EKSPLORASI POTENSI PENGGUNAAN IKLAN MEDIA SOSIAL BERBAYAR SEBAGAI ALAT STRATEGI PEMASARAN TERHADAP TINGKAT OKUPANSI DI HOTEL XYZ

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Marketing is extremely important in the hotel industry to increase sales, expand market share, and introduce the hotel brand to potential customers. Digital marketing through social media is becoming increasingly vital in the hotel industry as it enables hotels to broaden their reach, target specific market segments, and provide a more personalized experience. One effective option in digital marketing is to conduct marketing campaigns using paid social media. In this regard, the purpose of this study is to explain the potential of using paid social media as a marketing strategy tool in relation to hotel occupancy rates. This research is exploratory in nature, aiming to understand the potential of using paid social media advertising and involves a comparative method during the use of paid and unpaid options. The results indicate that the use of paid social media has an influence on increasing room occupancy in hotel XYZ.