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All Journal East Asian Journal of Multidisciplinary Research (EAJMR)
Anindita Gayatri
Hotel and Tourism Department, Saint Marry Collage, Jakarta
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering

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The Hotel Mirah Bogor's Product-Based Branding Strategy Diyan Putranto; Marhanani Tri Astuti; Adi Sopyan; Anindita Gayatri; Barliani Dewi Setyawati; Albertus Banundoyo
East Asian Journal of Multidisciplinary Research Vol. 2 No. 8 (2023): August 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v2i8.5083

Abstract

Hotel occupancy rates fell to 12 percent during the height of the COVID pandemic. Bogor is a city of Meetings, Incentives, Conventions, and events (MICE), particularly for the hotel sector, and it is currently in a process of recovery following a pandemic. The public's altered behavior during the pandemic has influenced hotels' reassessment of their products. When it comes to the government sector, the usage of online and digital media has a profound impact on meeting attendees. Descriptive qualitative methodologies were used, specifically SWOT analysis, and data was gathered via a literature study and an examination of social media platforms.  The findings indicate that a strategy to strengthen hotel branding in Bogor as a MICE hotel and leisure on weekdays as an alternative target group is required in order to meet the demands of potential customers. In the era following the pandemic, a good marketing strategy will require the creation of new products and services, as well as the introduction of innovative approaches to existing ones.Hotel occupancy rates fell to 12 percent during the height of the COVID pandemic. Bogor is a city of Meetings, Incentives, Conventions, and events (MICE), particularly for the hotel sector, and it is currently in a process of recovery following a pandemic. The public's altered behavior during the pandemic has influenced hotels' reassessment of their products. When it comes to the government sector, the usage of online and digital media has a profound impact on meeting attendees. Descriptive qualitative methodologies were used, specifically SWOT analysis, and data was gathered via a literature study and an examination of social media platforms.  The findings indicate that a strategy to strengthen hotel branding in Bogor as a MICE hotel and leisure on weekdays as an alternative target group is required in order to meet the demands of potential customers. In the era following the pandemic, a good marketing strategy will require the creation of new products and services, as well as the introduction of innovative approaches to existing ones.
The Consumer Hotel Selection Factors Analysis Milawati Milawati; Diyan Putranto; Adi Sopyan; Anindita Gayatri; Barliani Dewi Setyawati
East Asian Journal of Multidisciplinary Research Vol. 2 No. 8 (2023): August 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v2i8.5707

Abstract

This study's objective is to investigate the role that factors such as service quality, trustworthiness, and amenities play in determining which guests choose to stay at Hotel XYZ in Jakarta. The research sample was comprised of 215 individuals who were chosen using the process of accidental sampling. The data analysis was carried out with the assistance of SPSS version 25's statistical analysis software, and it made use of both multiple regression and hypothesis testing. The findings of the research indicate that the quality of customer service, level of trust, and amenities offered at a hotel all have a significant impact on the decision-making process involved in selecting a guest room, with individual significance levels ranging from 0.000 to 0.05. In the f-test study, all three of these variables were found to have a significant influence on the decision-making process for selecting a guest hotel simultaneously.
The Customer Satisfaction at Hotel ABC BEKASI: The Role of Service Quality, Corporate Image, and Location Diyan Putranto; Sri Marini; Adi Sopyan; Anindita Gayatri; Barliani Dewi Setyawati; Banundoyo Albertus
East Asian Journal of Multidisciplinary Research Vol. 2 No. 10 (2023): October 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v2i10.6021

Abstract

The study explores the impact of service quality, corporate image, and location on patron satisfaction at the ABC Hotel in Bekasi City. Results reveal a significant link between service quality and customer happiness, denoted by a substantial 0.550 coefficient of effect, supported by a p-value below 0.05. Similarly, corporate image wields influence, showing a p-value of 0.003, signifying its importance. Location also plays a role, with a 0.522 coefficient of effect on consumer satisfaction, backed by a p-value less than 0.05. These findings stem from a quantitative approach employing regression analysis, ensuring the accuracy of the data and statistical methods applied. Notably, service quality characteristics exhibit a strong impact on customer satisfaction, with a 0.550 coefficient of effect, while corporate image attributes influence it by 0.293 with a p-value of 0.003.
Co-Authors Adi Sopyan Adi Sopyan Albertus Banundoyo Banundoyo Albertus Barliani Dewi Setyawati Diyan Putranto Marhanani Tri Astuti Milawati Milawati Sri Marini