PENGARUH BAURAN PEMASARAN TERHADAP TINGKAT HUNIAN KAMAR (OCCUPANCY) PADA RED PLANET HOTEL MAKASSAR

Abstract

Sri Ayu Lestari. 2019. Effect Marketing Mix on Room Occupancy at Red Planet Hotel Makassar, advisor by Ridwan. This study aims to determine the effect of the Marketing Mix on Room Occupancy at Red Planet Hotel Makassar. The population in this study was 4,012 people, while the sample was 364 people. Data analysis used in this study is simple linear regression analysis using SPSS IBM Statistics 25 for Windows 10. The results of this study indicate that partially the Online Travel Agent has a positive and significant effect on the occupancy rate of rooms at Red Planet Hotel Makassar with a significant level of 0.001 <0.005. And then the R Square value is 0.760 or 76% which means that the Marketing Mix affects the Occupancy Rate of the Room.