Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi Dan Bisnis
Wenty Ayu Sunarjo
Fakultas Ekonomi dan Bisnis, Universitas Pekalongan
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Strategi Meraih Ceruk Pasar di Era New Normal (Studi Kasus pada Hotel Santika Pekalongan) Siti Nurhayati; Wenty Ayu Sunarjo; Dwi Susilo
Jurnal Ekonomi dan Bisnis Vol 25, No 2 (2022): JURNAL EKONOMI DAN BISNIS SEPTEMBER 2022
Publisher : Fakultas Ekonomi dan Bisnis Universitas Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31941/jebi.v25i2.2463

Abstract

Since the Covid-19 pandemic was announced by the World Health Organization (WHO) on March 11, 2019, this has caused many economic shocks, both at the individual, household and company scale, as well as affecting the economy of a country and the world. One of the activities that has been significantly affected is hospitality. More than 3 months since the onset of Covid-19, hotels have barely received customers, occupancy is almost empty, and many employees are laid off. The aim of this research is to increase consumer confidence in Hotel Santika's services by implementing health protocols in marketing their products through service innovation, creation of excellence, and the strength of their offerings. The approach method used is descriptive statistics with multiple regression analysis tools. The results of this study are that there is one variable that has a negative influence on purchasing decisions (product innovation), while the other three variables (Promotion, Offering Power, and Online Media Utilization) have a positive influence on purchasing decisions
Co-Authors Dwi Susilo Siti Nurhayati