Marketing Communication in Increasing Room Occupancy at Reddoorsz Hotels During the Covid -19 Pandemic

The Covid -19 pandemic has significantly decreased the occupancy of the RedDoorz Syariah Buduran Sidoarjo Hotel rooms. The objective is to describe the marketing communication strategy used by the RedDoorz Syariah Buduran Hotel in increasing room occupancy. The study used a qualitative research method at the RedDoorz Buduran Hotel in March-August 2020. The information in this study was the hotel manager which was equipped with 3 people and 5 hotel visitors, with a purposive sampling technique which the criteria of hotel managers dan service staff. Observation data observation techniques, open interviews, and documentation. The results show that the RedDoorz Syariah Buduran hotel has carried out digital advertising through social media such as media (Instagram, website and Twitter) and TV advertising (youtube), sales promotion through the distribution of discount vouchers to visitors and holding local scale events, as well as conducting communication through the public relations division by inviting the surrounding community at the hotel anniversary event. The marketing communication strategies that are carried out are integrated with each other, so as to increase the number of visitors during a pandemic.

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AKTIVITAS INTEGRATED MARKETING COMMUNICATION PT BLUE BIRD TBK DALAM MEMPERKENALKAN APLIKASI MY BLUEBIRD 5 DI MASA PANDEMI COVID-19

MASSIVE: Jurnal Ilmu Komunikasi ◽

10.35842/massive.v1i1.10 ◽

2021 ◽

Vol 1 (1) ◽

pp. 17

Author(s):

Wulan Muhariani

Keyword(s):

Public Relations ◽

Media Coverage ◽

Direct Marketing ◽

Secondary Data ◽

Sales Promotion ◽

Marketing Communications ◽

Marketing Communication ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

The Public

ABSTRACTSomething new from the company, whether it is innovations, policies and the latest achievements from the company, should ideally be communicated and marketed to the public under any circumstances, including during a pandemic. At this time, all companies are challenged to market their products and services, a special strategy is needed to achieve the company's goals. For this reason, this study aims to analyze the implementation of Integrated Marketing Communication (IMC) activities carried out by PT Blue Bird Tbk in introducing the company's latest innovation, namely the My Bluebird 5 application during the COVID-19 pandemic. This research was conducted qualitatively with a case study method and data collection was divided into two, namely primary through interviews and observations; as well as secondary data through literature studies and media coverage results. The conclusion of this research is that PT Blue Bird Tbk has implemented an integrated marketing communication concept to introduce the My Blue Bird 5 application in the midst of a pandemic through various tactics such as from advertising, public relations, internet marketing, sales promotion and direct marketing activities.Keywords: Marketing Communications, Integrated Marketing Communication, Pandemic ABSTRAKSesuatu yang baru dari perusahaan, entah itu inovasi, kebijakan dan pencapaian terbaru dari perusahaan, idealnya harus dikomunikasikan dan dipasarkan kepada masyarakat dalam kondisi apapun, termasuk di masa pandemi. Pada masa ini, semua perusahaan mendapat tantangan untuk memasarkan produk dan jasanya, dibutuhkan strategi khusus agar tujuan perusahaan tercapai. Untuk itu penelitian ini bertujuan menganalisis penerapan aktivitas Integrated Marketing Communication (IMC) yang dilakukan oleh PT Blue Bird Tbk dalam memperkenalkan inovasi terbaru perusahaan, yaitu aplikasi My Bluebird 5 di masa pandemi COVID-19. Penelitian ini dijalankan secara kualitatif dengan metode studi kasus dan pengumpulan data terbagi menjadi dua yaitu primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka dan hasil liputan media. Kesimpulan dari penelitian ini adalah PT Blue Bird Tbk telah menerapkan konsep komunikasi pemasasaran terpadu untuk memperkenalkan aplikasi My Bluebird 5 di tengah masa pandemi melalui berbagai macam taktik mulai dari kegiatan periklanan, public relations, pemasaran internet, promosi penjualan dan pemasaran langsung.Kata Kunci: Marketing Communications, Integrated Marketing Communication, Pandemi

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ANALISIS STRATEGI KOMUNIKASI PEMASARAN PT. INDONESIA VILLAJAYA DALAM UPAYA MEMBANGUN LOYALITAS PELANGGAN

JOURNAL OF APPLIED BUSINESS ADMINISTRATION ◽

10.30871/jaba.v1i1.1261 ◽

2019 ◽

Vol 1 (1) ◽

pp. 61-73

Author(s):

