Dewani, Prahasti Ken (2022) STRATEGI MARKETING PUBLIC RELATIONS DALAM MENINGKATKAN JUMLAH PELANGGAN PADA MASA PANDEMI COVID-19 PASCA PPKM DARURAT (Studi Analisis Penerapan Konsep P.E.N.C.I.L.S. Pada Aktivitas Marketing Public Relations Hotel Ibis Styles Jemursari Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The Covid-19 pandemic has an impact on all sectors of life, one of which is the hotel industry. One of the hotels affected by the Covid-19 pandemic is the Ibis Styles Jemursari Hotel Surabaya. This hotel is the first “Ibis Styles” brand hotel in Surabaya which has unique, stylish, and colorful characteristics. The role of Marketing Public Relations is considered very crucial to rise from the COVID-19 pandemic crisis. This research was conducted to determine the marketing public relations strategy of the Ibis Styles Jemursari Hotel Surabaya in increasing the number of customers during the Covid-19 pandemic after the emergency PPKM. The theory used in this research is the MPR PENCILS Theory (Publicity, Event, News, Community Involvement, Identity Media, Lobbying, and Social Responsibility) according to Rosady Ruslan. This research method uses descriptive qualitative. There were two informants in this study and the research location was at the Ibis Styles Hotel Jemursari Surabaya. Data collection techniques were carried out by in-depth interviews and documentation. And the data analysis technique in this study was through three stages, namely data reduction, data exposure and conclusion drawing and verification. The results showed that the Ibis Styles Jemursari Hotel Surabaya carried out a marketing public relations strategy to increase the number of customers during the covid 19 pandemic after the emergency PPKM. The marketing public relations strategy used is Publicity, Event, News, Community Involvement, Identity Media, Lobbying and Social Responsibility
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Prahasti Ken Dewani | ||||||||
| Date Deposited: | 24 Jun 2022 02:11 | ||||||||
| Last Modified: | 24 Jun 2022 02:11 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/7214 |
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