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All Journal Jurnal Ilmiah Multidisiplin Ilmu Jurnal Padamu Negeri
Abdul rohman marbun
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PENINGKATAN PELUANG PARIWISATA UNTUK HUNIAN HOTEL DI ERA DIGITAL MELALUI PELATIHAN PEMASARAN DIGITAL DI SMK HARAPAN BERSAMA Lourensius Hendra Putra; Prasetya Putra Nugraha; Abdul rohman marbun
Jurnal Padamu Negeri Vol. 2 No. 2 (2025): April : Jurnal Padamu Negeri (JPN)
Publisher : CV. Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/jqty0410

Abstract

This Community Service Program aimed to enhance the understanding and skills of students from SMK Harapan Bersama, particularly those in the Hospitality Study Program, in applying digital marketing strategies to support increased hotel occupancy in the digital era. The training was conducted through a participatory and practical approach, covering key topics such as digital marketing fundamentals, the use of social media, Google Business Profile and OTA platforms, basic SEO techniques, and electronic word of mouth (e-WOM) strategies. Evaluation was carried out using pre-test and post-test instruments involving 35 participants, showing significant improvements across all assessed aspects. The highest increases were observed in hotel promotional content development (from 60% to 88%) and the use of social media for promotional purposes (from 55% to 85%). These results demonstrate the effectiveness of the training in strengthening students’ competencies in both practical and contextual ways. The program was perceived as highly beneficial and relevant to the needs of the hospitality industry and is recommended for continuous implementation to support vocational students’ readiness in facing digital industry demands.
PENGARUH PENGEMBANGAN CITY WALK TEGAL TERHADAP OKUPANSI HOTEL Lourensius Hendra Putra; Prasetya Putra Nugraha; Abdul rohman marbun
Jurnal Ilmiah Multidisiplin Ilmu Vol. 2 No. 2 (2025): April : Jurnal Ilmiah Multidisiplin Ilmu (JIMI)
Publisher : CV. Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/tqg4s081

Abstract

This study aims to analyze the impact of the City Walk development on hotel occupancy rates in Tegal City, focusing on the influence of perception, price, distance, and promotion on occupancy changes after the development. A quantitative approach was employed through a survey of 100 respondents consisting of hotel managers or administrators, with data analyzed using descriptive and inferential statistics, including normality, multicollinearity, and heteroscedasticity tests, paired t-test, and multiple linear regression. The findings reveal a significant difference in occupancy rates before and after the City Walk development (p < 0.01), with an average increase of 1.88%. Regression analysis showed an R² value of 0.482 and an F-statistic of 21.53 (p < 0.001), indicating that the four variables collectively explained 48.2% of the variation in occupancy rates, with perception, price, and promotion having a significant positive effect, while distance had a significant negative effect. These results highlight that hotel management strategies integrating a positive City Walk image, competitive pricing, accessible location, and effective promotion can significantly enhance occupancy rates.
Co-Authors Lourensius Hendra Putra Prasetya Putra Nugraha