STRATEGI BAURAN PEMASARAN JASA DALAM MENARIK MINAT PELANGGAN DI HOTEL LAWAKA AMPANA

A B S T R A C T
Keywords: Hotel Marketing Mix,
Marketing Strategy, Hotel
Marketing
Received : 1 July
Revised : 20 September
Accepted: 18 October
©2025 Budia, Sipatu, Adam: This is an
open-access article distributed under the
termsof the Creative Commons Atribusi
4.0 Internasional.
This study aims to determine the Service Marketing
Mix Strategy in Attracting Customer Interest at Hotel
Lawaka Ampana. The type of research used is
qualitative. Data collection methods use observation,
interviews, and documentation. The informants
interviewed are business owners and several
customers of Shoesserious Palu. The results of the
study show that (1) Shoesserious Palu uses a 7P service
marketing strategy (Product, Place, Price, Promotion,
People, Physical Evidence, Process) in increasing the
number of customers. The products are 5 types of
rooms, namely, standard, superior, deluxe, grand
deluxe, VIP, meeting room, prayer room, cafe and
restaurant. The price list offered by Hotel Lawaka
Ampana is, standard Rp. 365,000, superior Rp. 450,000,
deluxe Rp. 535,000, grand deluxe 625,000, and VIP Rp.
700,000. Hotel Lawaka Ampana promotes itself
through advertising, supplemented by social media
platforms like Facebook, Instagram, WhatsApp, and
TikTok. This is done to ensure that promotions reach
all market segments. From the physical aspect, Lawaka
Ampana Hotel combines the concept of garden and
beach in Bali. Every physical evidence starting from
the exterior and interior design is combined very
attractively. Lawaka Ampana Hotel booking process:
Come to the hotel by showing your ID card. The front
office will record the guest's identity, choose the room
according to your needs: standard, superior, deluxe,
grand deluxe, and VIP. Pay attention to the facilities of
each room, choose a secure and verified payment
method, check-in at the hotel, show proof of booking
and identity, and finally check-out