PENGARUH BAURAN PEMASARAN JASA DAN KUALITAS PELAYANAN TERHADAP OKUPANSI HOTEL DI KABUPATEN KUNINGAN

Abstract

ABSTRACT

This study aims to analyze the influence of service marketing mix and service quality on hotel occupancy in Kuningan Regency. The method used was a survey with a quantitative approach, involving 82 respondents who were hotel management staff. Data was collected through questionnaires and analyzed using multiple linear regression. The results of the study showed that the mix of service marketing and service quality had a positive and significant effect on hotel occupancy rates. The service marketing mix, which consisted of product dimensions, price, place, promotion, people, process, and physical evidence, had a regression coefficient of 0.161, while service quality had a regression coefficient of 0.250. The results of the t-test showed that the two variables had a partial significant effect, with significance values of 0.013 and 0.000, respectively. The F test showed that the mix of service marketing and service quality simultaneously had a significant effect on hotel occupancy, with a significance value of 0.000. The coefficient of determination (R²) shows that 60.3% of the variation in hotel occupancy can be explained by these two independent variables. This study concludes that managing the service marketing mix and improving service quality is an important strategy to increase hotel occupancy in Kuningan Regency. Recommendations are given to improve the dimensions that are still not optimal, as well as suggestions for further research to use more diverse analysis methods and expand the scope of the research area.

Keywords: Service Marketing Mix, Service Quality, Hotel Occupancy.