IMPLEMENTASI E-COMMERCE DALAM BAURAN PEMASARAN JASA GUNA MENINGKATKAN TINGKAT HUNIAN HOTEL DI YELLO PASKAL HOTEL BANDUNG

Mutiara, Azzahra (2025) IMPLEMENTASI E-COMMERCE DALAM BAURAN PEMASARAN JASA GUNA MENINGKATKAN TINGKAT HUNIAN HOTEL DI YELLO PASKAL HOTEL BANDUNG. D4 thesis, Poltekpar NHI Bandung.

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Abstract

The development of digital technology, particularly the internet, has driven significant transformation in the hospitality industry, including in marketing strategies. This study aims to examine the implementation of e-commerce strategies using the 7P marketing mix approach (Product, Price, Place, Promotion, People, Process, and Physical Evidence) at Yello Hotel Paskal Bandung to increase room occupancy rates, and to analyze the influencing factors. This research employs a descriptive qualitative approach. Data were collected through interviews with three informants from the Sales & Marketing department, as well as observation and documentation. The results show that Yello Hotel Paskal has integrated both B2C and B2B e-commerce strategies through its official website and partnerships with OTAs such as Traveloka, Agoda, and Booking.com. Digital promotion strategies such as Instagram Ads, email marketing, and OTA campaigns are also implemented. However, several obstacles hinder the effectiveness of these strategies, including limited staff which impacts timely responses to guests, system and feature limitations on the official website. Factors such as strategic location, quality of service, competitive pricing, and promotion significantly influence occupancy rates. Nevertheless, data indicate a decline in occupancy in early 2025 compared to the previous year. These findings highlight the need for evaluation and strengthening of the hotel’s e-commerce strategies.

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