Pengaruh Bauran Pemasaran Ota Terhadap Reservasi Kamar Hotel (studi Kasus Hotel Berbintang Di Bali)

Abstract

Abstrak Semakin banyak jumlah pengguna internet dan jumlah wisatawan di Indonesia, memberikan potensi terhadap bisnis berbasis online, terutama di bidang akomodasi dan hotel yang biasa disebut online travel agent. Dilihat dari pertumbuhan yang signifikan dalam OTA, muncul persaingan yang ketat pada online travel agent yang membuat setiap agen perjalanan online saling bersaing guna menarik perhatian dari konsumen. Penelitian ini bertujuan untuk mengetahui bagaimana bauran pemasaran OTA berpengaruh terhadap reservasi kamar hotel yang dilakukan pada variabel 7P. Pengolahan data pada penelitian ini menggunakan metode analisis PLS (Partial Least Square) dengan program SmartPLS 3.0. Model penelitian ini menggunakan teori Bauran Pemasaran (Marketing Mix) dengan variabelnya, yaitu product, price, promotion, place, people, process, dan physical evidence. Hasil penelitian menunjukkan, dari 7 variabel dalam bauran pemasaran yang diteliti terdapat lima variabel yaitu product, place, peole, process dan physical evidence yang berpengaruh secara signifikan dan positif terhadap keputusan pembelian, sedangkan variabel price dan promotion dalam penelitian ini tidak berpengaruh signifikan terhadap keputusan pembelian. Kata Kunci: bauran pemasaran; Online Travel Agent; PLS Abstract The increasing number of internet users and the number of tourists in Indonesia, provides the potential for online-based businesses, especially in the field of accommodation and hotels commonly called online travel agents. Judging from the significant growth in the OTA, there was intense competition in the online travel agent that made every online travel agent compete with each other to attract the attention of consumers. This study aims to determine how the OTA marketing mix affects hotel room reservations made on 7P variables. Processing data in this study using the method of PLS (Partial Least Square) analysis with the SmartPLS 3.0 program. This research model uses the theory of Marketing Mix with its variables, namely product, price, promotion, place, people, process, and physical evidence. The results showed that of the 7 variables in the marketing mix studied there were five variables, namely product, place, peole, process and physical evidence which had a significant and positive effect on purchasing decisions, while price and promotion variables in this study had no significant effect on purchasing decisions. Keywords: marketing mix; Online Travel Agent; PLS