ANALISIS STRATEGI PROMOSI DI HOTEL MERCURE JAKARTA SABANG PADA MASA PANDEMIC COVID-19 PERIODE MEI 2020 – MEI 2021

AWALUDIN, AHMAD (2021) ANALISIS STRATEGI PROMOSI DI HOTEL MERCURE JAKARTA SABANG PADA MASA PANDEMIC COVID-19 PERIODE MEI 2020 – MEI 2021. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Mercure Jakarta Sabang Hotel is the main choice for business or leisure in the capital city of DKI Jakarta because of its strategic location in the city center. In the May 2020-2021 pandemic era, there are additional programs for customers staying in hotels with the CHSE program from the Government of Indonesia and an additional program from Accor International, namely ALL Safe, which is a plus. This research was conducted with a focus on analyzing promotional strategies at the Mercure Hotel Jakarta Sabang in retaining customers based on the theory of marketing communications, promotions, brand loyalty, brand loyalty strategies, CRM, B2B and B2C. The paradigm used in this study is the constructivist paradigm with a qualitative approach and using the case study method. The data collection techniques of this research are in-depth interviews and participant observation as well as collecting secondary data in the form of documents, pictures and photos from related parties and company profiles. The result of this research is the promotion strategy that is carried out in terms of operations and marketing. And All Safe is the hallmark of discovery research. Keywords: Promotion Strategy, Brand Loyalty, Hospitality Business Hotel Mercure Jakarta Sabang menjadi pilihan utama sebagai akomodasi berbisnis atau berwisata di Ibukota DKI Jakarta karena lokasi strategis di pusat kota. Dalam era pandemic Mei 2020 – 2021 terdapat program tambahan untuk meyakinkan pelanggan tinggal di hotel dengan program CHSE dari Pemerintah RI dan tambahan program dari Accor International yaitu ALL Safe yang jadi nilai plus. Penelitian ini dilakukan dengan fokus analisis strategi promosi di Hotel Mercure Jakarta Sabang dalam mempertahankan pelanggan berdasarkan teori komunikasi pemasaran, promosi, brand loyalty, strategy brand loyalty, CRM, B2B dan B2C. Paradigma yang digunakan dalam penelitian ini adalah paradigma konstuktivis dengan pendekatan kualitatif serta menggunakan metode studi kasus. Teknik pengumpulan data penelitian ini berupa wawancara mendalam dan observasi participant serta mengumpulkan data-data sekunder berupa dokumen-dokumen, gambar dan foto dari pihak terkait serta company profil. Hasil dari penelitian ini adalah strategi promosi yang dilakukan yaitu segi operasi dan marketing. Dan All Safe menjadi ciri khas dalam penemuan penelitian. Kata kunci : Strategi Promosi, Brand Loyalty, Bisnis Hospitality

Item Type: Thesis (S1)
NIM/NIDN Creators: 44316120094
Uncontrolled Keywords: Strategi Promosi, Brand Loyalty, Bisnis Hospitality
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 158 Applied Psychology/Psikologi Terapan > 158.1 Personal Improvement and Analysis/Perbaikan Pribadi, Penghidupan yang Sukses > 158.12 Personal Improvement and Analysis Through Meditation/Perbaikan Pribadi dan Analisis Melalui Meditasi
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 > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 13 Oct 2023 02:13
Last Modified: 13 Oct 2023 02:13
URI: http://repository.mercubuana.ac.id/id/eprint/82440

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