STRATEGI MARKETING MIX, YIELD MANAGEMENT, CUSTOMER SATISFACTION AND OCCUPANCY RATE

Abstract

of this research is to understand and analyses the relationship between
marketing mix, yield management strategy, customer satisfaction and occupancy rate di
Furama Villas & Spa, Badung, Bali.
Occupancy rate influence by four factor such as the correct implementation of
marketing mix strategy, yield management strategy and how to manage the customer
satisfaction in order to increase the sales performance especially determine through occupancy
rate. The four factor are clearly shown on the response from the customer through the answer
from the distributed questionnaire using the Score Interval Scale.
This research study includes the four hypothesis that would be examined. Data from
100 respondents selected by using non-probability technique with purposive or judgment
sampling method was analyzed with Structural Equation Model (SEM) analysis by using
AMOS version 20.0 software. The result of this research proved that the relationship among
the four variable strategi marketing mix strategy, yield management, customer satisfaction
show the positive and strong influence to increase the occupancy rate. The result is between
the rane of Goodness of Outfit criteria : Chi-square =209,594 : probability = 0,03 ; RMSEA
= 0,023 ; GFI = 0,917 ; AGFI = 0,914; CMIN / DF = 0,872 ; TLI = 0,802 ; CFI = 0,894; All
of the hypothesis in this research can be accepted.
This research also connect results of the research with theoretical implicatiob and
policy implication for the management of Furama Villas & Spa, Badung Bali as elaborated in
the summary and epilog. Limitation of the research agenda and future research can be adjusted
to all the upcoming research.

Keywords: strategy, marketing mix, yield management, customer satisfaction and occupancy
rate.