MARKET STRATEGY AND MARKET SEGMENT Implikasi Kinerja Keuangan Hotel Novotel Makassar

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Mariesta Reny Tonapa
Marselinus Asri
Bernadeth Tongli

Keywords

Industri Perhotelan, Strategi Pemasaran, Kinerja Keuangan, Service Quality

Abstract

This study aims to study how the marketing strategies of advertising, products, prices and channels affect the financial performance of Novotel Makassar Hotel. The sample used in this study is clients who book rooms and meeting rooms at the Novotel Makassar Hotel. The selection of samples in this study using a survey method based on certain criteria. The results of the study using path analysis show marketing strategies namely advertising, products, prices and positive distribution channels on financial performance.

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