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Pratama, Rico Arif
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Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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STRATEGI PEMASARAN JASA PADA HOTEL ROSALI SITUBONDO Fizaldi, Bayu; Ihsan, Anas Malik Fauzan; Ibad, Ersatul; Pratama, Rico Arif; Aziz, Muhamad Zitkul
Jurnal Mahasiswa Entrepreneurship (JME) Vol 1 No 12 (2022): DESEMBER 2022
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i1.4233

Abstract

The hotel industry is a service industry that offers room service, food and beverage providers and other services to the general public which are managed commercially. The research entitled "Service Marketing Strategy at the Rosali Hotel Situbondo" aims to analyze the marketing strategy carried out by the Rosali Hotel Situbondo. The service marketing strategy analysis used in this research is the marketing mix or 7P which consists of Product, Price, Place, Promotion, People, Physical Evidence, Process. The type of research used is qualitative research with descriptive methods where the data used is secondary data, namely literature studies. The results of this research show that the product is a room with various types and facilities. In Price, prices are determined based on the facilities that consumers will get. For promotion, use advertising promotions, personal sales, public relations and sales promotions. For location, Hotel Rosali is in a strategic location. Next process, Hotel Rosali starts with the marketing role and all marketing results processes reported by the marketing manager. And the last one is physical evidence, Hotel Rosali has a sturdy and distinctive building.
PENGARUH CITA RASA, HARGA, DAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA PIVY SWEET DI SITUBONDO Pratama, Rico Arif; Subaida, Ida; Soeliha, Siti
Jurnal Mahasiswa Entrepreneurship (JME) Vol 4 No 8 (2025): AGUSTUS 2025
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v4i8.7204

Abstract

Marketing plays a crucial role within a company, particularly in external environments, such as market dynamics. This study aims to analyze and test the influence of taste, price, and product quality on customer loyalty, with customer satisfaction as an intervening variable, in the context of the Pivy Sweet business in Situbondo. The population in this study consists of Pivy Sweet’s customers, and the sampling method used is probability sampling. Data analysis and hypothesis testing were conducted using the Structural Equation Modeling–Partial Least Squares (PLS-SEM) approach. The hypothesis testing results, conducted using Smart PLS 3.0, indicate that taste has a significant positive effect on customer satisfaction, and price also has a significant positive effect on customer satisfaction. Meanwhile, product quality has a positive but not significant effect on customer satisfaction. Furthermore, taste has a positive but not significant effect on customer loyalty; price has a significant positive effect on customer loyalty; and product quality has a significant positive effect on customer loyalty. Customer satisfaction also has a significant positive effect on customer loyalty. Additionally, both taste and price have a significant positive impact on customer loyalty, contributing to customer satisfaction. In contrast, product quality has a positive but not statistically significant indirect effect on customer loyalty through customer satisfaction.
Co-Authors Aziz, Muhamad Zitkul Fizaldi, Bayu Ibad, Ersatul Ihsan, Anas Malik Fauzan Soeliha, Siti Subaida, Ida