MARKETING PUBLIC RELATIONS STRATEGY IN WEDDING PARTY EVENTS AT HORISON HOTEL BEKASI
##plugins.themes.EpsilonTheme.article.main##
Rismandha Kusuma Pratama*
Rosita Anggraini
Currently, hotel services do not stop at providing the best rooms, but also include a variety of experiences, one of which is the wedding party event service as a special event. However, with the Covid- 19 pandemic, the hotel business had to re-think so that the business could run and survive. One of the hotels that has been able to survive the pandemic that also offers wedding party event services is the Horison Ultima Bekasi hotel. The purpose of this study was to determine the marketing public relations strategy in the wedding party event at the Horison Bekasi hotel. The theory used in this study is the marketing public relations strategy of Thomas L. Harris which consists of a pull, push, and pass strategy. This research approach is qualitative. This type of research is descriptive. Information obtained from 4 informants. Data collection techniques through interviews, observation, and documentation. Data analysis techniques through the stages of data reduction, data presentation, drawing conclusions, and data verification. The results of the study show that the Horison Bekasi hotel uses conventional media and social media for publicity as a pull strategy, improving service quality and promos as a push strategy, as well as maintaining good relations with consumers and customer testimonials as a pass strategy. This is in accordance with the MPR strategy model put forward by Thomas L. Harris, namely the pull, push, and pass strategy.
Afiifah Al Rosyiidah, S. S. (2020). Public Relations From Science To Practice Spesifikasi (Vol. 225). Duta Media Publishing.
Agung, J. (2013). Strategi Public Relations. Gramedia Pustaka Utama.
Akbar. (2021). Public Relations. Ikatan Guru Indonesia. Https://Books.Google.Co.Id/Books?Id=Hlije Aaaqbaj
Ali, D. S. F. (2017). Marketing Public Relations–Diantara Penjualan Dan Pencitraan. Deepublish.
Almyra, S., & Drajat, M. S. (2022). Aktivitas Public Relations Hotel Harper By Aston Melalui Media Sosial Di Masa Pandemi. Bandung Conference Series: Public Relations, 2(1), 360–368.
Amellia, R., Musta’an, M., & Putri, S. N. R. (2019). Implementasi Manajemen Event Pada Divisi Public Relations The Sunan Hotel Solo. Universitas Sahid Surakarta.
Andhriany, S. (2021). Strategi Komunikasi Public Relations Aston Imperium Hotel Dalam Mempertahankan Kearifan Lokal Di Era 4.0. Jurnal Ilmiah Komunikasi Makna, 9(1), 1–13.
Anggito, A., & Setiawan, J. (2018). Metodologi Penelitian Kualitatif. Cv Jejak (Jejak Publisher).
Annisya, V. (2019). Strategi Marketing Public Relations D’besto Dalam Membangun Brand Awareness Melalui Instagram. Proceeding Humanis Universitas Pamulang, 377–384.
Choesrani, D. Z. (2020). Kegiatan Public Relations Dalam Meningkatkan Citra Hotel Salak The Heritage Bogor. Jurnal British, 1(1), 14–22.
Coates, M., Babiuk, C., Braun, S. L., Campbell, W., Cooper, J. E. C., D’angelo, M., Fleming, A. F., Lavigne, M. H., Lemon, D., & Mackenzie, A. G. (2015). Fundamentals Of Public Relations And Marketing Communications In Canada. University Of Alberta.
Evita, E., & Setyanto, Y. (2018). Strategi Marketing Public Relations Dalam Meningkatkan Jumlah Pelanggan Di Pt. Bach Multi Global. Prologia, 2(2), 312–319.
Fajaria, R. M., Srisusilawati, P., & Hamdani, F. F. R. S. (2020). Pengaruh Marketing Public Relations Dalam Peningkatan Jumlah Konsumen Di Narapati Syariah Hotel Bandung. Prosiding Hukum Ekonomi Syariah, 6(2), 482–486.
Fullchis Nurtjahjani, M. M., & Trivena, S. M. (2018). Public Relation, Citra Dan Praktek: Public Relation, Citra Dan Praktek (Vol. 1). Upt Percetakan Dan Penerbitan Polinema.
Haningtyas, A. (2018). Peran Public Relations Dalam Meningkatkan Citra Hotel Sahid Melalui Event Yoga. Jurnal Riset Komunikasi, 1(2), 191–202.
Haryono, C. G. (2020). Ragam Metode Penelitian Kualitatif Komunikasi. Cv Jejak (Jejak Publisher).
