ANALISIS EVENT MARKETING HOTEL ARTOTEL YOGYAKARTA DALAM MENINGKATKAN BRAND AWARENESS (Studi Kasus Art Exhibition “Sekuel: Pertemuan lalu Pertumbuhan”)

Ginting, David Chelsie (2023) ANALISIS EVENT MARKETING HOTEL ARTOTEL YOGYAKARTA DALAM MENINGKATKAN BRAND AWARENESS (Studi Kasus Art Exhibition “Sekuel: Pertemuan lalu Pertumbuhan”). Other thesis, UPN "Veteran" Yogyajarta.

[thumbnail of 1. SKRIPSI LENGKAP_DAVID CHELSIE GINTING_153190060.pdf] Text
1. SKRIPSI LENGKAP_DAVID CHELSIE GINTING_153190060.pdf
Restricted to Repository staff only
Download (2MB)
[thumbnail of 2. ABSTRAK.pdf] Text
2. ABSTRAK.pdf
Download (33kB)
[thumbnail of 3. COVER.pdf] Text
3. COVER.pdf
Download (153kB)
[thumbnail of 4. LEMBAR PENGESAHAN.pdf] Text
4. LEMBAR PENGESAHAN.pdf
Download (237kB)
[thumbnail of 5. DAFTAR ISI.pdf] Text
5. DAFTAR ISI.pdf
Download (78kB)
[thumbnail of 6. DAFTAR PUSTAKA.pdf] Text
6. DAFTAR PUSTAKA.pdf
Download (160kB)

Abstract

xiv
ABSTRAK
Pada tahun 2022, Bappeda Yogyakarta menyatakan sebanyak 1.528 unit hotel
sudah dibangun di Yogyakarta. Pesatnya pertumbuhan hotel berdampak pada
meningkatnya tingkat persaingan antara hotel. Dengan adanya persaingan di dunia
perhotelan yang semakin ketat, Artotel Yogyakarta menggunakan event marketing
sebagai salah satu cara dalam memasarkan brand. Tujuan penelitian ini untuk
mengetahui event marketing Artotel Yogyakarta dalam meningkatkan brand
awareness. Metode penelitian yang digunakan adalah deskriptif kualitatif
menggunakan Teori Goals Plan Action, konsep event manajemen POAC (Planning,
Organizing, Actuating, Controlling), bauran komunikasi pemasaran dan brand
awareness. Hasil penelitian menunjukan event marketing yang dilakukan hotel
Artotel Yogyakarta dalam meningkatkan brand awareness memakai konsep event
manajemen dan bauran komunikasi pemasaran yang diklasifikasikan menggunakan
teori Goals Plan Action. Tingkatan brand awareness yang dicapai ada pada
tingkatan brand recall. Hasil lain dari penelitian ini menunjukkan bahwa event
marketing yang dilakukan hotel Artotel Yogyakarta menggunakan word of mouth.
Kata Kunci : Event Marketing, Brand Awareness, Artotel Yogyakarta.
xv
ABSTRACT
In 2022, Yogyakarta Bappeda stated that 1,528 hotel units would have been built
in Yogyakarta. One of them is the Artotel Yogyakarta hotel. The rapid growth of
hotels has an impact on increasing the level of competition between hotels. With
competition in the hotel world becoming increasingly fierce, Artotel Yogyakarta
uses event marketing as a way to market its brand. The aim of this research is to
determine Artotel Yogyakarta's marketing events in increasing brand awareness.
The research method used is descriptive qualitative using Goals Plan Action
Theory, the event management concept POAC (Planning, Organizing, Actuating,
Controlling), marketing communication mix and brand awareness. The research
results show that event marketing carried out by the Artotel Yogyakarta hotel in
increasing brand awareness uses the concept of event management and a marketing
communication mix which is classified using the Goals Plan Action theory. The
level of brand awareness achieved is at the brand recall level. Other results from
this research show that event marketing carried out by the Artotel Yogyakarta hotel
uses word of mouth.
Keywords : Event Marketing, Brand Awareness, Artotel Yogyakarta

Item Type: Thesis (Other)
Uncontrolled Keywords: Event Marketing, Brand Awareness, Artotel Yogyakarta
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Eko Yuli
Date Deposited: 27 Nov 2023 01:53
Last Modified: 27 Nov 2023 01:53
URI: http://eprints.upnyk.ac.id/id/eprint/38217

Actions (login required)

View Item View Item