This research aimed to identify the implementation of service marketing mix by Aston Jember

Abstract

This research aimed to identify the implementation of service marketing mix by Aston Jember Hotel & Conference Center. The research was conducted with descriptive approach with qualitative paradigm. Data were collected by in-depth interview with 3 informants from the company and by the consumer impression obtained from the Trip Advisor website. The analysis used was domain analysis and taxonomic analysis. Based on the research, the marketing mix of Aston Jember Hotel & Conference Center service was carried out through product, price, place, promotion, people, process and physical evidence. Aston Jember Hotel & Conference Center has 3 main products: rooms, meeting rooms and restaurants. Prices were applied based rate structure. Promotion was conducted intensively by using advertisement, sales promotion, event and direct promotion, social media and corporate social responsability. Distribution was carried out directly from hotel to consumers and through travel agents. People consisted of 111 employees who were given a training to ensure the service excellence. Process covered all steps from reservation, check-in until check-out of guests. Physical evidence included modern interior and exterior design, quality furniture and fittings, complete amenities and facilities, and famous logo.