Dessy Kurniawanti ◽

Bambang Hendrawan

Keyword(s):

Public Relations ◽

Direct Marketing ◽

Personal Selling ◽

Sales Promotion ◽

Communication Strategy ◽

Community Relations ◽

Marketing Communication ◽

Integrated Marketing ◽

Collection Data ◽

Depth Interviews

This study aims to analyze how the process of marketing communication strategies such as: advertising, sales promotion, public relations and publicity, personal selling, and direct marketing conducted by PT. Indonesia Villajaya. The research data was obtained through direct observation, documentation, as well as in-depth interviews with five informants. This research method using descriptive qualitative method. Analysis of the data include: data collection, data reduction, data presentation, and conclusion. The results showed that PT. Indonesia Villajaya conduct marketing communication strategy with reference to the integrated marketing communications strategy with process include: advertising, sales promotion, direct marketing, personal selling, and community relations & publicity. With the process of the strategy undertaken during this helps in increasing the public's brand awareness, enhance brand image and increase sales for the company

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Strategi Hubungan Masyarakat Lembaga Penyiaran Publik Televisi Republik Indonesia Jambi dalam Mempromosikan Program Acara

MAUIZOH: Jurnal Ilmu Dakwah dan Komunikasi ◽

10.30631/mauizoh.v4i2.38 ◽

2019 ◽

Vol 4 (2) ◽

pp. 189-216

Author(s):

Nopita Sari ◽

Mila Wahyuni ◽

Eka M. Taufani

Keyword(s):

New Media ◽

Public Relations ◽

Sales Promotion ◽

Communication Strategy ◽

The Public ◽

Study Approach ◽

The Republic ◽

Public Relations Strategy

This research is motivated by a phenomenon that occurs in the field of Public Relations (HUMAS) of the Republic of Indonesia Television Public Broadcasting Institution (LPP TVRI) Jambi. A strategy is needed by TVRI Jambi as times change where the interest of television viewers is decreasing due to competition from both private television and new media. The audience follows a style that has value. Therefore it is necessary to have a Public Relations in order to expand public knowledge about what programs exist at TVRI in order to increase the existence of TVRI Jambi. This study uses a qualitative method with a case study approach. Data collection methods used in the form of observation, documentation, and interviews with data analysis techniques, namely data reduction, data presentation, and data verification. The results of this study the authors found that the Public Relations Strategy in promoting TVRI Jambi programs to improve the quality of TVRI programs in the eyes of the public to better understand and know broadcasts on TVRI Jambi therefore Public Relations itself uses a communication strategy Public relations strategy, communication, advertising , sales promotion, publicity , corporate design The problems of Public Relations in promoting LPP TVRI programs in Jambi, weak human resources, PR efforts in promoting LPP TVRI Jambi programs in collaborating with other agencies.

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Strategi Komunikasi Pemasaran Terpadu Colourfun Booth Dalam Menjaga Konsumen Di Era New Normal.

Prologia ◽

10.24912/pr.v5i2.10232 ◽

2021 ◽

Vol 5 (2) ◽

pp. 398

Author(s):

Evie Christina ◽

Yugih Setyanto

Keyword(s):

Public Relations ◽

Service Industry ◽

Production Capacity ◽

Sales Promotion ◽

Communication Strategy ◽

Marketing Communication ◽

Direct Response ◽

Main Concept ◽

New Normal ◽

The Right

In the new normal era, people are becoming more selective in spending costs for household needs, transportation, and other necessities. So, a lot of companies have experienced a decrease in production capacity, a reduction in the capacity of workers, and have out of business. Colourfun Booth is a service industry that provides photobooth services or photo printing services directly at events such as birthdays, weddings, graduations, reunions, companies and so on. Maintain the customers in the new normal era, Colourfun Booth develops a marketing communication strategy by combining elements of communication such as advertising, direct response, sales promotion, and Public Relations to provide maximum communication impact. The method in the preparation of this thesis uses observation, interviews, and documentation. The main concept used the right marketing communication strategy to keep consumers in the new normal era. The strategy adopted by Colourfun Booth are trying to establish a good relationship between brands and consumers through intermediary media, namely social media Instagram and Facebook. Because with this relationship it is expected to be able to become a link between brands and consumers to generate consumer loyalty to the brand.Di era new normal, masyarakat menjadi lebih selektif dalam mengeluarkan biaya untuk keperluan rumah tangga, transportasi, hingga kebutuhan lainnya. Sehingga, tak sedikit perusahaan yang mengalami penurunan kapasitas produksi, pengurangan kapasitas pekerja, hingga harus gulung tikar. Colourfun Booth merupakan industri jasa yang memberikan layanan jasa photo booth atau jasa cetak foto secara langsung pada acara-acara seperti ulang tahun, pernikahan, graduasi, reuni, perusahaan dan sebagainya. Dalam menjaga konsumen di era new normal, Colourfun Booth mengembangkan strategi komunikasi pemasaran dengan cara menggabungkan elemen-elemen komunikasi yang bervariasi seperti periklanan, respon langsung, promosi penjualan, dan Public Relations untuk memberikan dampak komunikasi yang maksimal. Metode dalam penyusunan skripsi ini menggunakan observasi, wawancara, dan dokumentasi. Konsep utama yang digunakan adalah strategi komunikasi pemasaran yang tepat untuk menjaga konsumen di era new normal. Strategi yang dilakukan oleh Colourfun Booth yaitu berusaha menjalin hubungan baik antara merek dengan konsumen melalui media perantara yaitu media sosial Instagram dan Facebook karena dengan adanya hubungan tersebut diharapkan mampu menjadi pengait antara merek dengan konsumen untuk membangkitkan loyalitas konsumen terhadap merek.

