IMPLEMENTASI PROGRAM CUSTOMER RELATIONS DI HOTEL HORISON CILEDUG JAKARTA MELALUI KEGIATAN PENANAMAN URBAN FARMING

BERLIANA, KARTINA SANTI (2021) IMPLEMENTASI PROGRAM CUSTOMER RELATIONS DI HOTEL HORISON CILEDUG JAKARTA MELALUI KEGIATAN PENANAMAN URBAN FARMING. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Implementation programs in establishing relationships with guests, especially in hotels in the service sector. The problem in this research is how the steps of the public relations process in implementing the customer relations program at Hotel Horison Ciledug Jakarta through urban farming planting activities. The research period was from March 2019 to December 2020. The research concept used refers to the concept of the public relations process according to Cutlip, Center, and Broom (2011) by four-step public relations process, focusing on program planning steps, actions, and communication to evaluation steps designed to achieve specific goals to achieve program objectives. This research refers to the post-positivism paradigm. Post Positivism in the book Qualitative Research Methods: Theory and Practice according to Guba in Imam Gunawan (2013). The research uses qualitative research methods, which only describes a description of symptoms or reality to provide an understanding of symptoms or reality with the approach method used is a case study. The results showed that the implementation of the customer relations program through urban farming activities carried out by the hotel was carried out using the public relations process with planning, action & communication steps until the resulting evaluation was carried out properly, according to the stages, and carried out effectively. So that the implementation of the customer relations program can maintain guest loyalty to make Hotel Horison Ciledug Jakarta the top of mind so that the hotel gets a positive impression and image. Keywords: Implementation, Customer Relations, Public Relations Process, Action and Communication, Urban Farming, Implementasi sangat erat hubungannya dengan suatu proses dalam mendapatkan, mempertahankan dan mengembangkan pelanggan agar dapat menguntungkan. Banyaknya suatu program dalam menjalin hubungan dengan tamu terutama di Hotel pada bidang pelayanan. Permasalahan pada penelitian ini yaitu bagaimana langkah dari proses public relations dalam mengimplementasikan program customer relations di Hotel Horison Ciledug Jakarta melalui kegiatan penanaman urban farming. Periode penelitian yang dilakukan pada Bulan Maret 2019 s.d Desember 2020. Konsep penelitian yang digunakan mengacu pada konsep proses public relations menurut Cutlip, Center dan Broom (2011) dengan melakukan proses empat langkah pemecahan masalah, fokus pada langkah perencanaan program, tindakan dan komunikasi hingga langkah evaluasi yang dirancang untuk mencapai tujuan spesifik demi mencapai tujuan program. Penelitian ini mengacu pada pardigma post positivism. Post Positivism dalam buku Metode Penelitian Kualitatif: Teori dan Praktik menurut Guba dalam Imam Gunawan (2013). Penelitian menggunakan metode penelitian kualitatif, yaitu hanya memaparkan gambaran mengenai gejala atau realitas agar dapat memberikan pemahaman mengenai gejala atau realitas dengan metode pendekatan yang digunakan ialah studi kasus. Hasil penelitian menunjukan bahwa implementasi program customer relations melalui kegiatan penanaman urban farming yang dilakukan oleh Hotel yang dilakukan menggunakan proses public relations dengan langkah perencanaan, tindakan & komunikasi hingga evaluasi yang dihasilkan telah dilaksanakan dengan baik, sesuai tahapannya, dan dilakukan secara efektif. Sehingga implementasi program customer relations dapat mempertahankan loyalitas tamu agar dapat menjadikan Hotel Horison Ciledug Jakarta sebagai top of mind sehingga Hotel mendapatkan kesan dan citra yang positif. Kata kunci: Implementasi, Customer Relations, Proses Public Relations, Tindakan dan Komunikasi, Urban Farming,

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