Agustiningrum, Teresia Tri (2024) EFEKTIVITAS PENERAPAN E-COMMERCE TERHADAP TINGKAT HUNIAN KAMAR DI SALAH SATU HOTEL BINTANG 4 (EMPAT) YOGYAKARTA. Analisis “Jurnal Bisnis dan Akuntansi”, 25 (2). ISSN 1978-9750

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Abstract

The use of e-commerce as a distribution channel necessitates an understanding of its effectiveness in achieving targets. This study aims to assess how the implementation, occupancy rate, and effectiveness of e-commerce influence the room occupancy rate in a four-star hotel in Yogyakarta. Effectiveness will be measured by comparing room occupancy rates for the period of July to December 2023 and evaluating the achievement of targets. The research findings indicate that e-commerce is an effective room sales distribution channel, with an effectiveness ratio of 88.65%, categorized as highly effective. Furthermore, the One-Way ANOVA results demonstrate a significant difference in average sales between the room sales distribution channel and OTA. OTA shows the highest average sales and is significantly different from other channels, indicating its superiority in reaching a wider market.

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