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All Journal Jurnal Bisnis Hospitaliti
I Putu Esa Widahartana
Program Studi Bisnis Hospitaliti, Politeknik Pariwisata Bali
Decision Sciences, Operations Research & Management

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Efektivitas Penerapan Iklan Digital Pada Era Marketing 4.0 Di Hotel Grand Mirage Resort Bali I Putu Esa Widahartana; I Ketut Surata; I Made Rilo Elton
JURNAL BISNIS HOSPITALITI Vol 10 No 2 (2021): Jurnal Bisnis Hospitaliti
Publisher : Pusat Penelitian & Pengabdian kepada Masyarakat, Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jbh.v10i2.484

Abstract

The development of the industry had evolved to digital marketing, dubbed Marketing 4.0. Nowadays, the use of social media as promotional tool is important. In hospitality industry, hotels are developing their profiles on social media intensively, for example Grand Mirage Resort Bali. In 2017 the hotel finished renovating and rebranding their new wing. At the same time, the hotel cut promotional costs and focused on attracting millennial guests through digital marketing. As a result, although promotional costs were cut, promotions continued well and tended to increase. This study aimed to determine the effectiveness of implementing digital advertising at Grand Mirage Bali and how to increase the effectiveness of implementing digital advertising. Research data were collected through questionnaires and documentation studies. The collected datawere analyzed descriptively using AIDA analysis. The results showed (a) the digital advertising displayed by the Grand Mirage Resort Bali has been effective in its application as a sales promotion medium, and (b) the strategy to increase the effectiveness of the digital advertising at Grand Mirage Bali are paying attention to the message conveyed in the advertisement, using appealing visuals, choosing an ad theme that suits market conditions, and using marketing tricks such as giving limited offers.  
Pengaruh Stres Peran Terhadap Turnover Intention Dengan Keterikatan Kerja Sebagai Variabel Mediasi di The 101 Bali Fontana Seminyak Ni Putu Intan Sari; I Putu Esa Widahartana; Ida Ayu Kalpikawati
JURNAL BISNIS HOSPITALITI Vol 11 No 2 (2022): Jurnal Bisnis Hospitaliti
Publisher : Pusat Penelitian & Pengabdian kepada Masyarakat, Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jbh.v11i2.721

Abstract

Pressures and problems in the hospitality industry due to the COVID-19 pandemic have made many hotel employees stop working and employees who are still working have to work in multiple roles. Employees who work in multiple roles are now slowly quitting their jobs due to role stress. Role stress can have a negative impact on companies such as reducing a sense of work engagement and increasing turnover intention. Therefore, this study aims to analyze the effect of role stress on turnover intention with work engagement as a mediating variable at The 101 Bali Fontana Seminyak. Data were collected by distributing questionnaires to 46 hotel employees. The data from the questionnaire were then analyzed using the classical assumption test, path analysis test, coefficient of determination test, and Sobel test. The results of data analysis found that role stress had a positive impact on turnover intention and a negative effect on engagement. Work engagement was found to have a negative effect on turnover intention. Work engagement was found to partially mediate this relationship. This study suggests the hotel to provide clear briefings to employees, build a comfortable work environment, and take a persuasive approach to employees.
Co-Authors I Ketut Surata I Made Rilo Elton Kalpikawati, Ida Ayu Ni Putu Intan Sari