PENGARUH OPAQUE PRICING SEBAGAI STRATEGI PEMASARAN INDUSTRI PERHOTELAN (SEBUAH STUDI LITERATUR)

  • Alexander Wirapraja STIE IBMT Surabaya
  • Lim Swat Tjien STIE IBMT Surabaya
Keywords: Hospitality, Opaque Pricing, Marketing

Abstract

The growing hospitality industry in Indonesia has caused businesses to think about ways to increase
their revenues and to attract consumers as much as possible, and one of the alternative strategies
for pricing for marketing in the hospitality industry is to use Opaque Pricing. The methodology used
in this research is the literature study approach. In performing data collection the author uses the
source of empirical research by collecting data and information relating to the delivery system of
goods sourced from research journals both nationally and internationally, books, newspapers, and
magazines. The results of this study are the benefits and effects of the use of Opaque Pricing as an
alternative in pricing so that the final goal to be achieved is to increase sales volume in the
hospitality industry.

References

Badan Pusat Statistik (BPS) diakses dari http://www.bps.go.id/, diakses pada tanggal 28 Agustus 2017 pada jam 19.25 WIB.
Creswell John W., 2010, Research Design : Qualitative, Quantitative, and Mixed Methods Approaches, 3th, terjemahan Achmad Fawaid, Yogyakarta.
Larasati, Sri. 2016. Excellent Hotel Operation. Yogyakarta: Ekuilibria.
Survei internet APJII 2016 (dapat diakses di https://apjii.or.id, diakses pada 6 Oktober 2017, pada jam 08.10 WIB
Tjiptono, Fandy. 2016. Pemasaran : Esensi dan Aplikasi. Yogyakarta : Andi.
Published
2017-12-30
How to Cite
Wirapraja, A., & Tjien, L. S. (2017). PENGARUH OPAQUE PRICING SEBAGAI STRATEGI PEMASARAN INDUSTRI PERHOTELAN (SEBUAH STUDI LITERATUR). JURNAL EKSEKUTIF, 14(2), 217-228. Retrieved from http://jurnal.ibmt.ac.id/index.php/jeksekutif/article/view/143
Section
Articles