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All Journal Jurnal EMT KITA Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi)
Saputra, Andien Putri Aliffia
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Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Strategi Marketing Communication sebagai Upaya Mempertahankan Eksistensi Lido Lake Resort by MNC Hotel Pasca Akuisisi Saputra, Andien Putri Aliffia; Suparman, Suparman
Jurnal EMT KITA Vol 10 No 2 (2026): APRIL 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/emt.v10i2.5779

Abstract

This study aims to analyze the marketing communication strategy implemented by Lido Lake Resort by MNC Hotel in maintaining brand existence after its acquisition by MNC Land. A qualitative descriptive approach was applied, utilizing observation, in-depth interviews, and documentation. Informants including marketing managers, and communication staff were selected through purposive sampling. Data were analyzed using thematic analysis involving coding, categorization, and theme development, validated through source triangulation and member checking. The results reveal three main findings: (1) 85–90% of the marketing budget was allocated to digital channels emphasizing social media optimization, (2) influencer collaboration became the core strategy to expand market reach and engagement, and (3) synergy within the MNC ecosystem and the Special Economic Zone (KEK) Lido City strengthened hotel visibility and brand perception. Effectiveness was reflected through digital interaction growth, audience reach expansion, and improved brand image among guests. The findings highlight the importance of consistent cross-channel messaging and brand identity reinforcement during post-acquisition integration.
Pengelolaan Meta Business Suite sebagai Media Komunikasi Digital Hotel Novotel Jakarta Gajah Mada Saputra, Andien Putri Aliffia; Dharmawan, Leonard
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 10 No 4 (2026): OCTOBER 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.v10i4.6928

Abstract

This study analyzes the management of Meta Business Suite (MBS) and the use of the Koddie platform as digital communication media at Hotel Novotel Jakarta Gajah Mada. Using a descriptive qualitative case study approach, this research examines managerial processes based on the POAE framework through data triangulation. The findings reveal that MBS functions as a daily operational hub integrated with Koddie for budget management and cross-channel media placement. Key issues identified include a significant decline in Instagram organic engagement by 95.8% and the dominance of bookings through Online Travel Agents (OTA) rather than the official hotel website. While in-house management provides advantages in message control and coordination flexibility, improvements are needed in visual content strategy and website user journey to enhance audience engagement and conversion in a competitive digital landscape.
Co-Authors Leonard Dharmawan Suparman Suparman