The Effect of Agoda's Online Travel Agent Promotion on Hotel Room Occupancy Window in Bali

Ni Kadek Dwi  Trisna; Nyoman Gede Mas  Wiartha; Clearesta  Adinda

doi:10.55927/wakatobi.v3i1.15240

Authors

Ni Kadek Dwi Trisna Politeknik Pariwisata Bali
Nyoman Gede Mas Wiartha Politeknik Pariwisata Bali
Clearesta Adinda Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/wakatobi.v3i1.15240

Keywords:

Promotions, Sales Promotions, Room Occupancy Rate

Abstract

This study aims to find out and analyze the influence of Agoda's online travel agent promotion on room occupancy rate in Conrad Bali. This study uses a quantitative method with a data collection technique through a questionnaire. The respondents in this study were 98 people using the purposive sampling method. The questionnaire was distributed through Google Form and consisted of 20 statements measured using a 5-point Likert scale. The data analysis technique used validity test, reliability test, classical assumption test, simple regression analysis, determination coefficient test, and t-test with the help of SPSS for Windows version 26 software. The results of the study were obtained that sales promotion had a positive and significant effect on the room occupancy rate in Conrad Bali, where a t-value was obtained of 12.297 and a sig value of 0.000. The magnitude of the influence of sales promotion is 61.2%, on the room occupancy rate. From the results of this study, it can be concluded that promotions through Agoda's Online Travel Agent are able to significantly increase the occupancy rate of rooms at Conrad Bali.

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