KANINGGA, KEZIA ELVANDA KRISVANY SISCA (2026) AKTIVITAS MARKETING PR HOTEL IBIS GADING SERPONG DALAM MEMBANGUN BRAND IMAGE DI ERA DIGITAL. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (556kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (151kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (217kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (48kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (626kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (34kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (155kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (382kB) |
Abstract
This study aims to identify and describe in depth the Marketing Public Relations (MPR) activities of Hotel Ibis Gading Serpong in building its brand image in the digital era. The focus of this study is on the implementation of Marketing Public Relations activities based on the Three Ways Strategy concept, which includes push, pull, and pass strategies, as well as the formation of Brand Image as viewed through the dimensions of perception, trust, and reputation of the hotel in the eyes of the public. This study uses a descriptive qualitative approach to obtain a complete picture of the phenomenon under study, involving seven informants consisting of the Marketing Communication team, HRD representatives, and hotel guests as supporting data sources for data validation through triangulation techniques. The data analysis method used is the Miles and Huberman qualitative model, which includes the stages of data reduction, systematic data presentation, and objective conclusion drawing. The results of the study show that Hotel Ibis Gading Serpong consistently implements a push strategy through massive promotional efforts on various digital platforms and Online Travel Agents (OTAs) to promote the brand message to potential customers, a pull strategy through interactive Instagram social media content management to attract interest and build audience engagement, and a pass strategy realized through proving the quality of staff service in the field and implementing Corporate Social Responsibility (CSR) activities to strengthen public opinion support. The conclusion and interpretation of these research results confirm that the synergy between transparent digital communication and real service quality in the field plays a crucial role in building a modern, honest, and integrity-based hotel brand image. This positive image was successfully established due to the alignment between the brand's promises on social media and the actual experiences received by guests, thereby creating customer trust and loyalty that remains sustainable amid the highly competitive hotel industry in the digital era. Keywords: Marketing Public Relations, Brand Image, Digital Era, Ibis Gading Serpong Hotel, Three Ways Strategy. Penelitian ini bertujuan untuk mengetahui dan mendeskripsikan secara mendalam aktivitas Marketing Public Relations (MPR) Hotel Ibis Gading Serpong dalam membangun brand image di era digital. Fokus penelitian ini diarahkan pada implementasi aktivitas Marketing Public Relations yang berpijak pada konsep Three Ways Strategy, yang meliputi strategi push, pull, dan pass, serta pembentukan Brand Image yang ditinjau melalui dimensi persepsi, kepercayaan, dan reputasi hotel di mata publik. Penelitian ini menggunakan pendekatan kualitatif deskriptif untuk memperoleh gambaran utuh mengenai fenomena yang diteliti, dengan melibatkan 7 (tujuh) orang informan yang terdiri dari tim Marketing Communication, perwakilan HRD, serta tamu hotel sebagai sumber data pendukung guna kebutuhan validasi data melalui teknik triangulasi. Metode analisis data yang digunakan adalah model kualitatif Miles dan Huberman, yang mencakup tahap reduksi data, penyajian data secara sistematis, hingga penarikan kesimpulan yang objektif. Hasil penelitian menunjukkan bahwa Hotel Ibis Gading Serpong secara konsisten menerapkan strategi push melalui upaya promosi masif di berbagai platform digital dan Online Travel Agent (OTA) guna mendorong pesan merek kepada calon pelanggan, strategi pull melalui pengelolaan konten media sosial Instagram yang interaktif untuk menarik minat dan membangun keterikatan audiens, serta strategi pass yang diwujudkan melalui pembuktian kualitas layanan staf di lapangan dan pelaksanaan kegiatan Corporate Social Responsibility (CSR) guna memperkuat dukungan opini publik. Kesimpulan dan interpretasi hasil penelitian ini menegaskan bahwa sinergi antara komunikasi digital yang transparan dengan kualitas pelayanan nyata di lapangan memiliki peran krusial dalam membangun brand image hotel yang modern, jujur, dan berintegritas. Citra positif ini berhasil terbentuk karena adanya keselarasan antara janji merek di media sosial dengan pengalaman nyata yang diterima tamu, sehingga mampu menciptakan kepercayaan dan loyalitas pelanggan yang tetap berkelanjutan di tengah persaingan industri perhotelan yang sangat kompetitif di era digital. Kata Kunci: Marketing Public Relations, Brand Image, Era Digital, Hotel Ibis Gading Serpong, Three Ways Strategy.
Actions (login required)
 |
View Item |
