ANALISIS BAURAN PEMASARAN 8P DAN 8C PADA NAVA HOTEL TAWANGMANGU

Abstract

The research conducted employs a descriptive qualitative approach. The purpose of the research conducted is to analyze and evaluate a simple formulation of the marketing mix, which is a combination of 8P and 8C, including Product for Customer Value, Price for Cost, Place for Convenience, Promotion for Communication, People for Commitment, Process for Clarity, Physical Evidence for Creative Content, and Productivity for Convincing. Data were collected through observation, documentation, and semi-structured in-depth interviews. The study employed thematic analysis, with data validity tested using source, technique, and time triangulation. The increasing competition among hotels requires business operators to implement a marketing mix from both the supplier's and the consumer's perspectives. The results of the analysis show that there are several aspects that need attention to perfect the marketing mix, including expanding the parking area, maintaining and renewing main facilities, strengthening internet access in the hotel area, especially outside the rooms, adding lighting for the driveway leading to the hotel entrance, providing shuttle packages for hotel guests who do not have private vehicles, and adding facilities for healthy lifestyle food menus.