Strategi Public Relations Hotel Budget di Surabaya Dalam Membentuk Brand Loyalty
DOI:
Abstract Views:
111
PDF Downloads:
107
Abstract
Abstract - This study aims to investigate the efforts performed by public relations of budget hotels in competing in the hospitality industry. A qualitative research method with a descriptive paradigm was applied in this study. This study describes the public relations of budget hotels' strategy to increase customer loyalty. The results of this study show that most of the public relations strategy of budget hotels in Surabaya has been able to create good brand loyalty but is not yet optimal. Budget hotels in Surabaya are lacking in conducting outdoor reviews, such as ballroom dance, parking lots, meeting places, and others that support multi-function. This research concludes that the public relations strategy of budget hotels in Surabaya is still limited to room and supporting facilities. In addition, this study also reveals that budget hotels in Surabaya are still reaching the brand loyalty maturity level of the satisfied buyer; thereby, management needs to evaluate the public relations strategy that has been implemented. For this reason, hotels in Surabaya still need to develop their public relations strategy to reach the brand loyalty maturity level of the committed buyer. A committed buyer signifies that customers are loyal and will always return to stay at the hotels offered on the Traveloka site.
Keywords: communication strategy, brand loyalty, hotel public relations, budget hotel
Abstrak - Penelitian ini bertujuan untuk mengetahui upaya yang dilakukan humas hotel budget dalam bersaing di industri perhotelan. Metode penelitian menggunakan pendekatan kualitatif dengan paradikma deskriptif. Penelitian ini mendiskripsikan strategi public relations hotel budget untuk meningkatkan loyalitas pelanggan. Hasil penelitian ini menunjukkan bahwa sebagian besar strategi public relations adalah hotel budget di Surabaya dalam menciptakan brand loyalty dilakukan oleh internal dengan baik, namun belum optimal. Untuk hotel budget di Surabaya kurang dalam melakukan review yang berkaitan dengan outdoor, misalnya ballroom dance, tempat parkir, tempat meeting, dan lain-lain yang menunjang untuk multifungsi. Hasil penelitian ini dapat disimpulkan bahwa pelaksanaan proses strategi public relations hotel budget di Surabaya masih terbatas pada fasilitas kamar dan fasilitas penunjang. Selain itu dapat diketahui pada hotel budget di Surabaya masih mencapai kematangan dari brand loyality pada tingkat satisfied buyer. Oleh karena itu, manajemen perlu melakukan evaluasi pada strategi public relations yang telah diterapkan. Selain itu, hotel di Surabaya masih membutuhkan strategi pengembangan kehumasan untuk menciptakan brand loyalty hingga mencapai tingkat committed buyer. Ketika pelanggan sudah setia, mereka akan selalu datang kembali untuk menginap di hotel yang ditawarkan di situs Traveloka.
Kata kunci: strategi komunikasi, loyalitas merek, public relations hotel, hotel budget
Downloads
References
Andhriany, S. (2021). Strategi Komunikasi Public Relations Aston Imperium Hotel dalam Mempertahankan Kearifan Lokal di Era 4.0. Jurnal Ilmiah Komunikasi Makna, 9(1), 1. https://doi.org/10.30659/JIKM.V9I1.11355
Arkandana, M. T., Suganda, T. G., & Pramana, S. (2021). Hubungan Jumlah Tayangan Iklan Penawaran Penjualan dan Penyewaan Properti dengan PDRB Provinsi Bali Tahun 2019-2021 Dengan Menggunakan Big Data : Web Scraping. Seminar Nasional Official Statistics, 2021(1), 1083–1092. https://doi.org/10.34123/SEMNASOFFSTAT.V2021I1.1056
Astini, W. S., & Suyuthie, H. (2021). Strategi Pemasaran di Hotel Four Points by Sheraton Jakarta Pada Masa Covid-19. JURNAL KAJIAN PARIWISATA DAN BISNIS PERHOTELAN, 2(2), 116–126. https://doi.org/10.24036/JKPBP.V2I2.29372
Atmadjati, A. (2018). Layanan Prima Saat Ini. Yogyakarta: Deepublish.
Batoebara, M. U., & Zebua, D. (2021). Peran Public Relations Dalam Meningkatkan Citra Positif Hotel Santika Premiere Dyandra Medan. Network Media, 4(2), 20–39. https://doi.org/10.46576/jnm.v4i2.1403
Burke, R. J., & Hughes, J. C. (2018). Handbook of Human Resource Management in the Tourism and Hospitality Industries. In UK (Ed.). Edward Elgar Publishing.
Cannon, J. P., McCarthy, E. J., & Perreault, Jr., W. D. (2008). Pemasaran Dasar: Pendekatan Manajerial Global. Jakarta: Salemba Empat.
