ANALISIS IMPLEMENTASI MARKETING INNOVATION DALAM MENINGKATKAN KUALITAS PEMASARAN (Studi Kasus Pada Perusahaan Akomodasi Hoomestay Room Bandung)

Dennissa Febrianty, - and Bagja Waluya, - and Aan Khosihan, - (2024) ANALISIS IMPLEMENTASI MARKETING INNOVATION DALAM MENINGKATKAN KUALITAS PEMASARAN (Studi Kasus Pada Perusahaan Akomodasi Hoomestay Room Bandung). S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Peningkatan kualitas pemasaran pada perusahaan akomodasi untuk mampu menciptakan keunggulan kompetitif. Perusahaan akomodasi memerlukan adopsi pemasaran inovatif dalam bentuk ide-ide baru dan praktik pemasaran nontradisional yang terkait dengan produk, harga, promosi, distribusi, bukti fisik, proses dan penyedia layanan. Hoomestay Room Bandung, sebagai salah satu perusahaan penyedia jasa akomodasi dengan target market nomadic tourism telah mengimplementasikan marketing innovation pada strategi pemasarannya. Penelitian ini bertujuan untuk menganalisis mengenai implementasi marketing innovation dalam meningkatkan kualitas pemasaran. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis studi kasus. Informan dalam penelitian ini terdiri dari Chief Executive Officer, Chief Marketing Officer, Chief Operating Officer dan 12 tamu yang sudah menginap di Hoomestay Room Bandung. Hasil menunjukan bahwa Hoomestay Room Bandung telah berhasil mengintegrasikan berbagai inovasi dalam strategi pemasaran mereka, mencakup branding, desain, pelayanan, dan promosi. Melalui pendekatan komprehensif ini, mereka menciptakan identitas yang menarik bagi konsumen dengan menggabungkan kualitas hotel dan harga homestay serta menekankan nilai tambah lokasi strategis dan akses mudah. Dengan penerapan marketing innovation, Hoomestay Room Bandung berhasil meningkatkan performa bisnisnya dalam hal hunian, pendapatan, dan ulasan positif. Selain itu, perusahaan ini juga berhasil menciptakan perceived quality yang tinggi melalui ulasan positif dari tamu dan ketiadaan keluhan, menunjukkan kepuasan pelanggan yang berkelanjutan. Hal ini menunjukkan bahwa inovasi dalam pemasaran menjadi kunci kesuksesan dalam memperluas pangsa pasar di industri akomodasi yang kompetitif.

Improving the quality of marketing in accommodation companies to be able to create a competitive advantage. Accommodation companies require the adoption of innovative marketing in the form of new ideas and non-traditional marketing practices related to products, pricing, promotion, distribution, physical evidence, processes and service providers. Hoomestay Room Bandung, as one of the accommodation service providers with a nomadic tourism target market, has implemented marketing innovation in its marketing strategy. This study aims to analyze the implementation of marketing innovation in improving marketing quality. This research uses a qualitative approach with a case study analysis method. The informants in this study consisted of Chief Executive Officer, Chief Marketing Officer, Chief Operating Officer and 12 guests already stayed in Hoomestay Room Bandung. The results show that Hoomestay Room Bandung has successfully integrated various innovations in their marketing strategy, including branding, design, service, and promotion. Through this comprehensive approach, they create an attractive identity for consumers by combining hotel quality and homestay prices and emphasizing the added value of strategic location and easy access. With the implementation of marketing innovation, Hoomestay Room Bandung has succeeded in improving its business performance in terms of occupancy, revenue, and positive reviews. In addition, the company has also managed to create high perceived quality through positive reviews from guests and no complaints, demonstrating continued customer satisfaction. This shows that innovation in marketing is the key to success in expanding market share in the competitive accommodation industry.

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Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing: Bagja Waluya : 5979043 Aan Khosihan : 6750818
Uncontrolled Keywords:	Marketing, Innovation, Pelanggan, Kualitas, Hoomestay Room Marketing, Innovation, Customer, Quality, Hoomestay Room
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User:	Dennissa Febrianty
Date Deposited:	21 Apr 2025 03:34
Last Modified:	21 Apr 2025 03:34
URI:	http://repository.upi.edu/id/eprint/132219

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