Strategi Pemasaran Holistik di Hotel Mahkota Singkawang: Analisis Bauran Pemasaran

Abstract

This study evaluates the marketing strategy of Mahkota Singkawang Hotel through a descriptive method, utilizing observation, interviews, and questionnaires. Data analysis employs qualitative methods with a Likert scale. The study sampled 100 respondents over 17 years old, who have stayed at the hotel at least twice, selected via purposive sampling. Focusing on the 7P Marketing Mix (Product, Price, Place, Promotion, People, Process, Physical Evidence), the results show respondents rated these variables as good to very good. This signifies a well-received marketing strategy by the hotel guests. Recommendations for Mahkota Hotel include maintaining and enhancing their marketing efforts, fostering innovation, and embracing digital trends to leverage promotional opportunities.