Strategi Komunikasi Pemasaran Sari Ater Hotel & Resort Melalui Instagram Selama Pandemi Covid-19

Dina Yuhanida, Indra Novianto Adibayu Pamungkas

Abstract

Abstract COVID-19 pandemic had an impact the marketing tourism sector, West Java experienced a 49.57% decline in tourists at the beginning of pandemic (Diskominfo Jabar 2020). Sari Ater hotels & resorts use Instagram as their main communication during the COVID-19 pandemic. This research presents concept of effective marketing communication strategy developed by Machfoedz (2010). This study uses interpretive paradigm, descriptive qualitative methods, Miles and Huberman data analysis techniques. The aim is to describe the marketing communication strategy implemented by Sari Ater hotels & resorts through Instagram during the COVID-19 pandemic between March 2020-November 2021. The results of this study, the strategy of the message contains information regarding rates, services and facilities are delivered based on health protocols. The creative form of the message is conveyed through a of rational and emotional message. In the media strategy, Sari Ater selected social media and then chose Instagram as means of marketing communication during the COVID-19 pandemic. Sari Ater determines best time and location to share messages with audience so it becomes consumer gap. Conclusion of this study, there is a change in marketing communication strategy on Instagram Sari Ater hotels & resorts during COVID19 pandemic. Keywords: Strategy, Marketing Communication, Tourism, Instagram, COVID-19 Abstrak Pandemi COVID-19 berdampak pada pemasaran sektor pariwisata, Jawa Barat mengalami penurunan wisatawan 49,57% di awal pandemi (Diskominfo Jabar 2020). Sari Ater hotel & resort menggunakan Instagram sebagai komunikasi utamanya selama pandemi COVID-19. Penelitian ini menghadirkan konsep strategi komunikasi pemasaran yang efektif dikembangkan oleh Machfoedz (2010). Penelitian ini menggunakan paradigma interpretif, metode kualitatif deskriptif, teknik analisis data model Miles dan Huberman. Tujuannya untuk mendeskripsikan strategi komunikasi pemasaran Sari Ater hotel & resort melalui Instagram selama pandemi COVID-19 pada periode Maret 2020-November 2021. Hasil penelitian ini, strategi pesan isi informasi komunikasi mengenai rate harga, pelayanan dan fasilitas disampaikan based on protokol kesehatan. Bentuk kreatif pesan disampaikan dalam bentuk pesan rasional dan emosional. Pada strategi media, Sari Ater menyeleksi media sosial kemudian memilih Instagram sebagai sarana komunikasi pemasaran selama pandemi COVID-19. Sari Ater menentukan waktu dan lokasi terbaik untuk membagikan pesan kepada audience sehingga menjadi celah konsumen. Kesimpulan penelitian ini, terdapat perubahan strategi komunikasi pemasaran di Instagram Sari Ater hotel & resort selama pandemi COVID-19. Kata Kunci: Strategi, Komunikasi Pemasaran, Pariwisata, Instagram, COVID-19

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