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Implementation of Marketing Communication Strategy for Alcoholic Products in Social Sensitivity and Legal Protection

International Journal of Science and Society ◽

10.54783/ijsoc.v3i3.367 ◽

2021 ◽

Vol 3 (3) ◽

pp. 221-238

Author(s):

Mahesa Maulana ◽

Rachmat Kriyantono ◽

Bambang Dwi Prasetyo

Keyword(s):

Data Collection ◽

Public Relations ◽

Alcoholic Beverage ◽

Personal Selling ◽

Legal Protection ◽

Sales Promotion ◽

Communication Strategy ◽

Alcoholic Beverages ◽

Target Market ◽

Marketing Communication

The role of marketing communication strategy is very important for companies in marketing products to their target market. Marketing communication of alcoholic beverage products which is hampered by promotion, marketing and distribution requires the right strategy in its implementation to ensure business continuity. This research has an exploratory constructivist paradigm. The purpose of this study was to determine the strategy carried out by the management of PT. Multi Bintang Indonesia as a marketing communication strategy for Bir Bintang alcoholic beverages. The research data collection method is through in-depth interviews, observation, and documentation. The data analysis of this research is descriptive qualitative. Informant data collection technique is purposive sampling at the Area Business Manager and Business Development Executive PT. Multi Bintang Indonesia Commerce. The results of the study reveal that the company's strategy is more focused on online aspects, including the use of social media, websites and e-commerce to inform products, sales, and campaigns. The form of marketing communication carried out by PT. Multi Bintang Indonesia in the form of direct and interactive marketing, sales promotion, event marketing, merchandise, personal selling, public relations, and word of mouth.

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DELTA FM JOGJA'S MARKETING COMMUNICATION STRATEGY IN MAINTAINING ITS EXISTENCE IN THE SPECIAL REGION OF YOGYAKARTA

The Indonesian Journal of Communication Studies ◽

10.31315/ijcs.v14i1.5075 ◽

2021 ◽

Vol 14 (1) ◽

pp. 57

Author(s):

Evanny Yuwike Permata ◽

Panji Dwi Ashrianto

Keyword(s):

Public Relations ◽

Personal Selling ◽

Sales Promotion ◽

Communication Strategy ◽

Planning Theory ◽

Marketing Communication ◽

Planning Stage ◽

Fm Radio ◽

Evaluation Stage ◽

The Right

The intence radio competition in Yogyakarta requires radios to have a strategy in maintaining their existence in this digitalized era. A good marketing communication strategy is needed to attract the attention of both listeners and advertisers. Delta FM radio as a network radio certainly has challenges in competing with other competitor radios in Yogyakarta. To maintain its existence, Delta FM radio requires the right marketing communication strategy. This study aims to determine the marketing communication strategy of Delta FM Yogyakarta in maintaining its existence in D.I.Yogyakarta. This study uses Planning theory by Berger, Marketing Communication Mix, and analysis of Segmenting, Targeting, and Positioning (S-T-P). The research method used is descriptive qualitative. The results showed that in determining the marketing communication strategy, Delta FM Yogyakarta carried out 3 stages, namely the planning stage, the implementation stage, and the evaluation stage. In its implementation, Delta FM uses 5 stages of marketing communication mix, such as Advertising, Sales Promotion, Public Relations, Personal Selling and Direct Selling.

