ALVINA, ALVINA (2018) STRATEGI PUBLIC RELATIONS DALAM MENINGKATKAN CITRA POSITIF HOTEL IBIS JAKARTA TAMARIN MELALUI MEDIA SOSIAL FACEBOOK. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Public Relations Strategy conducted by PR Ibis Hotel Jakarta Tamarin is using one of the communication media, namely Facebook social media, in this case PR Hotel Ibis Jakarta Tamarin conducts image strategy activities which means a positive news formation strategy in the publication to maintain the image of an institution along with product (corporate image). To contribute in developing the strategy, there are three steps that PR does in the concept applied by Rhenald Kasali, namely the first to convey facts and opinions, second to browse the official documents of the company or study changes that occur historically, thirdly to the stage of SWOT analysis. This study uses a constructivism paradigm with a type of descriptive research. The method used is a case study. Data collection techniques in this study were obtained through primary data: in-depth interviews and observations, and secondary data: online data documentation and tracking. Data validity checking technique used is triangulation. The results of this study discuss the strategy of Public Relations in enhancing the positive image of Ibis Jakarta Tamarin hotel through social media Facebook, such as identification of problems carried out, the purpose of image enhancement, PR strategy planning, targeting, selection of Facebook social media and Facebook social media management. Based on the results of this study, it can be known that the PR strategy carried out through the program by inviting bloggers is said to have succeeded in improving good / positive reviews so that they can be shared on hotel facebook, and the image of Ibis Jakarta Tamarin hotel in addition to being a business hotel that can compete with its image as a hotel good family. Keywords: PR Strategy, Image, Hotel Ibis Jakarta Tamarin Strategi Public Relations yang dilakukan oleh PR Hotel Ibis Jakarta Tamarin adalah menggunakan salah satu media komunikasi yaitu media sosial Facebook dalam hal ini PR Hotel Ibis Jakarta Tamarin melakukan kegiatan strategy of image yang arti nya strategi pembentukan berita yang positif dalam publikasi untuk menjaga citra sebuah lembaga beserta produknya (corporate image). Untuk memberi konstribusi dalam menyusun strategi ada tiga langkah yang dilakukan PR pada konsep yang diterapkan oleh Rhenald Kasali yaitu pertama adanya menyampaikan fakta dan opini, kedua menelusuri dokumen resmi perusahaan atau mempelajari perubahan yang terjadi secara histories, ketiga sampai tahapan melaukan analisis SWOT. Penelitian ini menggunakan paradigma konstruktivisme dengan tipe penelitian deksriptif. Metode yang digunakan ialah studi kasus. Teknik pengumpulan data dalam penelitian ini didapatkan melalui data primer: wawancara mendalam dan observasi, dan data sekunder: dokumentasi dan penelurusan data online. Teknik pemeriksaan keabsahan data yang digunakan ialah triangulasi. Hasil penelitian ini membahas mengenai strategi Public Relations dalam meningkatkan citra positif hotel Ibis Jakarta Tamarin melalui media sosial facebook, seperti identifikasi masalah yang dilakukan, tujuan peningkatan citra, perencanaan strategi PR, penentuan sasaran, pemilihan media sosial facebook dan sampai pengelolaan media sosial facebook. Berdasarkan hasil penelitian ini dapat di ketahui strategi PR yang dilakukan melalui program dengan mengundang bloger dikatakan berhasil meningkatkan review yang baik/positif sehingga dapat di share di facebook hotel, dan citra hotel Ibis Jakarta Tamarin selain sebagai hotel bisnis yang mampu bersaing juga citra nya sebagai hotel family yang baik. Kata Kunci : Strategi PR, Citra, Hotel Ibis Jakarta Tamarin
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