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Jurnal Manajemen dan Bisnis Baja (JUMANIS BAJA)
Published by Universitas Banten Jaya
ISSN : 26860554     EISSN : 26865939     DOI : -
Core Subject : Economy, Science, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
Jurnal manajemen dan bisnis merupakan wadah jurnal pada fakultas ekonomi dan bisnis Universitas Banten Jaya.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 112 Documents
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HOTEL MANAGEMENT STRATEGIES DURING THE LOW SEASON AT CROSS BALI BREAKERS Ni Putu Ayu Purnia Cinta Dewi; Nyoman Indah Kusuma Dewi; I Wayan Wirga
Jurnal Manajemen dan Bisnis Vol. 8 No. 2 (2026): Jurnal Manajemen dan Bisnis Baja (JUMANIS BAJA)
Publisher : LPPM Universitas Banten jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47080/jmb.v8i2.4855

Abstract

This research aims to analyze the management strategies implemented by Cross Bali Breakers in addressing the challenge of low room occupancy during the low season. The study employs a descriptive qualitative approach, with data collected through interviews, observations, and documentation conducted during the internship program in the Sales and Marketing Department. The data were examined using SWOT analysis and mapped into IFAS, EFAS, IE Matrix, and QSPM to identify the hotel’s internal strengths and weaknesses as well as external opportunities and threats. The findings indicate that the hotel has adopted several strategies, including price-based promotions (flash sales), collaboration with Online Travel Agents (OTAs), domestic staycation packages, and the promotion of wellness and surfing experiences. Based on the IFAS matrix (score 2.50) and EFAS matrix (score 2.40), the hotel is positioned within Cell V, which supports growth-oriented strategies emphasizing product development and market penetration. The QSPM analysis confirms that integrated wellness product development is the main priority, scoring the highest Total Attractiveness Score (TAS = 4.42). Consequently, this study recommends that hotel management shift from short-term price-based promotions to experience-driven, sustainable marketing to ensure long-term competitiveness.
PERAN CUSTOMER ENGAGEMENT DALAM MEMBANGUN LOYALITAS PELANGGAN PADA PEMASARAN JASA PENDIDIKAN Sukarta Atmaja; Lona Noviani; Asih Kurnianingsih; Rizal Zulkarnain
Jurnal Manajemen dan Bisnis Vol. 8 No. 2 (2026): Jurnal Manajemen dan Bisnis Baja (JUMANIS BAJA)
Publisher : LPPM Universitas Banten jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47080/jmb.v8i2.4875

Abstract

Competition in the educational services sector in Indonesia is intensifying along with the growing number of formal and non-formal educational institutions. This situation requires educational institutions to focus not only on service quality but also on building long-term relationships with customers. Customer engagement is a crucial concept in service marketing because it reflects the cognitive, emotional, and behavioral involvement of customers. This study aims to analyze the influence of customer engagement on customer loyalty in the context of educational services marketing. The study used a quantitative approach using a survey method of educational service customers. Data were collected through a structured questionnaire and analyzed using simple linear regression. The results show that customer engagement has a positive and significant effect on customer loyalty in educational services. The higher the level of customer engagement, the higher the loyalty to the educational institution. This finding underscores the importance of relationship-based marketing strategies in supporting the sustainability of educational institutions.

Page 12 of 12 | Total Record : 112

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