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Unang arifin
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UPT Publikasi Ilmiah, Universitas Islam Bandung. Jl. Tamansari No. 20, Bandung 40116, Indonesia, Tlp +62 22 420 3368, +62 22 426 3895 ext. 6891
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Bandung Conference Series: Communication Management
Published by Universitas Islam Bandung
ISSN : -     EISSN : 28282183     DOI : https://doi.org/10.29313/bcscm.v2i2
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Bandung Conference Series: Communication Management (BCSCM) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Manajemen Komunikasi dengan ruang lingkup diantaranya adalah Awareness, Brand equity, Brand Image, Connecting Community Building, Content Creation, Content Sharing, Daya Tarik Iklan, Drama Televisi, Event, Gaya Hidup, Interior Display, Jingle, Kampanye, Keputusan Pembelian, Keterikatan Pelanggan, Komunikasi antar pribadi, Komunikasi Pemasaran, Konsep Diri, Kredibilitas Komunikator, Kualitas Pelayanan, Literasi Media, Loyalitas Konsumen Manajemen branding, Media Sosial, Minat Beli Konsumen, Online Review, Pemasaran Konten, Penjualan produk, Persepsi Budaya, Personal Branding, Promosi online, Sikap, Store Atmospheredan Layout, Tagline, Terpaan Media, Tindakan Membeli, Transportasi Online, Ujaran Kebencian, Website, Word of Mouth. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 1 Documents
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Peran Marketing Communication dalam Promosi Hotel Courtyard by Marriott Bandung Dago Puput Saskia; Nita Rustanti
Bandung Conference Series: Communication Management 793 - 802
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.26319

Abstract

This study aims to determine the role of Marketing Communication in supporting promotional activities, identify the most dominant promotional media used, and identify the obstacles faced by Marketing Communication along with the efforts to overcome them at Courtyard by Marriott Bandung Dago Hotel. This study uses a qualitative approach with a descriptive qualitative design. Data were collected through interviews, observations, and documentation with three informants, namely the Assistant Marketing Communication Manager, Graphic Designer, and Assistant Sales Catering and Event Manager. The results show that Marketing Communication plays a strategic role including brand communication management, promotional campaign planning, and cross-divisional coordination. The most dominant promotional media used are social media, particularly Instagram, and Online Travel Agent (OTA). The obstacles faced include limited human resources, content revision processes, rapid changes in promotional information, limited digital marketing budget, and high hotel competition in Bandung City. Penelitian ini bertujuan untuk mengetahui peran Marketing Communication dalam mendukung kegiatan promosi, mengidentifikasi media promosi yang paling dominan digunakan, serta mengetahui kendala yang dihadapi Marketing Communication beserta upaya mengatasinya di Hotel Courtyard by Marriott Bandung Dago. Penelitian ini menggunakan pendekatan kualitatif dengan desain deskriptif kualitatif. Data dikumpulkan melalui wawancara, observasi, dan dokumentasi dengan tiga informan yaitu Assistant Marketing Communication Manager, Graphic Designer, dan Assistant Sales Catering and Event Manager. Hasil penelitian menunjukkan bahwa Marketing Communication menjalankan peran strategis meliputi pengelolaan komunikasi brand, perencanaan campaign promosi, dan koordinasi lintas divisi. Media promosi yang paling dominan digunakan adalah media sosial khususnya Instagram dan Online Travel Agent (OTA). Kendala yang dihadapi meliputi keterbatasan sumber daya manusia, proses revisi konten, cepatnya perubahan informasi promosi, keterbatasan anggaran digital marketing, dan tingginya persaingan hotel di Kota Bandung.

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