Articles

Propose Marketing Strategies of Oasis Siliwangi Sport Hotel to Increase Brand Awareness and Purchase Intention

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After the outbreak of the COVID-19 pandemic in 2020, there was a rise in tourist visitors from different parts of Indonesia to Bandung, resulting in a direct boost in the occupancy rate of star hotels in the city. Because of this growth, numerous hotels developed, with the majority being 3-star establishments. The Oasis Siliwangi Sport Hotel is a three-star establishment in Bandung, offering a range of facilities and an ideal location. Oasis Siliwangi Sport Hotel in Bandung is now struggling with a lack of brand awareness, resulting in potential customers being unaware of the hotel’s existence and room occupancy rates. Consequently, this has led to a decline in the intention to make reservations. The objective of this study is to determine the variables that influence the level of brand awareness for Oasis Siliwangi Sport Hotel and develop effective marketing strategies to enhance the likelihood of customers choosing to stay at Oasis Siliwangi Sport Hotel. Data collection comes from primary data and secondary data. The primary data collection strategy is quantitative, utilizing a questionnaire for consumer analysis and hypothesis testing. Secondary data will be acquired from national and international scientific journals, previous research, book literature, government reports, and other reliable source of internet sites. The survey was disseminated to 217 potential target market participants with prior experience lodging at the hotel. The gathered data is analyzed using SMART PLS. The research findings indicate that Advertising and Social Media Marketing positively influence Brand Awareness. Furthermore, brand awareness, price, and facilities influence customer’s purchase intention. Based on these findings, several recommendations and strategies are made. These include create exciting bundling package and loyalty program, optimize promotion activities, utilize advertising to reach consumers, and strengthen hotel facility.

Commercial Building Revitalization in the city of Bandung, A feasibility study on “XYZ Hotel” Bandung

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This thesis explores the feasibility study and potential revitalization of underutilized commercial buildings in Bandung, focusing specifically on the case of XYZ Hotel. The argument contends that many commercial buildings in Bandung remain underutilized, missing out on opportunities to generate higher income by utilizing their full potential. The study employs SWOT analysis and a comprehensive feasibility study to determine the potential of these buildings and propose strategies for their revitalization. The research questions aim to assess the current condition of XYZ Hotel, compare its facilities with competitors, identify alternative functions for the building, and evaluate the feasibility of its revitalization. Through interviews with industry experts and on-site observations, the physical condition of the hotel is evaluated, highlighting the need for significant renovations and upgrades to enhance its appeal and competitiveness. The study also examines the economic feasibility of the revitalization project by conducting a thorough financial analysis. The findings indicate that XYZ Hotel is currently underutilized and faces challenges in terms of outdated infrastructure, lack of modern amenities, and subpar room conditions. Experts recommend a major overhaul of the hotel’s facilities, incorporating modern technologies and amenities to meet the expectations of contemporary travellers. The financial analysis demonstrates a positive Net Present Value (NPV) of IDR 47,701,605,549, an Internal Rate of Return (IRR) of 16,61%, a Profitability Index of 1.90 times, and a payback period of 8 years, affirming the financial viability of the revitalization project. Based on the research findings, recommendations are provided for the building owner, ITB, and potential investors. The owner should carefully select investors who align with the vision and values of the project, considering the historical significance of the building and its potential impact on ITB’s reputation. For investors, it is crucial to understand the constraints associated with revitalizing a cultural heritage building and leverage the historical value of XYZ Hotel as a unique selling point. In conclusion, the study demonstrates the potential for revitalizing underutilized commercial buildings in Bandung, with XYZ Hotel serving as a case study. The proposed strategies and financial analysis provide valuable insights for stakeholders and future researchers interested in similar projects. By revitalizing and transforming underutilized buildings, Bandung can unlock new economic opportunities and preserve its cultural heritage for generations to come.