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All Journal JUIMA : Jurnal Ilmu Manajemen Juara: Jurnal Riset Akuntansi
Putu Mela Ratini
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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ANALISIS STRATEGI PEMASARAN UNTUK MENINGKATKAN HUNIAN KAMAR DI ANANTARA ULUWATU BALI RESORT Ida Ayu Trisna Wijayanthi; Putu Mela Ratini; Ni Ketut Pradnyadari
JUIMA : JURNAL ILMU MANAJEMEN Vol 10 No 1 (2020): JUIMA : JURNAL ILMU MANAJEMEN
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (359.809 KB)

Abstract

The rapid development of tourism in Bali has an impact on the rapid growth of accommodation facilities as well. The mushrooming of various types of accommodation has an impact on the very high competition in the accommodation business. As one of the five-star hotels in Bali, Anantara Uluwatu Bali Resort has a department that specializes in promoting and selling all the hotel's main products, namely the Sales and Marketing department. Sales and Marketing departments have very high sales targets, this target will rise 5% from the reality each year, which is based on historical data of the company's sales. For this reason, the Sales and Marketing department has a marketing strategy aimed at increasing hotel sales volume. The purpose of this study is to describe and analyze effective marketing strategies in increasing the volume of room sales at Anantara Uluwatu Bali Resort. The samples taken were 61 consisting of top management to middle management of Anantara Uluwatu Bali Resort using the Slovin technique. The data analysis method used in this study is a SWOT analysis based on the company's internal and external environment. The results showed that Anantara Uluwatu Bali Resort was a company that implemented a marketing strategy that differentiated the market (differentiated marketing) with the type of entrepreneurs who segmented the market. In its generic strategy the company uses an expansion strategy and applies the 7P marketing mix concept to its daily marketing activities. The results also show that to increase effective sales volume, companies must use and implement an aggressive growth strategy by developing and utilizing the strengths and opportunities (SO) of Anantara Uluwatu Bali Resort for business development.
UKURAN PERUSAHAAN, PERTUMBUHAN, DAN STRUKTUR MODAL SEBAGAI DETERMINAN PROFITABILITAS PERUSAHAAN Ida Bagus Swaputra; I Made Purba Astakoni; Putu Mela Ratini; Tjok Istri Sri Harwathy
Juara: Jurnal Riset Akuntansi Vol. 8 No. 2 (2018): Jurnal Riset Akuntansi (JUARA)
Publisher : Program Studi Akuntansi Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36733/juara.v8i2.106

Abstract

The purpose of this research is; (1) Analyze and explain the influence of company growth on profitability (profitability) at PT. Mustika.Ratu and Subsidiaries; (2) Analyze and explain the influence of company growth on capital structure at PT. Mustika.Ratu and Subsidiaries; (3) Analyze and explain the influence of capital structure on profitability at PT. Mustika.Ratu and Subsidiaries (4) Analyze and explain the effect of firm size on profitability at PT. Mustika.Ratu and Subsidiaries; (5) Analyze and explain the effect of firm size on capital structure at PT. Mustika.Ratu and Subsidiaries (6) Analyzing the role of capital structure in mediating the relationship of growth and firm size to profitability at PT. Mustika Ratu and Subsidiaries. Data analysis technique using Partial Least Square (PLS) approach. PLS is a model of Structural Equation Modeling (SEM) equations based on components or variants. In PLS path modeling there are two models: outler model and inner model, where both of these criteria are used in this research.Results of testing the first hypothesis; obtained that the growth of company (company growth) have a significant positive effect on profitability at PT. Mustika Ratu and Subsidiaries.Results of testing the second hypothesis; obtained that the growth rate of the company (company growth) has a negative effect is not significant on capital structure at PT. Mustika Ratu and Subsidiaries.Results of testing the third hypothesis; obtained that capital structure of company (capital structure) have a significant negative effect on profitability at PT. Mustika Ratu and Subsidiaries. Results of testing the fourth hypothesis; obtained that the hypothesis that firm size (firm size) have a significant positive effect on profitability not acceptable (not tested) in this study. The result of the fifth hypothesis testing; obtained that firm size (firm size) have a significant positive effect on capital structure at PT. Mustika Ratu and Subsidiaries. Then the variable of capital structure has not been tested as intervening variable in relationship between company growth with profitability and also company size with profitability.
Co-Authors Astakoni, I Made Purba Ida Bagus Swaputra Ni Ketut Pradnyadari Tjok Istri Sri Harwathy WIjayanthi, Ida Ayu Trisna