DERU, MELATI KALTIM (2015) ANALISIS PROGRAM MARKETING PUBLIC RELATIONS QUIN COLOMBO HOTEL YOGYAKARTA DALAM MENINGKATKAN KEPUASAN DAN KEPERCAYAAN PELANGGAN. Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
ABSTRAK Hotel yang paling banyak diminati di Yogyakarta adalah hotel bintang 3, salah satunya Quin Colombo Hotel. Letaknya yang berada di ring 3 dan persaingan dengan hotel sejenis yang berada di ring lebih dekat dengan pusat kota menuntut manajemen Quin Colombo Hotel mampu bersaing ketat untuk mencapai target konsumen dan income. Penelitian ini bertujuan untuk mengetahui marketing public relations di Quin Colombo Hotel Yogyakarta dalam meningkatkan kepuasan dan kepercayaan pelanggan. Penelitian ini merupakan deskriptif kualitatif dengan pengumpulan data melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa 1) pelaksanaan marketing public relations di Quin Colombo Hotel Yogyakarta dengan strategi operasional, kerjasama dan pendekatan tanggung jawab sosial public relations, 2) program marketing public relation meliputi perencanaan yaitu riset dan perencanaan pemasaran; analisis pasar; perencanaan dan pengembangan produk; menetapkan target; menyusun strategi pemasaran; menetapkan harga; menetapkan strategi harga; menyusun konsep pelayanan; melaksanakan positioning strategy serta melaksanakan promotion dan public relations; implementasi meliputi pemasaran, program publikasi dan kerjasama; dan evaluasi untuk melihat pencapaian target yang diinginkan, dan 3) faktor pendukung yaitu tersedia dana, media informasi yang beragam, dan tim yang dapat bekerjasama dalam program marketing public relations serta faktor penghambat yaitu kurang maksimalnya penggunaan media komunikasi massa seperti koran dan televisi serta semakin banyaknya hotel yang didirikan di Yogyakarta yang telah mengembangkan manajemen hotel dengan standar pelayanan lebih tinggi. Kata kunci: public relations, hotel, Quin Colombo ABSTRACT The most preferred hotels in Yogyakarta is a 3 star hotel, one of which Quin Colombo Hotel. It lies in the ring 3 and competition with similar hotels that are in the ring closer to downtown Colombo demanding management Quin able competing to reach the target consumer and income. This research is a descriptive qualitative data collection through interviews, observation, and documentation. The results showed that 1) the implementation of marketing public relations in Quin Colombo Hotel Yogyakarta with operational strategy, cooperation and social responsibility approach to public relations, 2) public relations marketing program includes planning, namely research and marketing planning; market analysis; planning and product development; set a target; marketing strategy; set prices; set pricing strategy; formulate the concept of service; implement positioning strategy and implement promotion and public relations; include the implementation of marketing, publicity and cooperation programs; and evaluation to see the achievement of the desired target, and 3) supporting factors that available funds, diversified information media, and a team that can work in public relations, marketing programs and inhibiting factors that maximal use of mass communication media such as newspapers and television as well as the increasing number of established hotel in Yogyakarta which has developed a hotel management with a higher standard of service. Keywords: public relations, hotel, Quin Colombo
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Eko Suprapti |
| Date Deposited: | 13 Oct 2016 04:19 |
| Last Modified: | 13 Oct 2016 04:19 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/7603 |
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