Chibili, M. N. (2019). Basic Management Accounting for the Hospitality Industry (2nd ed.). Routledge. https://doi.org/10.4324/9781003022305
Febriani, N. S., & Dewi, W. W. (2018). Teori dan Praktis : Riset Komunikasi Pemasaran Terpadu. Malang: UBPress.
Firmansyah, M. A. (2019). Pemasaran Produk dan Merek (Planning & Strategy). Pasuruan: CV. Penerbit Qiara Media.
Gursoy, D. (2017). The Routledge Handbook of Hospitality Marketing. New york: Routledge Handbooks Online. https://doi.org/10.4324/9781315445526
Handayani, T., & Fathoni, M. A. (2019). Buku Ajar Manajemen Pemasaran Islam. Yogyakarta: Deepublish Publisher.
Harumi, T. A. M., & Riana, I. G. (2019). Peran Mediasi Kepuasan Kerja Pada Pengaruh Keadilan Organisasional Terhadap Organizational Citizenship Behavior (Ocb). Distribusi - Journal of Management and Business, 7(1), 93–108. https://doi.org/10.29303/distribusi.v7i1.65
Hayati, R., & Achmadi, N. S. (2019). Pengaruh Bauran Pemasaran Terhadap Volume Penjualan Kamar Di Amaris Hotel Diponegoro Yogyakarta. Journal FAME: Journal Food and Beverage, Product and Services, Accomodation Industry, Entertainment Services, 1(2). https://doi.org/10.30813/fame.v1i2.1421
Ivanova, M., Ivanov, S., & Magnini, V. P. (2016). The Routledge Handbook of Hotel Chain Management. New york: Routledge.
Novia, M. A., Semmaila, B., & Imaduddin, I. (2020). Pengaruh kualitas Layanan Dan Kualitas Produk Terhadap Kepuasan Pelanggan. Tata Kelola, 7(2), 201–212. https://doi.org/10.52103/TATAKELOLA.V7I2.174
Puspaningrum, A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand Trust. Journal of Asian Finance, Economics and Business, 7(12), 951–958. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.951
Raharja, O. (2021). Kajian Kesiapan Pemerintah Kota Yogyakarta Untuk Penerapan Peraturan Walikota No. 3 Tahun 2014 Tentang Penyediaan Air Baku Usaha Perhotelan Di Kota Yogyakarta. Jurnal Rekayasa Lingkungan, 21(1). https://doi.org/10.37412/jrl.v21i1.88
Rossanty, Y., & dkk. (2018). Consumer Behavior in Millenial. In R. Franita (Ed.). Medan: Lembaga Penelitian dan PenulisanIlmiah Aqli.
Salman, & Haloho, H. N. Y. (2021). Pentingnya Integrated Marketing Communication Bagi Penggiat Pariwisata Kabupaten Belitung Timur. ABDIMAS Jurnal Pengabdian Kepada Masyarakat, 2(1), 27–27. https://doi.org/10.53008/ABDIMAS.V2I1.131
Sandy, S. R. A., & Juhanda, J. (2021). Analisis Strategi Pemasaran Pada Hotel Bintang III Dalam Situasi Pandemi COVID-19. Sadar Wisata: Jurnal Pariwisata, 4(1), 28–34. https://doi.org/10.32528/sw.v4i1.4950
Santoso, N. R., & Negoro, S. H. (2019). Public relations and tourism: finding public relations’ role in communicating tourist destination. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 3(2), 138. https://doi.org/10.25139/JSK.V3I2.1532
Septian Riasanti Mola, M., Iswardani Witarti, D., Studi Magister Ilmu Komunikasi, P., & Ilmu Komunikasi, F. (2020). Komunikasi Pemasaran Terpadu Dalam Pengembangan Pariwisata Ende Studi Kasus: Festival Danau Kelimutu. Communication, 11(1), 1–13. https://doi.org/10.36080/COMM.V11I1.1004
Sonya, M., & Santoso, N. R. (2018). Karakteristik Press Release Praktisi Public Relations Hotel Di Yogyakarta. Jurnal Ilmiah Komunikasi Makna, 6(1), 60. https://doi.org/10.30659/JIKM.6.1.60-70
Sudarsono, H. (2020). Buku Ajar: Manajemen Pemasaran. Jember: CV. Pustaka Abadi.
Walean, R. H., Harianja, H., & Karwur, E. N. (2020). Pengaruh Bauran Pemasaran Terhadap Minat Beli Konsumen Di Carrefour Transmart Kawanua. Klabat Journal of Management, 1(2), 20. https://doi.org/10.31154/kjm.v1i2.512.20-40
Copyright (c) 2022 Hayuning Purnama
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
- Articles published in Keluwih: Jurnal Sosial dan Humaniora are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license
- Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to Kluwih: Jurnal Sosial dan Humaniora to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
- By publishing in Keluwih: JSH, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.
Digital Object Identifier
Mendeley
