Oktabiarto, Rengga (2014) STRATEGI KOMUNIKASI PEMASARAN PURI ARTHA HOTEL DALAM MENGHADAPI PERSAINGAN DUNIA PERHOTELAN DI YOGYAKARTA. Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
ABSTRAK
Perkembangan bisnis perhotelan di Yogyakarta memiliki prospek yang
menjanjikan.Hal ini dilandaskan pada alasan kota Yogyakarta dikenal sebagai
kota budaya dan kota pariwisata.Keberhasilan Puri Artha Hotel dalam menjaring
para konsumen untuk menginap mengindikasikan keberhasilan Puri Artha Hotel
dalam mengembangkan strategi komunikasi pemasaran dalam menghadapi
ketatanya persaingan dunia perhotelan di Yogyakarta.Tujuan dari penelitian ini
adalah untuk mengetahui strategi komunikasi pemasaran Puri Artha Hotel dalam
menghadapi persaingan dunia perhotelan di Yogyakarta. Metode penelitian ini
menggunakan metode penelitian deskriptif kualitatif. Informan dalam penelitian
ini adalah pegawai Puri Artha Hotel serta konsumen Puri Artha
Hotel.Berdasarkan hasil penelitian maka dapat digambarkan bahwa strategi
komunikasi pemasaran Puri Artha Hotel dalam menghadapi persaingan dunia
perhotelan di Yogyakarta telah berjalan cukup optimal.Strategi komunikasi
pemasaran tersebut meliputi penggunaan iklan di media cetak baik lokal maupun
nasional, promosi penjualan melalui media dan selebaran-selebaran, komunikasi
pemasaran langsung yaitu bertemu langsung dengan calon konsumen, dan
mengoptimalkan peran Public Relations Officer dalam mempublikasikan hotel.
Hal ini dapat dinilai berdasarkan keberhasilan Puri Artha Hotel dalam mencapai
pencapaian target untuk meningkatkan kunjungan tamu yaitu 90 % pada masa
‘High Session’ dan 70 % pada masa ‘Low Session’.
Kata kunci: strategi komunikasi pemasaran, Puri Artha Hotel.
ABSTRACT
The development of the hospitality business in Yogyakarta has
promised.That based on the grounds of Yogyakarta city is known as cultural and
tourism city.Successfully Puri Artha Hotel in attracting consumers to stay Puri
Artha Hotel indicate success in developing marketing communications strategies
in the face of world competition hospitality in Yogyakarta.In this study was to
determine the marketing communications strategy Puri Artha Hotel in the facing
the competitive world of hospitality in Yogyakarta. Methods this study uses
descriptive qualitative research method. Informants in this study were employees
of Puri Artha Hotel and consument of Puri Artha Hotel.Based on consumer
research results can be drawn that the marketing communication strategy Puri
Artha Hotel in the face of the world of hospitality in Yogyakarta has been running
quite optimal. Marketing communication strategies include the use of advertising
in print media both locally and nationally, through the media and sales promotion
leaflets, direct marketing communications that meet directly with potential
customers, and optimize the role of Public Relations Officer in publish the hotel.
This can be judged based on the success of Puri Artha Hotel in achieving
attainment targets to increase guest visits is 90% during the 'High Session' and
70% in the 'Low Session'.
Keywords: Marketing Communication Strategy, Puri Artha Hotel.
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Eko Suprapti |
| Date Deposited: | 26 Oct 2016 07:38 |
| Last Modified: | 26 Oct 2016 07:38 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/8049 |
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