ANALISIS STRATEGI MARKETING DALAM MENINGKATKAN OCCUPANCY RAYZ UMM HOTEL MALANG

The study aims to analyze the effectiveness of marketing strategies in increasing room occupancy rates at Rayz UMM Hotel Malang by observing the influence of internal and external factors on hotel performance. The research method used is a descriptive qualitative approach with the application of the CIPP (Context, Input, Process, Product) evaluation model. Data collection was conducted through in depth interviews with informants, observation anddocumentation. The research analysis focused on the implementation of the service marketing mix (7P), the use of digital marketing, room occupancy rates, and the occurrence of lost business. The result of the study indicate that the implemented marketing strategy is quite effective in maintaining room occupancy rates through the implementation of
relationship marketing, digital promotions, and collaboration with online travel agent. However, this effectiveness still faces obstacles in the form of government budget efficiency policies and limited hotel facilities that have an impact on the iccurrence of lost business. This study confirms that the effectiveness off marketing
strategies needs to be supported by the readiness of facilities and service quality so that market potential can be optimally utilizide.