STRATEGI PUBLIC RELATIONS DALAM MENINGKATKAN CITRA HOTEL SANTIKA GARUT DI MASA PANDEMI COVID 19

YANTI, FIOLINA TEJA (2022) STRATEGI PUBLIC RELATIONS DALAM MENINGKATKAN CITRA HOTEL SANTIKA GARUT DI MASA PANDEMI COVID 19. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The Covid-19 pandemic that has hit the world today has had a huge impact on the industry in Indonesia. One of the business sectors that has been severely affected by the Covid-19 pandemic is the hotel business. This is also experienced by the Hotel Santika Garut which experienced the Occupancy Hotel level. The purpose of this study was to determine the public relations strategy in improving the image during the covid19 pandemic The literature review in this study consists of several studies, and the theories used include Communication, Public Relations, Public Relations Strategy, and Image. The research paradigm in this study uses constructivism, a qualitative research method with a case study research approach. The research subjects consisted of 7 informants while the data collection techniques included primary interview data, secondary data from documentation. Data analysis techniques are data reduction, display, verification, with data validity techniques using source triangulation. The results show that Public Relations has implemented a Strategy According to Scott M Cutlip, Allen H Center, and Glenn M Broom by carrying out 4 stages of strategy, starting from defining the problem, planning, taking action, and evaluating. The Public Relations strategy carried out by Hotel Santika Garut has not fully maximized but basically the strategies implemented are quite good and effective, however, there are several things that need to be addressed by the Hotel Santika Garut including the following: involving many parties Keywords: Strategy, Public Relations, Brand Image, Case Study Pandemi Covid-19 yang melanda dunia saat ini mengakibatkan industri di Indonesia menerima dampak yang sangat besar. Salah satu sektor usaha yang terdampak cukup berat dengan adanya pandemi Covid-19 adalah bisnis perhotelan. Hal tersebut juga dialami oleh Hotel Santika Garut yang mengalami tingkat Occupancy Hotel. Tujuan penelitian ini adalah untuk mengetahui strategi public realtions dalam meningkatkan citra dimasa pandemi covid-19 Tinjauan pustaka dalam penelitian ini terdiri dari beberapa penelitian, dan adapun teori yang digunakan meliputi Komunikasi, Public Relations, Strategi Public Relations, dan Citra. Paradigman penelitian dalam penelitian ini menggunakan kontruktivisme, metode penelitian kualitatif dengan pendekatan penelitian studi kasus. Subjek penelitian terdiri dari 7 orang informan sedangkan teknik pengumpulan data meliputi data primer wawancara, sekunder dari dokumentasi. Teknik analisis data adalah data reduction, display, verification, dengan teknik keabsahan data menggunakan triangulasi sumber. Hasil penelitian menunjukkan Public Relations telah menjalankan Strategi Menurut Scott M Cutlip, Allen H Center, dan Glenn M Broom dengan menjalankan 4 tahap strategi yaitu mulai dari mendefinisikan masalah, perencanaan, mengambil tindakan, dan evaluasi. Strategi Public Relations yang dilakukan Hotel Santika Garut belum sepenuhnya memaksimalkan tetapi pada dasarnya strategi-strategi yang diterapkan suduh cukup baik dan efektif, namun demikan ada beberapa hal yang perlu dibenahi oleh pihak Hotel Santika Garut diantaranya adalah sebagai berikut: Membenahi pengarsipan, kegiatan yang dilakukan sebaiknya melibatkan banyak pihak Kata Kunci: Strategi, Public Relations, Citra, Studi Kasus

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 22 183
NIM/NIDN Creators:	44218120123
Uncontrolled Keywords:	Strategi, Public Relations, Citra, Studi Kasus
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	06 Dec 2022 04:44
Last Modified:	06 Dec 2022 04:44
URI:	http://repository.mercubuana.ac.id/id/eprint/72216

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