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Murhadi
Politeknik Sahid, Indonesia
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The Influence of OTA Marketing Communication on Room Booking Decisions at The Sultan Hotel Jakarta Murhadi; Nasywa Husnia; Ritasari
Jurnal Sains Terapan Pariwisata Vol. 11 No. 1 (2026): Jurnal Sains Terapan Pariwisata
Publisher : Politeknik Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56743/jstp.v11i1.781

Abstract

This study aims to analyse the influence of Online Travel Agent (OTA) on room booking decisions at The Sultan Hotel & Residence Jakarta. The background of this research departs from the increasing role of OTAs in the hospitality industry as one of the main channels of digital marketing that influences consumer behaviour in the booking process. This study uses a quantitative approach with a survey method on respondents who have booked rooms through OTA. OTA variables are measured through indicators of ease of access, promos or discounts, competitive prices, and customer reviews, which are assumed to influence interest, purchase decisions, and customer satisfaction. The results of simple linear regression analysis showed that OTA had a significant influence on room booking decisions, with a determination coefficient value (R²) of 56.8%. The hypothesis test (t-test) showed significant results (sig. 0.000 < 0.05), which confirmed a strong relationship between OTA use and increased room bookings. These findings highlight the importance of digital marketing communication for hotels in maximizing the potential of OTAs to increase room sales, strengthen competitiveness, and optimize the management of customer information and reviews to improve customer satisfaction. Theoretically, this study contributes to the development of digital marketing communication theory, particularly in explaining how OTA platforms function as persuasive communication media that integrate information quality, promotional attractiveness, and electronic word-of-mouth in shaping consumer decision-making in the hospitality sector
SMK Link and Match South Tangerang Strategy to Produce Competent Human Resources/Graduates in the Hotel Industry Syahrul Rizaldi Niode; Murhadi; Lioe Lyly Soemarni; Maryetti; Ni Made Dwiyana Rasuma Putri
Jurnal Sains Terapan Pariwisata Vol. 11 No. 2 (2026): Jurnal Sains Terapan Pariwisata
Publisher : Politeknik Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56743/jstp.v11i2.539

Abstract

This research aims to analyze and obtain the right strategy for developing a creative and innovative learning curriculum at SMK Link and Match, which will produce competent human resources and graduates to support the tourism sector in South Tangerang. This study uses a qualitative approach with the SWOT Analysis method through the stages of IFAS, EFAS, IE, and Cartesian diagrams. The data collection technique was carried out by conducting direct observations in the field and unstructured interviews with 8 informants, ranging from students, principals, productive teachers, heads of administration, alumni, and HR Trembessi Hotel as external parties who could strengthen statements in the research. Based on the grand strategy matrix results, SMK Link and Match have alternative strategies that can be applied to face increasingly fierce competition. One alternative strategy is to take advantage of the strengths and opportunities that exist, which can minimize the weaknesses and threats that its graduates will face.
Co-Authors Lioe Lyly Soemarni Maryetti Nasywa Husnia Ni Made Dwiyana Rasuma Putri Ritasari Syahrul Rizaldi Niode