ANALISIS IMPLEMENTASI MARKETING PUBLIC RELATION DALAM MENINGKATKAN LOYALITAS TAMU WARINGIN HOSPITALITY HOTEL GROUP

Wardani, Berlian Yuniar (2024) ANALISIS IMPLEMENTASI MARKETING PUBLIC RELATION DALAM MENINGKATKAN LOYALITAS TAMU WARINGIN HOSPITALITY HOTEL GROUP. S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Penelitian ini dilatarbelakangi oleh industry Hospitality yang memiliki persaingan ketat dalam aspek peningkatan okupansi Hotel. Perhotelan memerlukan pertumbuhan dan perkembangan untuk tetap eksis di dunia komunikasi pemasaran, oleh karena itu dibutuhkannya peran Marketing Public Relation agar tercapai dengan memakai strategi yang terencana dalam meningkatkan loyalitas tamu Hotel Waringin Hospitality Hotel Group khususnya unit Luminor Hotel Purwokerto dan Rumah Kito Hotel Resort Jambi pada periode tahun 2022 – 2023. Teori yang digunakan dalam penelitian ini yaitu teori Three Ways Strategy yang terdiri dari Pull Strategy (menarik), Push Strategy (mendorong) dan Pass Strategy (membujuk) dalam kegiatan Marketing Public Relation. Penelitian ini menggunakan jenis penelitian kualitatif dengan teknik pengumpulan data melalui observasi, wawancara dan dokumentasi. Berdasarkan hasil penelitian dapat disimpulkan bahwa Marketing Public Relation dalam meningkatkan jumlah tamu di hotel Waringin Hospitality Hotel Group memiliki beberapa bentuk strategi seperti menjaga kepercayaan tamu, menarik dengan melakukan strategi perencanaan melalui Pull Strategy program Monthly Promotion, Direct Communications and Branding seperti promosi Sales, publikasi melalui In-House Promotion, platform website hingga Social Media. Kemudian untuk Push Strategy : dengan pengadaan Loyalty Program WH Coin, superior customer service, visit corporate, service after sales hingga after purchase reassurance stratefy dan Pass Strategy seperti pengadaan aktivitas kepedulian terhadap public serta repeater guest sebagai bentuk kepedulian hingga terus menjaga hubungan baik bersama para Investor. Kesimpulan dari penelitian ini bahwa Strategi Marketing Public Relations Waringin Hospitality Hotel Group dalam upaya meningkatkan Loyalitas Tamu Hotel pada periode 2022 – 2023 dinyatakan mencapai target dan berhasil dengan penerapan antara teori secara literature dan praktis secara fakta di lapangan saat peneliti melakukan wawancara dan observasi. This research is motivated by the hotel industry which has tight competition in the aspect of increasing hotel occupancy. Hospitality requires growth and development to continue to exist in the world of marketing communications, therefore the role of Marketing Public Relations is needed to be achieved by using planned strategies to increase the loyalty of Waringin Hospitality Hotel Group Hotel guests, especially the Luminor Hotel Purwokerto and Rumah Kito Hotel Resort Jambi units in the period 2022 – 2023. The theory used in this research is the Three Ways Strategy theory which consists of Pull Strategy (pull), Push Strategy (push) and Pass Strategy (persuade) in Marketing Public Relations activities. This research uses qualitative research with data collection techniques through observation, interviews and documentation. Based on the research results, it can be concluded that Marketing Public Relations in increasing the number of guests at Waringin Hospitality Hotel Group hotels has several forms of strategies such as maintaining guest trust, attracting strategic planning through the Pull Strategy Monthly Promotion program, Direct Communications and Branding such as Sales promotions, publications through In-House Promotion, website platforms to Social Media. Then for Push Strategy: by providing the WH Coin Loyalty Program, superior customer service, corporate visits, after-sales service to reassurance strategies after purchase and Pass Strategy such as providing awareness activities for the public and repeater guests as a form of concern so as to continue to maintain good relations with the customers. Investors. The conclusion of this research is that Waringin Hospitality Hotel Group's Public Relations Marketing Strategy in an effort to increase Hotel Guest Loyalty in the 2022 - 2023 period was declared to have achieved the target and was successful by applying theory in literature and practical facts in the field when researchers conducted interviews and observations.

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