The Effect of Promotion Mix Costs on Room Occupancy Rates in Hotels in Jakarta

Ni Putu Ayu Chandra  Cantika; Ida Ayu  Kalpikawati; I Wayan  Jata

doi:10.55927/marcopolo.v2i11.11289

Authors

Ni Putu Ayu Chandra Cantika Politeknik Pariwisata Bali
Ida Ayu Kalpikawati Politeknik Pariwisata Bali
I Wayan Jata Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/marcopolo.v2i11.11289

Keywords:

Promotion Fees, Advertising, Personal Selling, Sales Promotion, Public Relation

Abstract

This study was conducted in one of the hotels in Jakarta, aiming to examine the inefficiency of promotional mix costs on room occupancy rates. This quantitative study with secondary time series data uses statistical tests including t-test, F-test, and coefficient of determination. The results show that promotional costs have a significant positive effect on room occupancy rates of 58%. Promotion components such as sales promotion, personal selling, advertising, and public relations all have a significant effect. Other factors not studied affect 42% of the variation in occupancy rates.

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