TA DIGITAL
Implementasi Strategi Penjualan Kamar dan Meeting Room Pada Hotel Oak Tree Semarang = Implementation of Room and Meeting Room Sales Strategy at Oak Tree Hotel Semarang
This study was prompted by a decline in room and meeting space sales at Hotel Oak Tree Semarang in 2025 following positive growth in 2024—driven by intensifying competition among four-star hotels in the city. The analysis is grounded in theories regarding sales strategy, hospitality service marketing, and "push" strategies, as well as the concepts of segmentation, targeting, and positioning. A qualitative descriptive approach was employed, utilizing three informants selected via purposive sampling: the Sales and Marketing Manager, a Senior Sales and Marketing staff member, and a Marketing Communications staff member from Hotel Oak Tree Semarang. Data were gathered through participant observation, in-depth interviews, documentation review, and a literature study. The findings indicate that Hotel Oak Tree Semarang implements a "push" strategy utilizing sales calls, telemarketing, social media promotions, and partnerships with Online Travel Agents yet faces challenges such as market competition, government and corporate budget constraints, price wars, and shifting consumer behavior. Strategic development is being pursued through the optimization of digital marketing, the strengthening of customer relationship management, and the expansion of business partnerships. It is concluded that while the sales strategy implementation has been reasonably effective, its overall impact needs to be enhanced through consistent digital promotion and innovative strategies that remain responsive to the dynamics of the market that will be targeted.
target market.
Keywords: Sales Strategy, Push Strategy, Meeting Room, Hotel Service Marketing, Segmenting Targeting Positioning
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Karya Umum 
Filsafat 
Agama 
Ilmu-ilmu Sosial 
Bahasa 
Ilmu-ilmu Murni 
Ilmu-ilmu Terapan 
Kesenian, Hiburan, dan Olahraga 
Kesusastraan 
Geografi dan Sejarah