<![CDATA[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.]]>
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