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:	300 Social Sciences > 300 Social sciences, sociology and anthropology > 302 Social interaction, Interpersonal interaction > 302.2 Communication 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.87 Retail Channel > 658.872 Brand, Branding 600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations
Divisions:	Faculty of Communication > Strategic Communication
Depositing User:	Administrator UMN Library
Date Deposited:	04 Jul 2017 03:31
Last Modified:	12 Apr 2023 02:13
URI:	https://kc.umn.ac.id/id/eprint/292

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