STRATEGI MARKETING PUBLIC RELATIONS DALAM MENINGKATKAN BRAND IMAGE GRAND SOLL MARINA HOTEL TANGERANG

KHAIRUNISA, SYIFA NABILLA (2023) STRATEGI MARKETING PUBLIC RELATIONS DALAM MENINGKATKAN BRAND IMAGE GRAND SOLL MARINA HOTEL TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

A hotel is a type of accommodation that arranges part or all of a building to provide lodging, eating and drinking facilities and other services for the public. The Marketing Public Relations strategy carried out by the Grand Soll Marina Hotel Tangerang includes a push, pull and pass strategy in which the hotel does it through promotional activities, establishing direct communication with customers (customer relationships), community approaches, media relations to sponsorship. This is done with the aim of attracting consumer interest which will be able to build and enhance the Grand Soll Marina Hotel Tangerang Brand Image in the public eye. In researchers used qualitative methods, using data collection techniques that were carried out through interviews, documentation, and observation. Using a constructivist paradigm, where the paradigm is used to see a truth in social reality from construction and social truth which is relative. Sources of informant data in this study were the Public Relations Hotel Grand Soll Marina Tangerang and 5 external informants. From the results of the study concluded that, Grand Soll Marina Hotel Tangerang makes it easy for customers in the process of booking rooms and rooms, which can be done online or offline. Provides 2 types in terms of room rent, which are usually used for a series of family events or government and office activities. The marketing public relations strategy carried out to introduce its service products is carried out through promotion on social media in order to reach a wider public. Keywords: Marketing Strategy, Public Relations, Brand Image, Promotion. A hotel is a type of accommodation that arranges part or all of a building to provide lodging, eating and drinking facilities and other services for the public. The Marketing Public Relations strategy carried out by the Grand Soll Marina Hotel Tangerang includes a push, pull and pass strategy in which the hotel does it through promotional activities, establishing direct communication with customers (customer relationships), community approaches, media relations to sponsorship. This is done with the aim of attracting consumer interest which will be able to build and enhance the Grand Soll Marina Hotel Tangerang Brand Image in the public eye. In researchers used qualitative methods, using data collection techniques that were carried out through interviews, documentation, and observation. Using a constructivist paradigm, where the paradigm is used to see a truth in social reality from construction and social truth which is relative. Sources of informant data in this study were the Public Relations Hotel Grand Soll Marina Tangerang and 5 external informants. From the results of the study concluded that, Grand Soll Marina Hotel Tangerang makes it easy for customers in the process of booking rooms and rooms, which can be done online or offline. Provides 2 types in terms of room rent, which are usually used for a series of family events or government and office activities. The marketing public relations strategy carried out to introduce its service products is carried out through promotion on social media in order to reach a wider public. Keywords: Marketing Strategy, Public Relations, Brand Image, Promotion.

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