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All Journal JURNAL HERITAGE Share : Journal of Service Learning Jurnal Pewarta Indonesia DIGICOM : Jurnal Komunikasi dan Media Prapanca : Jurnal Abdimas Jurnal Spektrum Komunikasi DIGICOM : Jurnal Komunikasi dan Media Prosiding Seminar Nasional Kusuma
Mochammad Arkansyah
Stikosa - AWS
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Strategi Digital Public Relations Aston Sidoarjo Hotel & Conference Center dalam Membangun Kesadaran Merek melalui Media Sosial Rifqi Fawwaz Musyaffa; Mochammad Arkansyah; Anita Agustina Wulandari; Aulia Afniar Rahmawati; Ni Nyoman Padang Cakra Binaraesa Ratnasari; Edelweis Putri Prima
Jurnal Spektrum Komunikasi Vol 14 No 2 (2026): Jurnal Spektrum Komunikasi : June 2026
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/spektrum.v14i2.1273

Abstract

The development of digital media has transformed marketing communication and public relations patterns in the hospitality sector. Social media has become an effective platform for building relationships with consumers while also increasing brand awareness. This study aims to determine the Digital Public Relations strategy implemented by Aston Sidoarjo Hotel & Conference Center in building brand awareness through social media. The research employed a descriptive qualitative method with a case study approach. Data collection techniques included in-depth interviews, social media observations, and documentation. The research informants consisted of parties from Aston Sidoarjo City Hotel who actively use social media as a promotional and communication tool with consumers. The results showed that the Digital Public Relations strategy implemented by Aston Sidoarjo City Hotel includes the utilization of Instagram and TikTok as digital promotional media, the use of attractive visual content, active interaction with consumers through comments and direct messages, the use of customer testimonials, and product storytelling to enhance emotional closeness with audiences. These strategies were considered effective in increasing the brand awareness of Aston Sidoarjo City Hotel among the public, especially digital consumers. This study demonstrates that social media plays an important role in building the image and brand awareness of hotels in the digital era.
Co-Authors Alhakim, Irya Dimas Ananda ACP Anita Agustina Wulandari Arfiyansyah Arman DP Athok Murtadhlo Aulia Afniar Rahmawati Aulia Afniar Rahmawati Aza Ruvidyansah Deassy Ratna Juwita Sari Dian Eka Safitri Edelweis Putri Prima Fachmi Adi Pratama Gabriela NVM Haq, Fitri Rahmatulloh Nur Jevon Putri Ayunovem Samino Jokhanan Kristiyono Kitabbulloh, Ramadhan Laylyyatus SN Lucky Cahyo Kurniawan Lucky Kurniawan Mahardiko M. Nashoihul Ibad Maghiesswara Bayu W.J Miftahol Anwar Mistika Ayu Wulandari Mohammad Hamzah Monica Lewinsky Ni Nyoman Padang Cakra Binaraesa Ratnasari Nisfa AS Puspitasari, Errita Dian Putra Yudha Raka Putra S Ratna Puspita Sari, Ratna Puspita Redi Panuju Rere Isa Shangpari Musti Rifqi Fawwaz Musyaffa Sella DS Syachwaldan Rizky Fadillah Vidayat Veronika Imanuel Puraji Wishal FK Wiwin PA Wulandari , Anita Agustina Yoga Mega Yuga Adi Kusuma Yunita Indinabila Yunita Kusumawati