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All Journal Jurnal Komunikasi Pembangunan Channel : Jurnal Komunikasi Journal of Communication Sciences (JCoS) Jurnal Jurnalisa : Jurnal Jurusan Jurnalistik Dedikasi: Jurnal Pengabdian Masyarakat Jurnal Politikom Indonesiana Acta Diurna: Jurnal Ilmu Komunikasi Journal of Tourism Sustainability Palakka : Media and Islamic Coummunication
Mufid Salim
Universitas Ahmad Dahlan
Religion Arts Humanities Decision Sciences, Operations Research & Management Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Journal : Journal of Communication Sciences (JCoS)

 1 
STRATEGI MARKETING PUBLIC RELATIONS HOTEL NEO MALIOBORO DALAM MENINGKATKAN PENGUNJUNG DI MASA PANDEMI COVID-19 Wahyu Rasyidi; Mufid Salim
Journal of Communication Sciences (JCoS) Vol 4, No 2 (2022): April 2022
Publisher : Program of Communication Sciences, Faculty of Social and Political Sciences, UIM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55638/jcos.v4i2.670

Abstract

Hotel NEO Malioboro adalah salah satu penginapan berbintang tiga yang ada di Yogyakarta. Hotel yang berada bawah manajemen Archipelago International ini menjanjikan brand yang kekinian dengan ruang interior yang modern dan cantik. NEO Malioboro menjadi andalan pariwisatawan luar kota untuk menginap karena letaknya yang sangat strategis dari pusat kota. Virus Corona membuat Hotel NEO Malioboro kehilangan pengunjung. Kebijakan pemerintah yang berujung pada pembatasan kegiatan masyarakat membuat pariwisata kembali ditutup demi terputusnya mata rantai penyebaran Virus Corona.Penelitian ini bertujuan untuk menganalisis bagaimana peran dan penanganan seorang public relations menghadapi situasi pandemi dan krisis pengunjung yang sedang menimpa Hotel NEO Malioboro. Semua langkah-langkah public relations Hotel NEO akan dianalisa dalam menangani krisis pengunjung dan meningkatkan brand posoitif ke ranah publik. Oleh sebab itu peran public relations sangatlah diperlukan untuk mengatasi potensi tersebut agar Hotel NEO tidak tutup usia diterjang badai pandemi Covid-19. Metode penelitian ini menggunakan pendekatan penelitian deskriptif kualitatif, dengan Hotel NEO Malioboro sebagai objek penelitian. Penelitian ini menggunakan teknik pengumpulan data berdasarkan wawancara secara mendalam, observasi, dan dokumentasi. Narasumber merupakan public relations, Director of sales, dan Grapich designer, sedangkan tiga narasumber lagi berasal dari responden/pengunjung. Analisis data dibagi menjadi tiga tahap yaitu reduksi data, display data, verifikasi dan simpulan. Metode triangulasi menjadi salah satu pengukur keabsahan dan kebenaran data melalui validasi data. Hasil dari penelitian ini menunjukkan bahwa strategi marketing yang dilakukan public relations menggunakan pola pull strategy, pass strategy, dan push strategy dengan cara mempertahankan loyalitas pelanggan kemudian dibreakdown dengan proses strategi public reations melalui tahap defining problem, planning and programming, taking action and communication, dan diakhiri dengan evaluation. Jumlah pengunjung Hotel NEO Malioboro mengalami peningkatan yang drastis setelah PPKM. Menurut data insight viewers di berbagai media sosial juga mengalami peningkatan. Penggunaan strategi marketing public relations bisa dikatakan mampu menarik pengunjung kembali pada Hotel NEO Malioboro yang mengalami krisis pengunjung. 
Evaluasi Proses Manajemen Program CSR Kemitraan (Studi Kasus Program Kemitraan dan Kebinaan Lingkungan PT. Madubaru) Dwiyan Mayangsari; Mufid Salim; Virna Julia Kahar; Shella Aprilliya; Firhan Ardhiyansyah; Ragil Ilmiawan
Journal of Communication Sciences (JCoS) Vol 2, No 2 (2020): April
Publisher : Program of Communication Sciences, Faculty of Social and Political Sciences, UIM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55638/jcos.v2i2.465

