The Effect of Digital Marketing on Hotel Room Occupancy Rates: A Case Study of Santika Hotel in Bangka City

Abstract

Digital marketing has become an important strategy to increase the occupancy rateof hotel rooms in the era of modern technology. This research aims to analyze theinfluence of digital marketing on room occupancy rates in star hotels in Bangka City.The research method used was a quantitative approach by collecting data throughsurveys of hotel guests and in-depth interviews with marketing managers. In addition,secondary data from reports of hotel occupancy rate were also analyzed to supportthe research results. The results show that digital marketing has a significantinfluence on hotel room occupancy rates. Factors such as the use of social media,search engine optimization (SEO), paid digital advertising, and online customerreviews have been proven to increase interest from potential guests and increasehotel occupancy. Social media, especially Instagram and Facebook, play an importantrole in building interactions with customers and creating strong brand awareness.Furthermore, positive reviews from online booking platforms also make a bigcontribution to potential guests' decision to choose to stay at the hotel.