Analisis Kegiatan Komunikasi Pemasaran Terpadu Fave Hotel Olo Padang Pada Masa Pandemi Covid-19

Novia Antika, Rah Utami Nugrahani

Abstract

ABSTRAK Perekonomian Indonesia mengalami penurunan, hal ini disebabkan oleh adanya jenis virus baru atau pandemi Covid-19 (Corona Virus 2019) yang menyebar di berbagai wilayah Indonesia, penyebaran virus juga berdampak pada bidang Pariwisata Perhotelan. Situasi tersebut memaksa perusahaan hotel menyusun strategi baru dalam menjaga kestabilan pengunjung hotel, salah satunya pada Fave Hotel Olo Padang yang berada di pusat Kota Padang, Sumatera Barat. Fave Hotel Menyusun taktik baru dengan melakukan kegiatan pemasaran yang berbeda dari biasanya. Penelitian ini bertujuan untuk mengetehatui kegiatan komunikasi pemasaran yang dilakukan oleh Fave Hotel selama masa pandemi Covid-19 dan berfokus kepada kegiatan komunikasi pemasaran terpadu menurut Teori Komunikasi Pemasaran Terpadu dalam buku Philip Kotler dan Kevin Lane Keller yang berjudul Manajemen Pemasaran. Metode penelitian yang digunakan dalam penelitian yaitu metode deskriptif kualitatif dengan paradigma penelitian postpositivisme. Hasil penelitian yang ditemui dalam penelitian ini adalah selama masa pandemi Covid-19, Fave Hotel Olo Padang menggunakan kegiatan komunikasi pemasaran terpadu seperti promosi penjualan, hubungan masyarakat, pemasaran langsung, mulut ke mulut, dan penjualan personal. Kata Kunci: Komunikasi Pemasaran, Komunikasi Pemasaran Terpadu, Pandemi Covid-19, Fave Hotel. ABSTRACT The Indonesian economy has experienced a decline, this is due to the presence of a new type of virus or the Covid-19 pandemic (Corona Virus 2019) which has spread in various parts of Indonesia, the spread of the virus also has an impact on the field of Hospitality Tourism. This situation forces hotel companies to develop new strategies in maintaining the stability of hotel visitors, one of which is the Fave Hotel Olo Padang, which is in the center of Padang City, West Sumatra. Fave Hotel Devise new tactics by doing different marketing activities than usual. This study aims to determine the marketing communication activities carried out by Fave Hotels during the Covid-19 pandemic and focuses on integrated marketing communication activities according to the Integrated Marketing Communication Theory in Philip Kotler and Kevin Lane Keller's book entitled Marketing Management. The research method used in the study is a qualitative descriptive method with a postpositivism research paradigm. The results of the research found in this study were that during the Covid-19 pandemic, Fave Hotel Olo Padang used integrated marketing communication activities such as sales promotion, public relations, direct marketing, word of mouth, and personal selling. Keywords: Marketing Communication, Integrated Marketing Communication, Covid-19 Pandemic, Fave Hotel

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