IMPROVING MUSIC CONCERT AT XYZ HOTEL STRATEGY BASED ON CONSUMER EXPECTATION, EXPERIENCE AND PREFERENCE

• Main Author: Citra Ananda, Bella
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45680
• Institution: Institut Teknologi Bandung

In Indonesia, hotel industry become more competitive. The primary tasks of hotel managers include developing and promoting their business to remain ahead of their competitors. As competition in the hotel industry becomes more intense, it is increasingly important for hotels to invest more in marketing activities to attract and retain guests and distinguish themselves from their competitions in order to stay in the industry (Brown & Ragsdale, 2002). One of the ways to improve marketing strategy is to know consumer preference which defines as the subjective tastes of individual consumers. Xyz hotel is a 5-stars hotel in Bandung which established since 2012. One of the leisure activity to celebrate New Year’s Eve is held music concerts. Xyz hotel collaborated with event organizers, especially with ciggarattes brand, PT. Cigarettes K which has a special team to hold music concerts. As time goes by, Xyz hotel feels that Generation X increasingly dominates the number of visitors who come to their new year’s music concerts. In addition, they also realized that in 2-3 years the ability of Generation X to come to music concerts would decrease, so they must be able to provide appropriate treatment to the next generation, the Generation Y or can called it as Millennials. But previously, Xyz hotel should be able to learn in advance about the characteristics and behavior of the millennial especially their preference to a music concert. So that it could be a reference Xyz hotel to improve their music concert. To analyze the issue, this study has been used external, internal, competitor, and consumer analysis. For consumer analysis, the author used qualitative based on focus group discussion and quantitative from survey. The uses of focus group discussion to get insight from 8 millennial as informants about their expectation, experience and preference towards music concert. The author also got millennials insight about Xyz hotel’s New Year’s Eve concert music. After got those insights, the author processed into a questionnaire that has been spread to 200 respondents. After that, the author has analyzed questionnaire to be processed on SPSS to find the factor of millennials expectation, the most factor that influenced millennials experience and the most music concert stimuli as their preference. The proposed solution for this problem is: new segmenting, targeting, positioning and also improving marketing mix on product, price, and promotion sesuai based on millennial’s preference.