Search Repository Universitas Islam Jakarta

This study aims to determine the effects of the marketing mix (people, physical evidence, promotion, and process) and brand image on occupation rates of three-star hotels in Jakarta. The design of this study is descriptive and explanative quantitative, with the multivariate analysis method. The study sample was 100 respondents. Collecting data was conducted using a questionnaire instrument and were analyzed with structural equation models. The results of this study conclude that; (1) People and promotion variables have no significant effect on brand image, while physical evidence and process variables have a significant effect; (2) People variable directly has no significant effect on hotel occupation rate, while physical evidence, promotion, and process variables directly have a significant effect; (3) Brand image variable has a significant effect on hotel occupation rate; and (4) Through brand image, the overall marketing mix, namely people, physical evidence, promotion, and process variables have a significant effect on hotel occupation rate.