STRATEGI MARKETING PUBLIC RELATIONS MELALUI MEDIA SOSIAL INSTAGRAM DALAM MEMBENTUK BRAND AWARENESS DI AMBHARA HOTEL JAKARTA

HUMAIROH, RIRI (2021) STRATEGI MARKETING PUBLIC RELATIONS MELALUI MEDIA SOSIAL INSTAGRAM DALAM MEMBENTUK BRAND AWARENESS DI AMBHARA HOTEL JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Ambhara Hotel Jakarta is a unique blend of contemporary European style and Indonesian hospitality. As one of the most outstanding 4-star hotels in Jakarta, we offer business and leisure travelers a refined yet intimate gateway to South Jakarta. The word "Ambhara," comes from the Sanskrit word for "fulfillment," reflects our vision of meeting all business needs or customer pleasure. In its implementation, Ambhara Hotel Jakarta is one of the hotels that carries out a public relations marketing strategy through Instagram social media to form Brand Awareness of the hotel. Every business company is required to improve its performance in order to win a company that is not completely dependent on company management. This strategy aims to run well the development of brand awareness that the company provides to its consumers through 3 strategies, namely pull, push and pass. The concept used in this research is the Thomas L. Harris Concept for Ambhara Hotel Jakarta which formulates specifically Marketing Public Relations. This type of research is descriptive through the case study method, the research approach used in this research is qualitative research. Primary data collection method with in-depth interview technique with 1 key informant and 1 informant. Meanwhile, secondary data collection is done by collecting data through library research and then the validity of the data is tested through triangulation techniques. Thus, the marketing public relations strategy through social media that Ambhara Hotel Jakarta is doing uses the Marcom Plann Ambhara Hotel Jakarta adalah hotel perpaduan unik antara gaya Eropa kontemporer dan keramahan Indonesia. Sebagai salah satu hotel bintang 4 yang paling luar biasa di Jakarta, kami menawarkan kepada para pelancong bisnis dan rekreasi sebuah pintu gerbang yang halus namun akrab ke Jakarta Selatan. Kata "Ambhara," berasal dari kata Sansekerta untuk "pemenuhan," mencerminkan visi kami untuk memenuhi semua kebutuhan bisnis atau kesenangan customer. Dalam implementasinya, Ambhara Hotel Jakarta sebagai salah satu hotel yang melakukan strategi marketing public relation melalui media sosial Instagram untuk membentuk Brand Awareness dari hotel tersebut. Setiap perusahaan bisnis dituntut untuk meningkatkan kinerjanya agar dapat memenangkan perusahaan yang tidak sepenuhnya bergantung pada manajemen perusahaan, Strategi ini bertujuan agar berjalan dengan baik pengembangan brand awareness yang diberikan perusahaan kepada konsumennya melalu 3 strategi yaitu pull, push dan pass. Konsep yang digunakan dalam penilitian ini adalah Konsep Thomas L. Harris untuk Ambhara Hotel Jakarta yang merumuskan secara spesifik Marketing Public Relations. Tipe penelitian deskriptif melalui metode studi kasus, pendekatan penelitian yang digunakan dalam penelitian ini adalah penelitian kualitatif. Metode pengumpulan data primer dengan teknik wawancara mendalam dengan 1 key informan dan 1 informan. Sedangkan pengumpulan data sekunder yang dilakukan dengan cara pengumpulan data-data melalui riset perpustakaan untuk kemudian keabsahan data diuji melalui teknik triangulasi. Dengan demikian, strategi marketing public relations melalui media sosial yang Ambhara Hotel Jakarta lakukan menggunakan Marcom Plann

Item Type: Thesis (S1)
NIM/NIDN Creators: 44216010013
Uncontrolled Keywords: STRATEGI MARKETING PUBLIC RELATIONS MELALUI MEDIA SOSIAL INSTAGRAM DALAM MEMBENTUK BRAND AWARENESS DI AMBHARA HOTEL JAKARTA
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Dede Muksin Lubis
Date Deposited: 07 Nov 2023 04:31
Last Modified: 07 Nov 2023 04:31
URI: http://repository.mercubuana.ac.id/id/eprint/83971

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