ANALISIS PENGARUH DIRECT MARKETING DAN PERSONAL SELLING TERHADAP PENINGKATAN OCCUPANCY DI ASTON PRIORITY SIMATUPANG HOTEL & CONFERENCE CENTER

Tourism and hospitality are interrelated, and the development of tourism is believed to help the economic growth of the hotel business. The role of sales and marketing is crucial, as they play a key role in increasing hotel revenue and maintaining the hotel business in the long run. The study aims to analyze the impact of direct marketing and personal selling on increased occupancy. The collected data is quantitative and is analyzed using existing formulas and SPSS version 26 software. The results of the research showed that direct marketing and personal selling in partial trials had no effect on increased occupancy. This is demonstrated by the passional test results obtained (t count < t table is t table 1.661), and the subsequent hypothesis test gave a positive result, but both variables simultaneously had no influence on the increase in occupancy. This is demonstrated by simultaneous test results multiplied by F counting < F table (1.717 < 2.090). Of the two variables, the most influential variable is personal selling, with the largest regression analysis result, i.e., standardized coefficients of 0.60. As well as the influence of direct marketing and personal selling variables on the increase in occupancy at Hotel Aston by 27.6%.
Keywords : Direct Marketing, Personal Selling, Peningkatan Occupancy

Pariwisata dan perhotelan saling terkait, dan perkembangan pariwisata diyakini dapat membantu pertumbuhan ekonomi bisnis hotel. Peran sales &marketing sangat penting karena memiliki peran utama dalam meningkatkan pendapatan hotel dan mempertahankan bisnis hotel dalam jangka panjang. Penelitian ini bertujan untuk menganalisis pengaruh direct marketing dan personal selling terhadap peningkatan occupancy. Data yang terkumpul bersifat kuantitaif, yang dianalisis menggunakan rumus yang ada dibantu menggunakan software SPSS v 26. Hasil Penelitian menunjukan bahwa direct marketing dan personal selling secara uji parsial menyatakan tidak berpengaruh peningkatan occupancy. Hal ini terbukti dari hasil uji pasrsial diperoleh t hitungng < t table yaitu t table 1.661, dan pada uji hipotesa selanjutnya memberikan hasil positif namun kedua variabel tersebut secara simultan tidak berpengaruh terhadap peningkatan occupancy. Hal ini terbukti dari uji hasil simultan diperolerh F hitung < F table (1.717 < 2.090). Dari kedua variabel tersebut, variabel yang paling berpengaruh adalah personal selling, dengan hasil analisis regresi paling besar, yaitu standardized coefficients sebesar 0.60 Serta adanya pengaruh variabel direct marketing dan personal selling terhadap peningkatan occupancy di Hotel Aston 27,6%.

Kata kunci Direct Marketing, Personal Selling, Peningkatan Occupancy