CD Skripsi

Strategi Komunikasi Pemasaran Dalam Meningkatkan Loyalitas Pelanggan Hotel Grand Elite Pekanbaru

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It was recorded that in 2020 in Pekanbaru City there were 66 star hotels with 6,379 rooms and 8,900 beds. In the same year there were 84 non-star hotels with 2684 hotel rooms and 3,675 beds. Meanwhile, in 2021 in Pekanbaru City there are 66 star hotels with 6,470 rooms and 9,185 beds. In the same year there are 75 non-star hotels with 2,609 hotel rooms and 3,455 beds. The increasing number of hotels in Pekanbaru city makes each hotel must be able to compete with other hotel competitors. Grand Elite Hotel Pekanbaru was established on December 26, 2005. Of course, there have been many marketing activities, especially marketing communication strategies managed by Grand Elite Hotel Pekanbaru in increasing customer loyalty. This research aims to provide understanding, description, insight and relevant information specifically on marketing communication strategies, and can be taken into consideration for marketing practitioners in increasing customer loyalty.
The research approach used in this research is a qualitative approach with descriptive studies. The location of this research was carried out directly at the Grand Elite Hotel Pekanbaru, precisely at the Riau Business Center Complex, Jl. Riau, Pekanbaru 28292, Indonesia. The research subjects were internal and external parties of Grand Elite Hotel Pekanbaru which were selected using purposive technique. Data collection techniques are interviews, observation and documentation. Data analysis techniques using interactive Miles and Huberman. While the technique of checking the validity of the data is by extending observation, persistence of observation and triangulation.
The results showed that the marketing activities carried out by Grand Elite Hotel Pekanbaru were very diverse. The marketing communication strategy is implemented in line with the promotion mix concept developed by Nickels. The special program of marketing communication strategy in increasing customer loyalty is by categorizing customers based on the frequency of customers in using hotel services that are done automatically by the system. Then potential customers are found and then the customer can be categorized as a loyal customer at Grand

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901156332

Penerbit

Pekanbaru : Universitas Riau – FISIPOL – Ilmu Komunikasi., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901156332

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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