Hasybullah, M. A. (2019). Manajemen Special Event Upacara Adat" Seren Taun" Cigugur Kuningan. Communicatus: Jurnal Ilmu Komunikasi, 3(1), 53–68.
Krestanto, H. (2019). Strategi Dan Usaha Reservasi Untuk Meningkatkan Tingkat Hunian Di Grand Orchid Hotel Yogyakarta. Media Wisata, 17(1).
Mahmudah, F. N. (2021). Analisis Data Penelitian Kualitatif Manajemen Pendidikan Berbantuan Software Atlas. Ti Versi 8. Uad Press.
Mani, L., & Anggita, S. (2021). Public Relations Activity To Shape Brand Awareness Of Lounge And Bar In Jakarta. 2nd Southeast Asian Academic Forum On Sustainable Development (Sea-Afsid 2018), 152–156.
Mujianto, H. (2019). Peranan Strategi Public Relations Terhadap Citra Perusahaan (Studi Kasus Pada Hotel Grand Kopo Bandung). Jurnal Komunikasi Universitas Garut: Hasil Pemikiran Dan Penelitian, 4(2), 65–74.
Nainggolan, M. H., & Andryani, K. (2022). Aktivitas Marketing Public Relations The Alana Yogyakarta Hotel & Convention Center Dalam Meningkatkan Minat Pengunjung Pada Masa Pandemi Covid-19. Literasi: Jurnal Ilmu Komunikasi, 1(1).
Noviastuti, N., & Cahyadi, D. A. (2020). Peran Reservasi Dalam Meningkatkan Pelayanan Terhadap Tamu Di Hotel Novotel Lampung. Jurnal Nusantara, 3(1).
Rahmadani, F., & Andrini, S. (2021). Strategi Public Relations Dalam Membangun Citra Perusahaan Melalui Pameran Indonesia International Motor Show (Iims). Jurnal Audience: Jurnal Ilmu Komunikasi, 4(01), 38–59.
Ruliana, P., Lestari, P., & Andrini, S. (2019). Model Komunikasi Korporat Sari Ater Hotel & Resort Dalam Menghadapi Revolusi Industri 4.0. Jurnal Aspikom, 4(1), 60–82.
Sari, T. P., & Aras, M. (2021). Marketing Public Relations Program (Mpr) For Creating The Brand Image Of Pelni Jakarta Hospital. 2nd Southeast Asian Academic Forum On Sustainable Development (Sea-Afsid 2018), 157–161.
Subandi, S. (2011). Deskripsi Kualitatif Sebagai Satu Metode Dalam Penelitian Pertunjukan. Harmonia Journal Of Arts Research And Education, 11(2), 62082.
Sudibyo, A. G. (2021). Strategi Marketing Public Relations Dalam Meningkatkan Brand Image Pt. Brodo Ganesha Indonesia 2019 (Studi Deskriptif: Kolaborasi Brodo X Chicco Jerikho). Inter Script: Journal Of Creative Communication, 2(1).
Sugiyono. (2014). Metode Penelitian (Pendekatan Kuantitaif, Kualitatif Dan R&D). In Cv. Alfabeta.
Sukmananda, F. A., & Panindriya, S. T. (2021). Analisis Peran Public Relations Dalam Membentuk Citra Hotel Ra Premiere Simatupang Melalui Kampanye “We Act.” Source: Jurnal Ilmu Komunikasi, 7(1), 73–86.
Suwendra, I. W. (2018). Metodologi Penelitian Kualitatif Dalam Ilmu Sosial, Pendidikan, Kebudayaan Dan Keagamaan. Nilacakra.
Wijaya, H. (2019). Analisis Data Kualitatif: Sebuah Tinjauan Teori & Praktik. Sekolah Tinggi Theologia Jaffray.
Wijaya, S. (2021). Manajemen Event: Konsep Dan Aplikasi - Rajawali Pers. Pt. Rajagrafindo Persada. Https://Books.Google.Co.Id/Books?Id= Qkwaeaaaqbaj
Yosephine, M., & Diniati, A. (2021). Strategi Public Relations Sinar Mas Land Dalam Membangun Brand Image Perusahaan. Profesi Humas, 5(2), 208–228.
Yusuf, A. M. (2016). Metode Penelitian Kuantitatif, Kualitatif & Penelitian Gabungan. Prenada Media.
Zakariah, M. A., Afriani, V., & Zakariah, K. H. M. (2020). Metodologi Penelitian Kualitatif, Kuantitatif, Action Research, Research And Development (R N D). Yayasan Pondok Pesantren Al Mawaddah Warrahmah Kolaka.