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Strategi Komunikasi Pemasaran Hotel Kartika Graha Malang Dalam Meningkatkan Jumlah Pengunjung

Jurnal Komunikasi Nusantara ◽

10.33366/jkn.v1i1.6 ◽

2019 ◽

Vol 1 (1) ◽

pp. 18-24

Author(s):

Peligia Ekalista ◽

Willy Tri Hardianto

Keyword(s):

Data Collection ◽

Communication Strategies ◽

Sampling Technique ◽

Sales Promotion ◽

Communication Strategy ◽

Target Market ◽

Marketing Communication ◽

Product Price ◽

Analysis Technique ◽

Depth Interviews

Marketing Communication Strategy is a planning to consume products to targeted markets to achieve the company goals. Through marketing communication strategies, companies try to disseminate information, influence, persuade or remind the target market about a message of the company and its products to be accepted, buy the products offered by the company. This research used descriptive qualitative research. This research was conducted at Hotel Kartika Graha Malang, with a purposive sampling technique with data collection techniques. While the technique of data collection was done by observation, in-depth interviews, and documentation. The data analysis technique used data reduction, data presentation and conclusion withdrawing. The results of this study showed that Kartika Graha Hotel Malang used the IMC theory which implemented Marketing Commucation, Sales Promotion, and Marketing Event and also used the Kotler theory included the marketing mix with four P (4P) namely Product, Price, Place, and Promotion. While the supporting factors in marketing communication strategies were the solid and also the application of elements of marketing communication maximally and adequate products and facilities. The inhibiting factors in implementing the marketing communication strategy were the lack of human resources such as driver and technicians that caused clashes with other departments and also budget problems such as the late disbursement from the specified date.

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Marketing Communication Strategy in Facing Competition

RETORIKA : Jurnal Kajian Komunikasi dan Penyiaran Islam ◽

10.47435/retorika.v3i1.581 ◽

2021 ◽

Vol 3 (1) ◽

pp. 44-54

Author(s):

Musliadi Musliadi

Keyword(s):

Public Relations ◽

Direct Marketing ◽

Personal Selling ◽

Sales Promotion ◽

Communication Strategy ◽

Marketing Communication

Penelitian ini disimpulkan bahwa komunikasi pemasaran yang diterapkan Kelompok Usaha Bersama Kembang Ilung dalam menghadapi persaingan bisnis kerajinan anyaman eceng gondok adalah dengan jalan memasang iklan (Beriklan) dengan cara pembuatan leaflet/brosur dan pemasangan spanduk. Pemasaran Langsung (direct marketing) dilakukan dengan cara membawa hasil produk kerjainan tangan anyaman eceng gondok untuk dijual di pasar-pasar terdekat. Penjualan secara langsung dengan mendatangi tempat keramaian seperti pasar dan pameran ataupun tempat lainnya dan menawarkan produk-produk yang dihasilkan. Promosi penjualan (sales promotion) dengan membuat produk baru/sample yang kemudian dipromosikan baik secara door to door. Penjualan personal (personal selling) dengan cara menawarkan secara langsung ke buyer/exportir baik dalam daerah maupun luar daerah seperti ke Bali, Yogyakarta dan Palangkaraya. Pemasaran interaktif dilakukan dengan cara mempromosikan dan memasarkan produknya melalui internet yaitu dengan media sosial Whatsapp dan Instagram. Hubungan masyarakat (public relations) dengan memberikan pembinaan, pendidikan dan pelatihan produk kerajinan untuk meningkatkan pendapatan warga setempat. Hambatan dihadapi dalam penerapan komunikasi pemasaran Kerajinan Anyaman Eceng Gondok adalah penggunaan sarana dan prasarana sebagai alat penunjang promosi pemasaran masih belum maksimal. Kegiatan promosi belum dilakukan secara maksimal dan belum menggunakan semua media yang ada serta kurangnya sumber daya manusia dalam bidang teknologi informasi dan komunikasi masih menjadi hambatan bagi KUB Kembang Ilung dalam upaya penerapan komunikasi pemasaran kerajinan anyaman eceng gondok. Solusi yang dilakukan Kelompok Usaha Bersama Kembang Ilung dalam mengatasi hambatan-hambatan tersebut adalah KUB Kembang Ilung lebih gencar dalam melakukan kegiatan promosi, melakukan loby-loby kepada pihak pemerintah, melakukan peningkatan dan pengembangan SDM yang ada pada setiap anggota sehingga kinerja KUB Kembang Ilung berjalan dengan efisien, melibatkan kegiatan perusahaan dengan memanfaatkan media teknologi informasi, serta melakukan evaluasi dengan Strategi SWOT secara berkala.

