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Journal : Indonesian Journal of Interdisciplinary Research in Science and Technology (MARCOPOLO)

The Effect of Promotion Mix Costs on Room Occupancy Rates in Hotels in Jakarta Ni Putu Ayu Chandra Cantika; Ida Ayu Kalpikawati; I Wayan Jata
Indonesian Journal of Interdisciplinary Research in Science and Technology Vol. 2 No. 11 (2024): November 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/marcopolo.v2i11.11289

Abstract

This study was conducted in one of the hotels in Jakarta, aiming to examine the inefficiency of promotional mix costs on room occupancy rates. This quantitative study with secondary time series data uses statistical tests including t-test, F-test, and coefficient of determination. The results show that promotional costs have a significant positive effect on room occupancy rates of 58%. Promotion components such as sales promotion, personal selling, advertising, and public relations all have a significant effect. Other factors not studied affect 42% of the variation in occupancy rates.