Strategi Afiliasi Bisnis: Suatu Model Pemilihan Channel Penjualan dan Pengelolaan Hotel Non Jaringan di Kota Batam
Keywords:
Promosi; Affiliasi Marketing; Okupansi BisnisAbstract
Tujuan penelitian ini adalah untuk mengkaji pemasaran hotel yang memiliki afiliasi dengan agen travel online dalam mendistribusikan layanan kamar pada tamu hotel. Dalam pelaksanaannya menggunakan direct channel sebagai role model bisnis, peran agensi travel online memediasi pemesanan kamar dengan promosi harga dengan margin profit yang menguntungkan bagi kedua belah pihak dimana online travel agen memiliki resiko ketika tidak mampu menjual paketnya pada calon pengunjung hotel. Penelitian ini menggunakan model explanatory research kuantitatif dengan menggunakan accidental sampling pada 60 hotel non jaringan di Batam digunakan sebagai responden yang tersebar di 1 wilayah ekonomi yang potensial yaitu Nagoya. Hasil yang didapat dari dua variabel pendukung yaitu Promosi, Afiliasi Marketing dan Okupansi bisnis menunjukkan hasil yang positif. Hasil pengujian menunjukkan bahwa promosi hotel non jaringan dan affiliasi bisnis dari agen travel online memainkan peranan penting dalam proses penilaian penjualan kamar hotel. Pihak hotel dan online travel berafiliasi secara terpusat dimana lebih cenderung memiliki tugas lebih kompleks daripada pihak internal hotel. Meskipun dalam hubungan bisnis pihak online travel lebih banyak memiliki keuntungan dari program afiliasi yang telah berjalan. Sampai saat ini hasil menunjukkan bahwa model bisnis afiliasi memiliki efek kuat terkait dengan masa depan industri perhotelan di masa mendatang. Penelitian ini menggunakan analisa SEM dalam menganalisis temuan.
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