Pengaruh Harga dan Promosi Terhadap Tingkat Hunian Kamar di Garden Palace Hotel Surabaya

Singgih, Stephanus (2012) Pengaruh Harga dan Promosi Terhadap Tingkat Hunian Kamar di Garden Palace Hotel Surabaya. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Official URL: http://repositori.ukdc.ac.id/

Abstract

The number of luxury hotels in Surabaya, led to excess in the supply room, because that tends to target the same consumers, causing consumers in obtaining competition. This resulted in a lot of hotels, one of which Garden Palace Hotel perform a variety of strategies such as giving discounts or making particular events on special days. The purpose of this study was to determine the extent of the influence of price and promotion either simultaneously or partially on room occupancy rate at Garden Palace Hotel Surabaya. The study was conducted on 50 respondents who are or have to stay at Garden Palace Hotel. The analysis method used is multiple linear regression, hypothesis testing while using the F test and t test on the real level of 5%. The results showed that price and promotion has a positive influence on occupancy rates at Garden Palace Hotel Surabaya. It can be seen from the F test results where the value Fhitung > Ftable is 18.018 > 3.20. From the autocorrelation test results, the value of the coefficient of multiple determination (R2) is 0.410, this suggests that prices and promotions contributed to the occupancy rate at the Garden Palace Hotel by 41%, while the remaining 59% is contributed by other factors. By using the t test proved that: the price (X1) a significant effect on occupancy rates at the Garden Palace Hotel, proved thitung > ttable is 2.770 > 2.012, promotion (X2) significant effect on occupancy rates at the Garden Palace Hotel, proved thitung > ttable 2.350 > 2.012. Dominant variable in this case is the price variable.

Item Type:

Thesis (Undergraduate)

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