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All Journal Jurnal Mahasiswa Entrepreneur
Aziz, Muhamad Zitkul
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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 KUALITAS PELAYANAN, PROMOSI SOSIAL MEDIA DAN LOKASI TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING PADA BENGKEL PROJECT GARAGE DI SITUBONDO Aziz, Muhamad Zitkul; Sari, Lita Permata; Tulhusnah, Lusiana
Jurnal Mahasiswa Entrepreneurship (JME) Vol 4 No 9 (2025): SEPTEMBER 2025
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v4i9.7201

Abstract

This study analyzes the influence of service quality, social media promotion, and location on purchasing decisions and consumer satisfaction at the Project Garage Workshop, with purchasing decisions as an intervening variable. A quantitative research method was applied using path analysis to test the hypotheses. The research results prove that location is a key factor with a significant and positive influence, both directly on purchasing decisions and indirectly on consumer satisfaction, mediated by purchasing decisions. This finding is consistent with previous research that emphasizes the strategic role of location in the service industry. Meanwhile, social media promotion only proved to have a significant direct effect on customer satisfaction, indicating that while social media is effective in building engagement, its effectiveness in driving purchasing decisions is still limited. Meanwhile, service quality did not show a significant direct or indirect effect, indicating that consumers perceive the service provided as industry standard and therefore not a key differentiator. These findings conclude that purchasing decisions significantly influence customer satisfaction, and that Project Garage customers prioritize location factors and practical considerations such as price and waiting area comfort over service quality and social media promotion. The managerial implications of this study emphasize the importance of maintaining the advantage of location accessibility, optimizing more targeted digital marketing strategies, and enhancing other supporting elements such as the workshop's physical comfort and competitive pricing to build customer satisfaction holistically and sustainably.
Co-Authors Fizaldi, Bayu Ibad, Ersatul Ihsan, Anas Malik Fauzan Lita Permata Sari Lusiana Tulhusnah Pratama, Rico Arif