Strategi Public Relations Hotel Budget di Surabaya Dalam Membentuk Brand Loyalty
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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
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