Fatimah, Z., & Lubis, A. L. (2024). Profesionalisme front office untuk meningkatkan tingkat hunian di Beverly Hotel Batam. Media Bina Ilmiah, 19(3), 4133–4144.
Wulanda, O. D., Wibowo, A., Lubis, A. L., & Fatimah, Z. (2024). Peran komunikasi interpersonal front office dalam meningkatkan pengalaman tamu di Asialink Hotel by Prasanthy Batam. Jurnal Mekar: Jurnal Ilmiah Bisnis Dan Komunikasi, 8(1), 20–29. https://jurnal.btp.ac.id/index.php/mekar-btp/article/view/287/207
