PERANAN PERIKLANAN DALAM MENINGKATKAN PENJUALAN KAMAR PADA LEMBEH HILLS RESORT

Abstract

Abstract : Role of advertising in increasing the room sales at Lembeh Hills Resort. The biggest revenue of accommodation industry comes from the room roles. Lembeh Hills Resort is a resort located in Bitung City which heavily relies on room sales. For the realization of the room sales, the management collected the promotion advertisement. The aim of this research was to analyze the role and influence of advertising or increasing the room sales. The method of methodology used was descriptive and Qualitative method with regression as its method of analysis for finding out the influence of advertising on the room sales. In addition, the correlation analysis was and room sales at Lembeh Hills Resort during the last fice months. The results of research show that Lembeh Hills Resort used 5 advertising media among which were brochure, billboard, magazine/newspaper, radio and website Based on simple linear regression test y = a + bx where y = 3.088.b with the value of b was 1.11 and therefore the equation was y = 3.088,36 + 1.11x. Meaning that the management of Lembeh Hills Resort spent (X = 1) for advertising cost, therefore it has an influence as great as y = 1 on the roo sales or vise-versa if the management reduced the advertising cost as great as x-1 with an influence of y = (-) on the room sales. While the correlation of r.value = 0.70.r-value = 0.70 or 70% meaning that the closeness of relation between the advertising cost and the value of room sales was strong. It is suggested that the management maintain the existing advertising promotion. Further research is more specifically focused on testing the effectiveness of advertising whose role is making profit by room sales.