Analisis Strategi Pemasaran Pada Aston Priority Simatupang Hotel And Conference Center Untuk Keberlangsungan
DOI:
https://doi.org/10.35814/ekobisman.v9i1.7743
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Keywords:
Strategi Pemasaran, keberlangsungan, Analisis TOWS, Aston Priority Simatupang, MICE, Branding, staycation, Perhotelan
Abstract
Penelitian ini menganalisis strategi pemasaran yang diterapkan oleh Aston Priority Simatupang Hotel and Conference Center untuk keberlangsungan di pasar perhotelan Jakarta Selatan. Fokus penelitian ini adalah untuk mengidentifikasi kekuatan dan kelemahan internal hotel, peluang eksternal, serta tantangan yang dihadapi dalam menghadapi persaingan yang ketat. Melalui analisis TOWS dan pendekatan kuantitatif lainnya, penelitian ini menemukan bahwa Aston Priority Simatupang memiliki keunggulan kompetitif yang kuat dan berada dalam industri yang menguntungkan dengan stabilitas finasial yang baik. Namun, terdapat kebutuhan untuk mengembangkan strategi yang lebih agresif dan adaptif, termasuk diversifikasi segmen pasar dan peningkatan kampanye branding, guna mempertahankan dan memperkuat posisi hotel di pasar yang terus berkembang. Penelitian ini merekomendasikan pengembangan paket MICE (Meetings, Incentives, Conferences, Exhibitions) dan staycation sebagai strategi utama untuk keberlangsungan Aston Priority Simatupang Hotel and Conference Center.
Kata Kunci: Strategi Pemasaran, keberlangsungan, Analisis TOWS, Aston Priority Simatupang, MICE, Branding, Staycation, Perhotelan.
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Arikunto, S. (2010). Prosedur penelitian: Suatu pendekatan praktik. Jakarta: Rineka Cipta.
Aston Priority Simatupang Hotel & Conference Center. (2022). Situs resmi. Diaksesdari https://www.astonhotelsinternational.com/id/read/77/rangkaian-acara-pesta-merdeka-di-aston-priority-simatupang
Badan Pusat Statistik Provinsi DKI Jakarta. (2023). DKI Jakarta dalam angka 2023. Jakarta: Badan Pusat Statistik Provinsi DKI Jakarta.
British Journal of Marketing Studies. (2021). Service quality, customer satisfaction and behavioral intentions: Application of lodging quality index model on hotels in South East, Nigeria. British Journal of Marketing Studies, 9(4), 18-35. Diakses dari https://www.eajournals.org/
Cravens, D. W., & Piercy, N. F. (2013). Strategic marketing (10th ed.). New York: McGraw-Hill Education.
Cró, S., & Martins, A. M. (2017). Structural breaks in international tourism demand: Are they caused by crises or disasters? Journal of Tourism Management, 63, 3-9.
David, F. R., & David, F. R. (2017). Strategic management: A competitive advantage approach, concepts and cases (16th ed.). Pearson Education Limited.
Ernawati Waridah, S. S. (2017). Kamus Bahasa Indonesia. Bmedia.
Harefa, N. H., Sihombing, M., & Harahap, K. (2022). Analisis strategi bersaing Hotel Soliga dalam menghadapi persaingan industri perhotelan di Kota Gunungsitoli, Sumatera Utara. Journal of Business Administration: Entrepreneurship and Creative Industry, 1(2), 1-12.
Hayes, D. K., & Ninemeier, J. D. (2016). Hotel operations management (3rd ed.). Pearson Education Limited.
Hernandez Calderon, A., Leung, X. Y., & Kim, J. Y. (2023). Hotel guests’ intention to stay during the pandemic: A comparison of frequent versus infrequent guests. Journal of Tourism Management, 63, 3-9.
Kementerian Lingkungan Hidup dan Kehutanan Republik Indonesia. (2024). Situs resmi. Diakses dari https://www.lingkungan.go.id
Kementerian Pariwisata dan Ekonomi Kreatif Republik Indonesia. (2021). Peraturan Menteri Pariwisata dan Ekonomi Kreatif Republik Indonesia Nomor 4 Tahun 2021 tentang Standar Kegiatan Usaha pada Penyelenggaraan Perizinan Berusaha Berbasis Risiko Sektor Pariwisata. Jakarta: Kementerian Pariwisata dan Ekonomi Kreatif Republik Indonesia.
Kotler, P., & Armstrong, G. (2016). Principles of marketing. Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education, Inc.
Molina-Azorín, J. F., Tarí, J. J., Pereira-Moliner, J., López-Gamero, M. D., & Pertusa-Ortega, E. M. (2015). The effects of quality and environmental management on competitive advantage: A mixed methods study in the hotel industry. Tourism Management, 50, 41-54.
Oregon Department of Administrative Services. (n.d.). Sustainability Program. Oregon.gov. https://www.oregon.gov/das/facilities/pages/sustainability.aspx
Perhimpunan Hotel dan Restoran Indonesia. (2023). Situs resmi. Diakses dari https://phri.or.id
Pirogova, O., Plotnikov, V., & Gamidova, A. (2023). Competitiveness of enterprises in the hospitality industries: Increasing mechanisms. E3S Web of Conferences, 371, 05050. https://doi.org/10.1051/e3sconf/202337105050
Pribanus Wantara, A., Irawati, & Sri, W. (2021). Strategi pengembangan produk garam rakyat bersama PT. Garam Madura menggunakan model DART. Eco-Entrepreneurship, 7(2), 136.
Porter, M. E. (1990). The competitive advantage of nations. Free Press.
Porter, M. E. (2003). The five competitive forces that shape strategy. Harvard Business Review, 81(1), 137-144.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta, CV.
Song, Y., Liu, K., Guo, L., Yang, Z., & Jin, M. (2022). Does hotel customer satisfaction change during the COVID-19? A perspective from online reviews. Journal of Hospitality and Tourism Management, 132-138.
Veiga, P. M., Ambrósio, F., & Ferreira, R. R. (2023). Competitiveness of the hotel industry: A knowledge management approach. Chapter 2.
Walker, J. R. (2017). Introduction to hospitality (7th ed.). Pearson Education Limited.
Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2018). Strategic management and business policy: Globalization, innovation and sustainability (15th ed.). Pearson Education Limited.
Published
2025-01-30
How to Cite
Muh Zaenudin. (2025). Analisis Strategi Pemasaran Pada Aston Priority Simatupang Hotel And Conference Center Untuk Keberlangsungan. EKOBISMAN : JURNAL EKONOMI BISNIS MANAJEMEN, 9(1), 85-99. https://doi.org/10.35814/ekobisman.v9i1.7743
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Articles
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