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M. Miftah Farid
Universitas Islam Negeri Raden Fatah Palembang
Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Analisis Strategi Pemasaran Product, Price, Place, Promotion (4p) Airish Hotel Palembang Dalam Meningkatkan Daya Tarik Konsumen Alfin Renaldi; M. Miftah Farid
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.6618

Abstract

As the number of hotels increases and customer demands diversify, the hotel industry in Palembang City is experiencing increasingly fierce competition. In this situation, every hotel must use appropriate and integrated marketing strategies to maintain its existence and increase customer appeal. As a three-star hotel in the area, Airish Hotel Palembang uses a four P marketing mix strategy, which includes product, price, place, and promotion. Based on the results of an internship focused on marketing communications, this study examines the application of the 4Ps marketing concept at Airish Hotel Palembang. This study uses a descriptive qualitative approach. Data were collected through direct observation, examination of internal hotel documentation, and secondary data searches from official and reliable sources during the period 2022–2025. The results of the study indicate that Airish Hotel Palembang has consistently used the 4Ps marketing strategy. This strategy includes creating service products and facilities that are in line with the market segment, setting competitive prices, using the hotel's location and physical facilities as added value, and prioritizing customer experience and satisfaction in promotional activities. Building a positive image and increasing customer attraction to Airish Hotel Palembang is aided by the use of this marketing mix. It is hoped that this study will become an academic and practical reference for.
Komunikasi Pemasaran Kamar Hotel Melalui Media Sosial Tiktok Dalam Meningkatkan Minat Hunian Deco Viesta Alam; M. Miftah Farid
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.6622

Abstract

The development of social media has brought significant changes to the marketing communication strategies of the hospitality industry, particularly in efforts to increase room occupancy rates. TikTok has become one of the most widely used platforms due to its ability to present visual content creatively, concisely, and easily reach a broad audience. This research aims to analyze hotel room marketing communication thru the social media platform TikTok in order to increase occupancy interest. The research method used is qualitative with a descriptive approach. Data collection techniques were carried out thru observation of hotel room promotion content on TikTok, documentation, and relevant literature studies. The research results indicate that utilizing TikTok as a marketing communication medium is effective in attracting the attention of potential guests thru informative, visually appealing, and persuasive content, such as showcasing room facilities, price promotions, and guest experiences. Additionally, audience interaction thru comment, like, and share features contributes to building trust and increasing consumer engagement. Thus, TikTok serves as a strategic and effective marketing communication medium in increasing interest in hotel room occupancy.
Optimalisasi Digital Marketing Airish Hotel Palembang Sebagai Srategi Kompetitif Industri Perhotelan Di Era Teknologi Informasi Rifki Imayan; M. Miftah Farid
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.6625

Abstract

Marketing strategies in the hospitality industry have changed significantly as a result of advances in information technology, particularly in terms of the use of digital marketing to increase competitiveness. As part of the hospitality industry, Airish Hotel Palembang must adapt to customer behavior that increasingly relies on digital media to obtain information and make accommodation decisions. The purpose of this study is to examine how Airish Hotel Palembang uses digital marketing optimization strategies to compete in the IT era. This research was conducted using a qualitative descriptive approach that employed observation, and documentation as data collection methods. The results showed that building the hotel's image, increasing brand visibility, and reaching a wider market were influenced by the use of informative and visual digital content, such as social media and the official website. However, there are still several issues that need to be addressed, such as limited content consistency and customer interaction management. Therefore, for Airish Hotel Palembang to remain competitive amid fierce competition in the hospitality industry in the IT era, digital marketing optimization must be carried out in a planned and sustainable manner.
Co-Authors Alfin Renaldi Deco Viesta Alam Rifki Imayan