STRATEGI PEMASARAN MELALUI MEDIA SOSIAL DALAM MENINGKATKAN OCCUPANCY PADA HOTEL AEROTEL SMILE MAKASSAR

Abstract

Andri Gunawan. 2021. Marketing Strategy through Social Media in Increasing Occupancy at Aerotel Smile Makassar Hotel, supervised by Mariah.This study aims to determine and analyze how the marketing strategies used at Hotel Aerotel Smile Makassar in increasing occupancy.This study uses a marketing mix strategy (product, price, place, promotion). In this research, besides being analyzed using qualitative descriptive analysis, it also uses SWOT analysis (Strength, Weakness, Opportunity, and Threat), IFAS, EFAS and Cartesian SWOT diagram.The results of this study indicate the IFAS score of 2.37 indicates a strong internal position, the EFAS score of 3.03 shows that the company responds to opportunities in an extraordinary way and avoids threats in its industrial market. The Cartesian diagram shows the company's position in an aggressive state, which is very profitable for companies that are in Quadrant 1.For the SWOT matrix Aerotel Smile Makassar Hotel is in the SO box, where the company is able to take advantage of existing opportunities with the strengths of the company, this is good for hotels Aerotel Smile Makassar to reduce weaknesses and minimize threats in order to increase occupancy