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All Journal Ilomata International Journal of Social Science The Eastasouth Management and Business West Science Social and Humanities Studies The Eastasouth Journal of Social Science and Humanities
Lena, Pratika Martha
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : The Eastasouth Management and Business

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Public Relations Strategy in Improving Reputation of Crystal Hotel Lena, Pratika Martha; Lusianawati, Hayu
The Eastasouth Management and Business Vol. 3 No. 01 (2024): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i1.337

Abstract

The hospitality industry, including Crystal Hotel, faced significant challenges during the COVID-19 pandemic. Public Relations (PR) strategies play a crucial role in maintaining and improving the reputation of businesses in such adverse conditions. This study explores the PR strategies applied by Crystal Hotel to enhance its reputation in the highly competitive South Jakarta market. The study utilized qualitative methods, including interviews and observations, focusing on key informants such as the hotel's Public Relations team, front office management, and loyal guests. The results highlight the significance of implementing a SWOT analysis and using the POAC framework (Planning, Organizing, Actuating, Controlling) to guide the hotel's public relations activities. This approach has contributed to the hotel's increased visibility and customer loyalty, ultimately improving its reputation.
The Effect of Location, Price, Product Quality and Services in Improving the Reputation of Kristal Hotel: Social and Applied Statistics Lena, Pratika Martha
The Eastasouth Management and Business Vol. 3 No. 02 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i02.411

Abstract

This study will analyze the influence of location, price, and product/service quality on the reputation of Hotel Kristal, a four-star business hotel located in South Jakarta. A quantitative approach was used in this study with a sample size of 30 respondents. Data analysis was carried out using descriptive statistics, correlation analysis, and multiple linear regression through SPSS version 25. From the results of this study, it can be seen that the three independent variables significantly affect the dependent variable, with product/service quality having the strongest influence. The regression model explains 72% of the variation in reputation. These results emphasize maintaining high-quality service and utilizing strategic locations to enhance hotel reputation. This study also shows that effective pricing strategies are needed to attract and retain customers in a competitive market. Recommendations for hotel management and future research directions are also discussed.
Co-Authors Alifahmi, Hifni D, Vita Balqis Dinda Dwimanda Wahyuningtias, Dinda Dwimanda Lusianawati, Hayu Maryami Yosia, Sherin