Evaluasi Kebijakan Pemasaran pada Hotel Khatulistiwa Singkawang

Abstract

The objective of this research is to analyze the Marketing Mix Policy of Hotel Khatulistiwa Singkawang. The study employs a descriptive research method, utilizing data collection techniques such as observation, interviews, and questionnaires. Qualitative data analysis is performed using a Likert scale. The study's population consists of 8,016 individuals, with a sample of 100 respondents selected through purposive sampling, based on the criteria that respondents are over 17 years old and have stayed at the hotel at least twice. This research focuses on the 7Ps of the Marketing Mix: Product, Price, Place, Promotion, People, Process, and Physical Evidence. The results indicate that respondents perceive the Physical Evidence variable as neutral or average, while the variables of Product, Price, Promotion, People, and Process are rated as good. The Place variable is rated as very good. Consequently, it can be concluded that Hotel Khatulistiwa's marketing mix policy has been effectively implemented according to the respondents. Recommendations for Hotel Khatulistiwa Singkawang include addressing any identified shortcomings, maintaining, and continuously improving their already effective marketing policies to remain competitive and reach their target market.