Service Marketing Mix Strategy in Attracting Customer Interest at Lawaka Ampana Hotel
DOI:
https://doi.org/10.59890/mjst.v2i10.79Keywords:
Hotel Marketing Mix, Marketing Strategy, Hotel MarketingAbstract
This study aims to determine the Service Marketing Mix Strategy in Attracting Customer Interest at Hotel Lawaka Ampana. The type of research used is qualitative. Data collection methods use observation, interviews, and documentation. The informants interviewed are business owners and several customers of Shoesserious Palu. The results of the study show that (1) Shoesserious Palu uses a 7P service marketing strategy (Product, Place, Price, Promotion, People, Physical Evidence, Process) in increasing the number of customers. The products are 5 types of rooms, namely, standard, superior, deluxe, grand deluxe, VIP, meeting room, prayer room, cafe and restaurant. The price list offered by Hotel Lawaka Ampana is, standard Rp. 365,000, superior Rp. 450,000, deluxe Rp. 535,000, grand deluxe 625,000, and VIP Rp. 700,000. Hotel Lawaka Ampana promotes itself through advertising, supplemented by social media platforms like Facebook, Instagram, WhatsApp, and TikTok. This is done to ensure that promotions reach all market segments. From the physical aspect, Lawaka Ampana Hotel combines the concept of garden and beach in Bali. Every physical evidence starting from the exterior and interior design is combined very attractively. Lawaka Ampana Hotel booking process: Come to the hotel by showing your ID card. The front office will record the guest's identity, choose the room according to your needs: standard, superior, deluxe, grand deluxe, and VIP. Pay attention to the facilities of each room, choose a secure and verified payment method, check-in at the hotel, show proof of booking and identity, and finally check-out
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