Abstract

CSR (Corporate Social Responsibility) can be defined as a form of corporate concern for the company's external stakeholders. CSR is a very important program to establish cooperation and gain trust from the community around the company. Through CSR programs, companies can contribute to facilitate and support community programs in various aspects such as the natural environment, social, and so forth. The importance of CSR as part of the company's activities is also recognized by PT. Madubaru. The objective of implementing this program is to create harmony between the company and the surrounding communities. PT. Madubaru itself has a CSR program in the form of a partnership program. The form of activities of the partnership program namely, in the form of long-term loans or working capital loans aimed at fostered partners of PT. Madubaru himself. The target of this program is Small and Medium Enterprises (SMEs) which fall within the criteria for the requirements. Retrieval of data in this study using interview techniques, and direct surveys in the field. In carrying out direct survey researchers visited PT. Madubaru in October 2019. PT Madu Baru conducted a CSR management process starting from Situation Analysis, Strategy, Implementation, and Evaluation. In implementing the partnership program at PT. Madubaru is running smoothly and by CSR planning theory, but external constraints are not running according to the company targets that have been determined. 
Strategi Marketing Public Relations Hotel Neo Malioboro dalam Meningkatkan Pengunjung di Masa Pandemi Covid-19 Wahyu Rasyidi; Mufid Salim
Journal of Communication Sciences (JCoS) Vol. 4 No. 2 (2022): April 2022
Publisher : Departement of Communication Sciences, Faculty of Social and Political Sciences, UIM

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (42.487 KB) | DOI: 10.55638/jcos.v4i2.344

Abstract

Yogyakarta's Hotel NEO Malioboro is one of the city's three-star lodgings. This hotel, which is under the management of Archipelago International, promises a modern brand with modern and beautiful interior spaces. NEO Malioboro is a mainstay for out-of-town tourists to stay because of its very strategic location from the city center. Coronavirus makes Hotel NEO Malioboro lose visitors. Government policies that led to restrictions on community activities made tourism closed again breaking the chain of the spread of the Corona Virus. This study aims to analyze how the role and handling of a public relations officer in dealing with the pandemic situation and visitor crisis that befell Hotel NEO Malioboro. Hotel NEO's public relations measures will be analyzed to deal with the visitor crisis and increase the positive brand in the public sphere. So with that, the role of public relations is very necessary to overcome this potential so that Hotel NEO does not die in the storm of the Covid-19 pandemic. This research method uses a qualitative descriptive research approach, with Hotel NEO Malioboro as the object of research. This study uses data collection techniques based on in-depth interviews, observations, and documentation. The resource persons are public relations, the Director of sales, and a Graphic designer, while the other three speakers are respondents/visitors. Data analysis is divided into three stages: data reduction, data display, verification, and conclusion. The triangulation method is a measure of the validity and correctness of the data through data validation. The results of this study indicate that the marketing strategy carried out by public relations uses a pull strategy, pass strategy, and push strategy by maintaining customer loyalty and then is broken down with a public relations strategy process through the stages of defining problems, planning, and programming, taking action and communication, and ends with an evaluation. The number of visitors to Hotel NEO Malioboro has increased drastically after PPKM. According to insight data, viewers on various social media have also increased. The use of marketing public relations strategies can be said to be able to attract visitors back to Hotel NEO Malioboro which is experiencing a visitor crisis.
Co-Authors Adela Gita N Anugerah Bella T Dwiyan Mayangsari Fiolita Desyana Firhan Ardhiyansyah Fitrinanda An Nur Galih Andriansyah Putra Geral Al Hadaq Hariyanti, Nunik Helena Elmydea Shinta Heni Siswantari Husna Putri Pertiwi Jasrial Jasrial Kirti Dang Longani Lana Qurratul A Nadila Wahyuni Putri, Ivon Sandya Sari Ragil Ilmiawan Retnosyari Septiyani Ridha Azka Raga Ronaldi Safitra Rustono Farady Marta Rustono Farady Marta Rustono Marta Sarah, Ira Siti Shella Aprilliya Silvia Indah Permatasari Tiara Risky Timotius Saliman Virna Julia Kahar Wahidah Mahanani Rahayu Wahyu Rasyidi