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Effectiveness of instagram and facebook marketing on the customer path at the aloft bali seminyak hotel during the covid-19 pandemic Segaradana, I Putu Jimmy; Suastini, Ni Made; Prabawati, Ni Putu Diah
Journal of Business on Hospitality and Tourism Vol 8, No 1 (2022): JOURNAL OF BUSINESS ON HOSPITALITY AND TOURISM
Publisher : Institut Pariwisata dan Bisnis Internasional

The most popular marketing strategy today is marketing through social media. This research was conducted to determine the effectiveness of Instagram and Facebook Marketing on the consumer's customer path at the Aloft Bali Seminyak Hotel during the Covid-19 Pandemic. Data collection techniques used in this research are questionnaires, interviews, and documentation studies. The number of respondents in this study were 70 people. The data analysis technique in this research is Partial Least Square (PLS) analysis with SmartPLS version 3.3.2 software. The results of this study indicate that based on the R2 test, the net R2 value obtained is 0.523 classified as a moderate (moderate) model, these results explain that Instagram and Facebook marketing that are run are quite effective on the customer path during the Covid-19 Pandemic. The effect of endogenous variables on exogenous variables is known based on the value of effect size (f2), which is 0.376. This shows that the influence of the Instagram variable on the customer path is included in the strong category. Meanwhile, the f2 value of the Facebook variable is 0.250 which shows the effect of the Facebook variable on the customer path, including the sufficient category.

Pengaruh Biaya Promosi Terhadap Pendapatan Kamar di Villa Jerami & Spa Pada Masa Pandemi Covid-19 Adinda, Clearesta; Prabawati, Ni Putu Diah; Prateka, I Wayan Reza Cahyadi
Journal of Hotel Management Vol. 1 No. 1 (2023): Journal of Hotel Management
Publisher : Program Studi Administrasi Perhotelan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jhm.v1i1.1066

Decreased room revenue can reduce revenue, because room revenue contributes the largest revenue, ranging from 60-70% of all hotel revenues. Room revenue is income from the sale of rooms used or rented by guests staying at the hotel with various types of payment methods. Factors that can affect room revenue in order to get the maximum profit is the cost of promotion. This study aims to determine the effect of promotional costs on room revenue at Villa Jerami & Spa. The data collection used are interviews and documentation studies, by analyzing secondary data related to promotion costs and room income. Data were analyzed using descriptive analysis and simple linear regression assisted by SPSS version 26 for Windows. The results of the study indicate that the promotion costs partially have a positive and significant effect on room income. The results also obtained from the hypothesis testing t test value tcount > ttable = 6.663 > 1.689 and significance value < 0.05 = 0.000 <. Based on the analysis of the coefficient of determination of promotion costs, it has a strong contribution of 56.6% and the remaining 43.4% is influenced by other variables not examined in this study.

Tourism Satisfaction Analysis of Tourism Packages as Tourism Products in Paksebali Village, Klungkung, Bali Pantiyasa, I Wayan; Prabawati, Ni Putu Diah
Journal of Business on Hospitality and Tourism Vol. 6 No. 2 (2020): JOURNAL OF BUSINESS ON HOSPITALITY AND TOURISM
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/jbhost.v6i2.242

The purpose of this study was to determine the level of satisfaction of tourists who visit and enjoy tour packages as a product of the tourism village of Paksebali, Klungkung, Bali. Data were collected by interviewing, observing, and distributing questionnaires to 100 tourists (incidental sampling). Data were analyzed using qualitative and quantitative descriptive analysis techniques through Index Performance Analysis (IPA) and Customer Satisfaction Index (CSI). The result of the study is the tourists are satisfied. The indicators considered important by tourists are the friendliness of tour guides and the performance that exceeds their expectations. Indicator considered less important by tourists are the procedures for serving food and beverages, and the price suitability for tour packages. An indicator considered less important by tourists and felt too excessive is the cleanliness of the village environment. The tourists also hope that the tour time will be extended so they can be more involved in community activities.

Effectiveness of instagram and facebook marketing on the customer path at the aloft bali seminyak hotel during the covid-19 pandemic Segaradana, I Putu Jimmy; Suastini, Ni Made; Prabawati, Ni Putu Diah
Journal of Business on Hospitality and Tourism Vol. 8 No. 1 (2022): June 2022
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/jbhost.v8i1.305

The most popular marketing strategy today is marketing through social media. This research was conducted to determine the effectiveness of Instagram and Facebook Marketing on the consumer's customer path at the Aloft Bali Seminyak Hotel during the Covid-19 Pandemic. Data collection techniques used in this research are questionnaires, interviews, and documentation studies. The number of respondents in this study were 70 people. The data analysis technique in this research is Partial Least Square (PLS) analysis with SmartPLS version 3.3.2 software. The results of this study indicate that based on the R2 test, the net R2 value obtained is 0.523 classified as a moderate (moderate) model, these results explain that Instagram and Facebook marketing that are run are quite effective on the customer path during the Covid-19 Pandemic. The effect of endogenous variables on exogenous variables is known based on the value of effect size (f2), which is 0.376. This shows that the influence of the Instagram variable on the customer path is included in the strong category. Meanwhile, the f2 value of the Facebook variable is 0.250 which shows the effect of the Facebook variable on the customer path, including the sufficient category.

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