PROPOSED MARKETING STRATEGY FOR TIRTAGANGGA HOT SPRING RESORT TO ENTER THE NEW MARKET AMONG GEN Z AND MILLENNIALS

• Main Author: Pramadian, Rizka
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/74579
• Institution: Institut Teknologi Bandung

Indonesia is a country with a significant population, according to data from the Ministry of Home Affairs of the Republic of Indonesia through the Dukcapil Directorate General, Gen Z and Millennials are the largest generation in Indonesia. Various kinds of behavioral differences in these two generations compared to the previous generation, including behavior when traveling. The Ministry of Tourism and Creative Economy (Kemenparekraf) has determined Gen Z and Millennials as the main target demographic to achieve the national tourism target, as well as Tirtagangga Hot Spring Resort which is rebranding to be able to enter the Gen Z and Millennial market. Based on preliminary research, the authors found that Tirtagangga Hot Spring Resort had problems in increasing the number of hotel guests from the new market. This study will use quantitative methods to conduct customer analysis using a questionnaire. Then use SMARTPLS to process the data for hypothesis testing. The quantitative method will be used by interviewing 12 people and business owners and their marketing department. The result is that Social Media Marketing has a significant influence on Brand Awareness and Brand Image, then Brand Awareness and Brand Image have a significant influence on Purchase Intention. From these findings, the authors provide several strategies that can help this company to increase sales generated from the SWOT and TOWS tools that are inputted from external and internal analysis and tested using QSPM Matrix. The strategy is to develop a diverse range of promotional strategies specifically targeting the hotel's new style and activities with the goal of capturing attention and generating interest, the emphasis is placed on accentuating the distinctiveness of the legendary hotel which combines a modern aesthetic with a hygienic environment, the primary focus lies in promoting the hotel's newly adopted style while concurrently advancing its renovation efforts, the hotel's novel aesthetic is effectively showcased while preserving its renowned heritage, enriching the hotel by introducing supplementary activities and amenities.