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Strategi marketing public relations hotel all seasons Jakarta gajah mada dalam menciptakan brand awereness

Julianda, Lili (2016) Strategi marketing public relations hotel all seasons Jakarta gajah mada dalam menciptakan brand awereness. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Laporan kerja skripsi ini membahas mengenai strategi bagaimana seorang public relations officer di dunia hospitality. Tujuannya adalah untuk mengetahui bagaimana strategi marketing public relations di hotel all seasons Jakarta Gajah Mada dalam menciptakan brand awareness. Penelitian ini mengacu pada konsep marketing public relations yaitu Whalen’s 7 Step Strategic Planning Process dari Patricia T. Whalen, dimana semua dimulai dari adanya Analisis Situasi, Tujuan, Target, Strategi, Pesan, Taktik, dan Evaluasi. Penelitian ini juga menggunakan jenis penelitian kualitatif dengan paradigm post-positivistik, bersifat analis dan deskriptif. Teknik pengumpulan data digunakan dengan cara observasi, wawancara mendalam dan dokumen. Hasil penelitian adalah bahwa dalam penerapan marketing public relations, peran dari seorang third party endorsement itu sangatlah penting. Kredibilitas dari pihak ketiga mampu menciptakan brand awareness dan lebih hemat dibandingkan harus membayar space iklan yang terkadang belum tentu kredibel.

Item Type: Thesis (Bachelor Thesis)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD30 Strategic Communication
H Social Sciences > HD Industries. Land use. Labor > HD30 Strategic Communication > HD30.2 Branding
H Social Sciences > HD Industries. Land use. Labor > HD30 Strategic Communication > HD30.4 Marketing Public Relations
Divisions: Fakultas Ilmu Komunikasi > Program Studi Ilmu Komunikasi
Depositing User: mr admin umn
Date Deposited: 04 Jul 2017 03:31
Last Modified: 28 Sep 2017 03:00
URI: http://kc.umn.ac.id/id/eprint/292

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