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All Journal Jurnal Visi Manajemen (JVM) Journal of Management Economics and Financial Accounting
Dita Aulia Rachma Nurul Farida
Politeknik Nest
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Pengaruh Strategi Promosi, Citra Merek, dan Kualitas Layanan Terhadap Keputusan Menginap Tamu di Hotel Grasia Semarang Dita Aulia Rachma Nurul Farida; Nina Mistriani
Jurnal Visi Manajemen Vol. 10 No. 3 (2024): Jurnal Visi Manajemen
Publisher : Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jvm.v10i3.542

Abstract

This study aims to analyze the effect of promotional strategies, brand image, and service quality on guests' decision to stay at Hotel Grasia Semarang. The intense competition in the hospitality industry requires hotels to implement effective marketing strategies to attract guests. Factors such as attractive promotions, a strong brand image, and good service quality are key considerations in guests' decision-making process. This research uses a quantitative approach with surveys as the data collection method, where 100 respondents, who are guests of Hotel Grasia Semarang, were selected using purposive sampling. The collected data were analyzed using multiple linear regression to examine the relationship between the independent variables (promotion, brand image, service quality) and the dependent variable (decision to stay). The results of the study indicate that these three factors have a significant effect on guests' decision to stay at the hotel. The implication of these findings is the importance for hotel management to strengthen the brand image, offer appropriate promotions, and improve service quality to enhance guest satisfaction and loyalty. This study contributes to the development of marketing strategies in the hospitality industry, particularly at Hotel Grasia Semarang.
Shifting Boundaries: Women's Career Empowerment Through Flexibility in Hotels Dyah Palupiningtyas; Krisnawati Setyaningrum Nugraheni; Dita Aulia Rachma Nurul Farida
Journal of Management Economics and Financial Accounting Vol. 1 No. 2 (2025): December : Journal of Management Economics and Financial Accounting (JOMEFA)
Publisher : Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/jp7vz210

Abstract

This study employs Interpretative Phenomenological Analysis (IPA) to explore the lived experience and subjective meaning of work flexibility for women's career empowerment in star-rated hotels in Semarang. Eight female employees from various departments of 3-5 star hotels participated in semi-structured in-depth interviews. The analysis generated four superordinate themes: (1) the meaning of work flexibility in the hotel context, (2) work-family balance negotiation strategies, (3) psychological empowerment through flexibility, and (4) women's career barriers. Findings reveal that in the 24-hour hospitality industry, work flexibility is primarily understood as control over shift schedules rather than location flexibility. Access to schedule flexibility enhances all four dimensions of Spreitzer’s psychological empowerment: meaning, competence, self-determination, and impact. Self-determination emerged as the most affected dimension, where the ability to manage work schedules increased perceptions of autonomy and life control. Supervisor support as border-keepers and female solidarity play crucial roles in work-family balance negotiation. However, glass ceiling barriers and gender stereotypes remain persistent. This research provides a novel theoretical integration of work-family border theory and psychological empowerment theory, offering practical implications for gender-sensitive HR policy development in the hotel industry.Keywords: Hospitality Industry; Interpretative Phenomenological Analysis; Work Flexibility, Psychological Empowerment; Women's Career.
Co-Authors Nina Mistriani Nugraheni, Krisnawati Setyaningrum