Contact Us

Jalan Kecak, No. 12, Gatot Subroto Timur - Bali
Phone: +62 361 - 426699
Fax: +62 361 - 426700
Journal Manager Whatsapp: +62 852 2767 9500
Email: [email protected]

* Sorry for not offering email form due to massive spam issue

Implementation of marketing mix strategy to increase room occupancy during covid-19 pandemic at the kayon jungle resort

Ni Made Rian Juniari Putri, I Nyoman Rajin Aryana, I Gusti Agung Mas Krisna Komala Sari


This research was conducted to know the strengths, weaknesses, opportunities, and threats of The Kayon Jungle Resort during Covid-19 pandemic, business position in IE (Internal – External) matrix, and to find the marketing strategies that can be implemented to increase room occupancy at The Kayon Jungle Resort during Covid-19 Pandemic. Data collection methods that were used in this research were interviews, observation, and questionnaires.  Data analysis techniques were descriptive qualitative analysis, SWOT Analysis, IFAS matrix, EFAS matrix, and IE matrix. The sample in this research used 7 people from Sales and Marketing Department employees, Resort manager, and General Manager of The Kayon Jungle Resort. The results of this research showed 15 internal factors become strengths and 5 internal factors become weaknesses. On the other hand, there were 5 external factors that were opportunities, and 4 external factors become threats. The results of the IE Matrix showed that the position of the company was in the growth strategy (cell II). SWOT analysis produced 9 alternative strategies to increase room occupancy during Covid-19 pandemic at The Kayon Jungle Resort.


Marketing Strategy; Marketing Mix; SWOT Analysis; Room Occupancy; Covid-19 Pandemic

Full Text:



Bithara, B. B., Astawa, I. K., Aryana, N. R., & Ruki, M. (2020). Analysis of Marketing Mix Strategies in Increasing Room Revenue on Grand Inna Kuta Bali. Journal of Applied Sciences in Travel and Hospitality, 3(2), 71–79.

Bungin, B. (2012). Analisis Data Penelitian Kualitatif. PT Raja Grafindo Persada.

Diayudha, L. (2020). Industri Perhotelan Di Indonesia Pada Masa Pandemi Covid-19: Analisis Deskriptif. Journal FAME: Journal Food and Beverage, Product and Services, Accomodation Industry, Entertainment Services, 3(1).

Güner, R., Hasanoğlu, İ., & Aktaş, F. (2020). Covid-19: Prevention and control measures in community. In Turkish Journal of Medical Sciences (Vol. 50, Issue SI-1, pp. 571–577). Turkiye Klinikleri.

Khaer, A. A., & Utomo, C. (2012). Pengaruh Tingkat Hunian Pada Keputusan Investasi Proyek Hotel Santika Gubeng Surabaya. Jurnal Teknik ITS, 1(1), D93–D96.

Kotler, P., & Armstrong, G. (2018). Principles of Marketing (Electronic Version). 1–736.

Lucaciu, O., Tarczali, D., & Petrescu, N. (2020). Oral healthcare during the COVID-19 pandemic. In Journal of Dental Sciences (Vol. 15, Issue 4, pp. 399–402). Association for Dental Sciences of the Republic of China.

Nugraha, K. S., Astuti, N. N. S., & Armoni, N. L. E. (2020). Marketing Strategy in Enhancing Competitive Advantage at Mercure Chamonix Center Hotel, France. Journal of Applied Sciences in Travel and Hospitality, 3(2), 107–115.

Putu, N., Pratiwi, L., & Sudiarta, M. (2019). Alternative Marketing Strategies For Low Season. 2(2), 109–119.

Rahmania, S. N., & Suharto. (2016). Penerapan Strategi Pemasaran Melalui Pendekatan Diferensiasi Produk Jasa Untuk Meningkatkan Occupancy Hotel Aziza Solo. Jurnal Hotelier, 2, 1–10.

Rangkuti, F. (2016). Analisis SWOT Teknik Membedah Kasus Bisnis Cara Perhitungan Bobot, Rating, dan OCAI. Gramedia Pustaka Utama.

Silalahi, R. V., Industri, J. T., Sains, F., Immanuel, I., Industri, J. T., & Sains, F. (n.d.). The Strategy of Increasing Occupancy Rate at Neo Candi Hotel Using IE Matrix and SWOT Matrix.

Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.

Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif Dan R &D. Alfabeta.

Wahyudin, A. (2015). Metodologi Penelitian. Unnes Press.

Wulandari, M. A., Septevany, E., Komala Sari, I. G. A. M. K., & Suarta, I. K. (2020). Marketing Strategy in Increasing Ballroom Sales at New Kuta Hotel. Journal of Business on Hospitality and Tourism, 6(2), 177.

Cited by:



  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Visited Number: Web
Analytics JBHOST Stats