Analisis Marketabilitas Hotel Natama Kota Padangsidimpuan

Simanjuntak, Josua LP (2022) Analisis Marketabilitas Hotel Natama Kota Padangsidimpuan. KTTA thesis, Politeknik Keuangan Negara STAN.

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Abstract

Penelitian ini dilatarbelakangi oleh menurunnya performa bisnis perhotelan di Indonesia akibat pandemi Covid-19 khususnya Hotel Natama Kota Padangsidimpuan. Tujuan penelitian ini adalah untuk mengetahui daya jual (marketabilitas) Hotel Natama Kota Padangsidimpuan dengan cara melakukan perbandingan sebelum, semasa, dan setelah pandemi Covid-19. Metode yang digunakan pada penelitian ini adalah metode kualitatif dan kuantitatif dengan menggunakan analisis pasar properti. Data dikumpulkan dengan melakukan wawancara dan studi kepustakaan. Hasil dari penelitian ini menunjukkan bahwa pasar sedang berada dalam kondisi oversupply. Pandemi yang melanda Indonesia khususnya area pasar menyebabkan 119.360 kamar hotel tidak mampu diserap oleh pasar. Tingkat okupansi Hotel Natama sebelum pandemi (2017-2019) mencapai 60%-70% secara konstan dengan jumlah permintaan kamar hotel masing-masing sebanyak 10.222 kamar. Tingkat okupansi semasa pandemi (2020-2021) hanya 28% dan 45% dengan jumlah permintaan sebanyak 4.088 dan 6.570 kamar. Walaupun demikian, Hotel Natama masih dalam keadaan marketable yang ditandai dengan market share yang lebih besar dari hotel lainnya di area pasar yaitu sebesar 7,64%. Kemudian, proyeksi tingkat okupansi setelah pandemi (2022-2025) akan selalu meningkat. TPK pada tahun 2022-2025 secara berurutan adalah 48,83%, 52,98%, 57,48% dan 62,36%. / This research was motivated by the decline in the performance of the hotel business in Indonesia due to the Covid-19 pandemic, especially the Natama Hotel in Padangsidimpuan City. The purpose of this study is to determine the marketability of Natama Hotel, Padangsidimpuan City by making comparisons before, during, and after the Covid-19 pandemic. The methods used in this study are qualitative and quantitative methods using property market analysis. Data were collected by conducting interviews and literature studies. The results of this study show that the market is in an oversupply state. The pandemic that hit Indonesia, especially the market area, caused 119,360 hotel rooms to be unable to be absorbed by the market. The occupancy rate of Natama Hotel before the pandemic (2017-2019) reached 60%-70% constantly with the number of hotel room requests of 10,222 rooms each. The occupancy rate during the pandemic (2020-2021) was only 28% and 45% with a total of 4,088 requests and 6,570 rooms. However, Hotel Natama is still in a marketable state which is characterized by a larger market share than other hotels in the market area of 7.64%. Then, the projection of the occupancy rate after the pandemic (2022-2025) will always increase. The occupancy rate in 2022-2025 is 48.83%, 52.98%, 57.48% and 62.36%, respectively.

Item Type: Thesis (KTTA)
Uncontrolled Keywords: Marketability, Property Market Analysis, Oversupply, Occupancy Rate, Marketable, marketabilitas, Analisis Pasar Properti, Oversupply, Tingkat Okupansi, Marketable.
Subjects: 600 – Technology (Applied Sciences) > 650-659 Management and Auciliary Service > 650 Business
PKN STAN Subject Area > Analisis Pasar Properti
Divisions: 63421 Diploma III PBB/Penilai
Depositing User: Perpustakaan PKN STAN
Date Deposited: 07 Feb 2023 01:17
Last Modified: 07 Feb 2023 01:17
URI: http://eprints.pknstan.ac.id/id/eprint/853

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