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All Journal Berajah Journal
Agung Ayu Arun Suwi Arianty, Anak
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Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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STRATEGI KOMUNIKASI PEMASARAN MELALUI BAHASA IKLAN: STUDI KASUS GREEN HOST HOTEL Isha Aprinica, Ni Putu; Eka Susanti, Luh; Agung Ayu Arun Suwi Arianty, Anak; Made Yuni Kusumadewi, Ni; Ariel Artha Indrayana, Putu
Berajah Journal Vol. 4 No. 9 (2024): Berajah Journal
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/bj.v4i9.480

Abstract

Marketing is an important aspect in the success of a business, including in the hotel industry. In an effort to promote their products or services, hotels need to develop an effective marketing communications strategy. One strategy that can be used is through advertising language. Green Host Hotel is an example of a hotel that offers an environmentally friendly concept. This concept emphasizes sustainable and environmentally responsible business practices. In an effort to market itself, Green Host hotels use advertising language aimed at target markets who are sensitive to environmental issues and want to stay in environmentally friendly hotels. However, even though the Green Host hotel has adopted a marketing communication strategy through advertising language, there has been no research that specifically examines the effectiveness of this strategy in attracting interest and influencing consumer behavior. Therefore, this research aims to analyze marketing communication strategies through advertising language used by Green Host hotels and identify the extent of the effectiveness of these strategies in influencing consumer perceptions and decisions.
PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN TAMU MENGINAP DI PLATARAN UBUD HOTEL & SPA Riska Martiantari, Ni Wayan; Agung Ayu Arun Suwi Arianty, Anak; Ayu Melistyari Dewi, I Gusti; Ayu Eka Suwintari, I Gusti
Berajah Journal Vol. 4 No. 2 (2024): Berajah Journal
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/bj.v4i2.334

Abstract

Promotion is an important factor in guests' decision to stay. Besides that, price is an aspect that is clearly visible to consumers and is also a factor in influencing consumers' decision to stay. Plataran Ubud Hotel & Spa has carried out several promotions to increase guests' interest in staying, but the number of rooms sold is still decreasing. The decrease in the number of rooms sold was also due to indications of high room prices for consumers. Plataran Ubud Hotel & Spa receives comments and reviews written by guests on the TripAdvisor, Booking.com and Google Review sites regarding high prices. This research aims to determine the influence of promotions and prices on guests' decisions to stay at Plataran Ubud Hotel & Spa. The research method used is quantitative correlational with data collection techniques, namely observation, questionnaires, interviews, and documentation. This research used 40 respondents using the Quota Sampling sampling technique and the sample size was based on the Hair et al. The results of the research show that there is a partial positive and significant influence between promotion on guests' decision to stay, there is a partial positive and significant influence between price on the decision to stay, and there is a simultaneous positive and significant influence between promotion and price on the decision to stay at Plataran Ubud Hotel & Spa.
Co-Authors Ariel Artha Indrayana, Putu Ayu Eka Suwintari, I Gusti Ayu Melistyari Dewi, I Gusti Eka Susanti, Luh Made Yuni Kusumadewi, Ni Ni Putu Isha Aprinica Riska Martiantari, Ni Wayan