AKTIVITAS KOMUNIKASI PEMASARAN HOTEL SANTIKA PREMIERE SLIPI - JAKARTA DALAM MENARIK CALON KONSUMEN

SAEPULOH, DHEA ALISDA (2024) AKTIVITAS KOMUNIKASI PEMASARAN HOTEL SANTIKA PREMIERE SLIPI - JAKARTA DALAM MENARIK CALON KONSUMEN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Communication is one of the most important things in life, wherever people live and whatever work they do, communication is required. The aim of the research to be achieved is to determine the marketing communications activities of Hotel Santika Premiere Slipi - Jakarta in attracting potential consumers. This research uses five previous studies. The theoretical studies from previous research include integrated marketing communications, marketing communications activities, and promotional mix. This research uses a constructivism paradigm with a qualitative approach. This research uses a case study method. The research subjects were five sources. Data collection techniques using in-depth interviews, observation and literature study. The data analysis techniques include data reduction, data display and drawing conclusions. The data validity technique in this research uses Source Triangulation and Method Triangulation. The research results show that Hotel Santika Premiere Slipi - Jakarta is one of the four-star hotels in Jakarta which is managed by Santika Hotels & Resorts. Strategic steps are often prepared to achieve sales that are in line with the targets that must be achieved, starting from creating meeting packages, room price promotions, wedding events, special activities, and so on. Of course, there are challenges and obstacles, considering that there are many hotel competitors in Jakarta and the surrounding areas with a variety of offers. Therefore, Hotel Santika Premiere Slipi - Jakarta always creates interesting and creative promotions to attract customer interest. Keywords: Marketing communications, Marketing Communications Activities, Hotel Santika Premiere Slipi – Jakarta Komunikasi merupakan salah satu hal yang paling penting di kehidupan, dimanapun manusia tinggal dan apapun pekerjaannya tentu membutuhkan komunikasi termasuk di Industri Pariwisata. Tujuan dari penelitian yang hendak dicapai adalah untuk mengetahui aktivitas komunikasi pemasaran Hotel Santika Premiere Slipi - Jakarta dalam menarik calon konsumen. Penelitian ini menggunakan lima penelitian terdahulu. Adapun kajian teoritis dari penelitian terdahulu meliputi komunikasi pemasaran terpadu, aktivitas komunikasi pemasaran, dan bauran promosi. Penelitian ini menggunakan paradigma konstruktivisme dengan pendekatan kualitatif. Adapun penelitian ini menggunakan metode studi kasus. Subyek penelitian yaitu lima narasumber. Teknik pengumpulan data yang melalui wawancara mendalam, observasi dan studi literatur. Adapun Teknik analisis data meliputi reduksi data (data reduction), penyajian data (data display) dan penarikan kesimpulan. Teknik keabsahan data dalam penelitian ini menggunakan Triangulasi Sumber dan Triangulasi Metode. Hasil penelitian menunjukkan bahwa Hotel Santika Premiere Slipi - Jakarta merupakan salah satu hotel Bintang empat di Jakarta yang dinaungi oleh Santika Hotels & Resorts. Langkah strategi pun kerap disusun dalam pencapaian penjualan yang sesuai dengan target yang harus dicapai, mulai dari membuat paket pertemuan, promosi harga kamar, acara pernikahan, kegiatan special, dan lain – lain. Tantangan dan kendala tentu saja ada menghambat mengingat pesaing hotel di Jakarta dan sekitarnya sangat banyak dengan beragam penawaran. Maka dari itu, Hotel Santika Premiere Slipi - Jakarta selalu membuat promosi yang menarik dan kreatif agar menarik minat pelanggan. Kata Kunci: Komunikasi pemasaran, Aktivitas Komunikasi Pemasaran, Hotel Santika Premiere Slipi – Jakarta

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