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p-Index From 2021 - 2026
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All Journal Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi)
Ika Sartika
IPB University
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management

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Peran Marketing Communication dalam Membangun Brand Awareness di The Highland Park Resort Hotel Bogor Hervina Afrianti Rahayu; Ika Sartika
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 10 No 3 (2026): JULY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v10i3.5993

Abstract

Competition in the hospitality industry demands that every brand build strong brand awareness, especially for hotels that provide tourist destinations such as The Highland Park Resort Hotel Bogor. This study aims to analyze the role of marketing communication in building brand awareness through the implementation of integrated marketing communications. The method used is descriptive qualitative through in-depth interviews with the marketing communications team, as well as observation of marketing activities. The results show that the use of Integrated Marketing Communication (IMC) elements such as social media, advertising, public relations, sales promotions, and direct communication can increase brand attention and recognition. Instagram profile visits increased by 78.9% during the digital campaign, while Google Ads generated 8,180 impressions, 441 clicks, with a CTR of 5.39%. These findings indicate that IMC contributes to increasing brand recognition and brand recall sustainably in the hospitality sector. Supporting factors for success include visual identity consistency, internal team coordination, utilization of social media insights, and product excellence as a one-stop destination.
Strategi Komunikasi Public Relation Agency sebagai Konsultan dalam Menangani Kebutuhan Klien di Industri Teknologi Mutiara Dwi Putri; Ika Sartika; Renny Soelistiyowati
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 10 No 3 (2026): JULY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v10i3.6140

Abstract

This study analyzes the communication strategies of PR agencies that act as consultants in supporting the needs of clients in the technology industry. This research uses a descriptive qualitative approach through in-depth interviews with KlikPR managers and direct observation. The findings show that KlikPR's communication strategy follows three communication objectives, namely to secure understanding, to establish acceptance, and to motivate action. KlikPR prioritizes open communication, regular coordination, and participatory work practices to strengthen relationships with clients. This strategy is based on the theory of organizational communication flow through the aspect of downward communication, which serves to convey strategic directions and context, while upward communication facilitates the exchange of ideas, reporting, and evaluation. With an integrated and transparent communication approach, KlikPR is able to maintain client trust and build long-term partnerships.
Co-Authors Fuja Wahyudi Hervina Afrianti Rahayu Mutiara Dwi Putri Renny Soelistiyowati