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Analisis bauran komunikasi pemasaran di KSPPS Karisma Kantor Cabang Grabag dalam meningkatkan jumlah anggota

SOROT ◽

10.31258/sorot.16.1.1-12 ◽

2021 ◽

Vol 16 (1) ◽

pp. 1

Author(s):

Vina Al Azizah ◽

Andhatu Achsa

Keyword(s):

Public Relations ◽

Personal Selling ◽

Sampling Technique ◽

Marketing Communication ◽

Interactive Marketing ◽

Purposive Sampling ◽

The Public ◽

Qualitative Descriptive ◽

Descriptive Method ◽

Data Analysis Methods

Penelitian ini memiliki tujuan untuk mengetahui lebih dalam dan mendeskripsikan kondisi bauran komunikasi pemasaran yang diterapkan oleh KSPPS Karisma kantor cabang Grabag dalam menarik minat anggota sehingga jumlahnya meningkat. Kegagalan sebuah koperasi dalam memperoleh anggota salah satu faktornya adalah kurangnya media komunikasi pemasaran, sedangkan anggota adalah sumber keberlangsungan hidup bagi koperasi, maka dibutuhkan komunikasi pemasaran yang baik untuk menginformasikan adanya suatu produk sekaligus membujuk agar masyarakat melakukan pembelian. Metode deskriptif kualitatif menjadi metode yang digunakan dalam penelitian ini. Metode analisis data yang digunakan yaitu pengumpulan data, penyajian data yang ditemukan, dan kesimpulan. Data diperoleh dari observasi dan wawancara dengan purposive sampling sebagai teknik pengambilan sampelnya, dokumentasi, internet, dan studi kepustakaan yang dilaksanakan pada February 2020 sampai Mei 2020. Bauran komunikasi pemasaran yang digunakan oleh KSPPS Karisma cabang Grabag untuk meraih anggota adalah periklanan,penjualan personal, pemasaran dari mulut ke mulut, pemasaran langsung dan interaktif, dan hubungan masyarakat dan publisitas. Dalam penelitian ini, bauran komunikasi pemasaran yang digunakan oleh KSPPS Karisma cabang Grabag berpengaruh terhadap peningkatan jumlah anggota.This study aims to know deeply and describe the conditions of marketing communication mix applied by KSPPS Karisma Grabag offices in attracting members’ interest so that the numbers increase. The failure of a cooperative in getting members one of the factors is the lack of the marketing communication media, while members are source of survival for cooperatives, so good marketing communication is needed to inform the existence of a product and persuading the public to make a purchase. The qualitative descriptive method is used in this research. Data analysis methods used are data collection, presentation of data, and conclusions. Data obtained from observations and interviews with purposive sampling as a sampling technique, documentation, internet, and literatur study conducted on February to May 2020. The marketing communication mix used by KSPPS Karisma Grabag office to reach members is advertising, personal selling, word of mouth marketing, direct and interactive marketing, and public relations and publicity. In this study, the marketing communication mix used by KSPPS Karisma Grabag office affect on increasing number of members.

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Strategi Komunikasi Pemasaran dalam Mempertahankan Customer Loyalty pada Hotel Salak Bogor, Indonesia

CoverAge: Journal of Strategic Communication ◽

10.35814/coverage.v11i2.2019 ◽

2021 ◽

Vol 11 (2) ◽

pp. 52-66

Author(s):

Farida Hariyati ◽

Rina Sovianti

Keyword(s):

Public Relations ◽

Cultural Identity ◽

Customer Loyalty ◽

Communication Strategy ◽

Marketing Communication ◽

The Public ◽

Use Of Technology ◽

Tourism Sector ◽

The City ◽

Depth Interviews

Hospitality industry is an integral part of the tourism sector in Indonesia. This study aims to examine the marketing communication strategy of Hotel Salak The Heritage in maintaining customer loyalty in the city of Bogor, as one of the major tourism cities in Indonesia, amidst the presence of new hotels that have increased significantly. This study used a qualitative approach with descriptive methods. Data analysis was carried out with triangulation techniques to confirm the results of in-depth interviews related to findings in the field. The results of this study reveal that marketing communication strategies in maintaining customer loyalty are carried out in harmony with the cultural identity inherent in this hotel. HSTH was designated as a cultural preserve by the local government of Bogor. The use of technology becomes the concern for the public relations and marketing division of HSTH to design and process messages through various social media, non-media promotions, and artificial intelligent.

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