KUSUMAWARDHANI, ADIATI (2014) PERAN PUBLIC RELATIONS ATRIA HOTEL & CONFERENCE MAGELANG DALAM MEMBENTUK CITRA PERUSAHAAN. Other thesis, UPN "Veteran" yogyakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui perencanaan dan pelaksanaan
strategi PR Atria Hotel & Conference Magelang dalam membentuk citra
perusahaan. Penelitian ini menggunakan metode kualitatif, dengan jenis penelitian
deskriptif. Teknik pengumpulan data menggunakan wawancara kepada PR Atria
Hotel & Conference Magelang, para pengguna jasa dan masyarakat sekitar,
observasi terhadap kegiatan pembangunan citra perusahaan yang dilakukakn PR
Atria Hotel & Conference Magelang. Uji validitas menggunakan trianggulasi
sumber. Hasil penelitian menunjukan bahwa pelaksanaan strategi PR Atria Hotel
& Conference Magelang dalam membangun citra perusahaan sudah berjalan
dengan baik sesuai dengan perencanaan, Yaitu melakukan perbaikan intern
terlebih dahulu. Dengan cara menumbuhkan rasa memiliki perusahaan, menjaga
hubungan baik didalam perusahaan maupun luar perusahaan serta membentuk
citra yang diinginkan Atria Hotel & Conference Magelang mampu memanfaatkan
faktor kekuatan seperti lokasinya yang strategis dan peluangnya mendapat
dukungan daru pemerintahan yang mampu menutupi kelemahan kurangnya
menjaga kebersihan dan ancaman persaingan antar hotel yang dihadapi. Strategi
PR Atria Hotel & Conference Magelang dalam membangun citra sudah terbentuk
baik, terbukti dari hasil questions guest pengguna jasa menunjukan bahwa citra
Atria Hotel & Conference Magelang sebagai Hotel yang memiliki citra produk,
sebagai hotel yang memiliki citra pelayanan serta munculnya citra baru yaitu citra
strategis letak diantara tempat wisata.
ABSTRACT
This study aims to determine the planning and execution of PR strategies Atria
Hotel & Conference Magelang in shaping the image of the company. This study
used qualitative methods, the descriptive research. The data collection technique
using the interview to PR Atria Hotel & Conference Magelang, service users and
the surrounding community, the observation of corporate image development
activities PR Atria Hotel & Conference Magelang. Test the validity of using
triangulation sources. The results showed that the implementation of PR strategies
Atria Hotel & Conference Magelang in building the image of the company has
been going well. In accordance with the plan. It make internal improvements first.
By way of generating a sense of the company, maintaining good relationships
within the company and outside the company as well as to form the desired image.
Atria Hotel & Conference Magelang able to take advantage of factors such as the
strength of its strategic location and the chances of government emergency
support that is able to cover the weakness of lack of hygiene and threats facing the
competition among hotels. PR Strategy Atria Hotel & Conference Magelang in
building the image was already well established, as evidenced by the results of
questions guest service users shows that the image of Atria Hotel & Conference
Magelang as a hotel that has a product image, a hotel that has an image of the
service as well as the emergence of a new image that is the image of the strategic
location of among tourist spots
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > HE Transportation and Communications |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mr Suninto Prabowo |
| Date Deposited: | 04 Nov 2016 06:41 |
| Last Modified: | 04 Nov 2016 06:41 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/8412 |
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