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All Journal Atma Jaya Accounting Reseach (AJAR)
Mariesta Reny Tonapa
Universitas Atma Jaya Makassar
Economics, Econometrics & Finance Social Sciences Other

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MARKET STRATEGY AND MARKET SEGMENT Mariesta Reny Tonapa; Marselinus Asri; Bernadeth Tongli
AJAR Vol 3 No 02 (2020): Atma Jaya Accounting Research (AJAR)
Publisher : Magister Akuntansi, Universitas Atma Jaya Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35129/ajar.v3i02.133

Abstract

This study aims to study how the marketing strategies of advertising, products, prices and channels affect the financial performance of Novotel Makassar Hotel. The sample used in this study is clients who book rooms and meeting rooms at the Novotel Makassar Hotel. The selection of samples in this study using a survey method based on certain criteria. The results of the study using path analysis show marketing strategies namely advertising, products, prices and positive distribution channels on financial performance.
Co-Authors Bernadeth Tongli Marselinus Asri