Agustin, Dwi Amelia (2026) Optimalisasi Strategi Digital Marketing dalam Meningkatkan Engagement Konsumen pada Hotel Aston di Gresik. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the optimization of digital marketing strategies to increase consumer engagement at the Aston Gresik Hotel. The background of this research is based on the development of digital technology and the suboptimal consumer engagement and fluctuating hotel occupancy rates. The study used a descriptive qualitative method with data collection techniques through interviews, observation, and documentation, as well as a SWOT analysis using the IFAS and EFAS matrices. The results show that the Aston Gresik Hotel has utilized various digital platforms such as websites, social media, and online stores (OTAs), but still focuses on information delivery, resulting in suboptimal two-way interaction. Therefore, the recommended strategy is an aggressive (SO) strategy by strengthening interactive content, improving digital communication, and utilizing social media trends to increase consumer engagement and support the hotel's marketing performance. Keywords: digital marketing, consumer engagement, SWOT analysis, marketing strategy, hospitality
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Dwi Amelia Agustin | ||||||||
| Date Deposited: | 03 Jul 2026 02:51 | ||||||||
| Last Modified: | 03 Jul 2026 02:54 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54484 |
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