EFEKTIVITAS E-COMMERCE UNTUK MENINGKATKAN OKUPANSI DI RAYZ UMM HOTEL MALANG

This study aims to determine the effectiveness of marketing to obtain more optimal occupancy through the current e-commerce system. In this study, researchers used qualitative descriptive research with purposive sampling techniques. The data collection methods used are observation, interviews, and documentation. The results of this study show that by implementing e-commerce has gained success for Rayz UMM Hotel Malang in marketing its products for the effectiveness of increasing hotel occupancy every year. However, the hotel needs to pay attention to several factors in order to remain effective in increasing occupancy between locations, services and facilities, to promotions that can be maximized using pull marketing strategies.