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INTEGRATED MARKETING COMMUNICATION UNTUK MEMPERKENALKAN GRAND DAFAM ROHAN YOGYA (Studi Deskriptif Kualitatif Pada Public Relations Hotel Syariah Bintang Empat)
Indonesia as a Muslim-majority country has the opportunity to develop sharia-based hotels. Sharia hotels were open to all groups (kaffatan lin-naas) regardless of ethnicity, race, or religion. However, the concept of sharia was still relatively new, so the public wasn’t know how to implement the concept of sharia. Therefore, Grand Dafam Rohan of Jogja was carried out Integrated Marketing Communication in introducing the sharia hotel. This research was about how public relations activities in introducing Grand Dafam Rohan as a sharia hotel with IMC (Integrated Marketing Communication) by Kotler and Keller (2012). The type of the reseacrh is qualitative and the data was obtained by in-depth interviews, observation and documentation. The results of this research shows, that Integrated Marketing Communication in introducing Grand Dafam Rohan by public relation of sharia hotel was optimized he mass media, social media and interactions with external party. Integrated marketing communication follows applicable sharia principles.
FAKULTAS ILMU SOSIAL HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
NIM. 16730053 Yuliani Aristianti Sya'baniah
INTEGRATED MARKETING COMMUNICATION UNTUK MEMPERKENALKAN GRAND DAFAM ROHAN YOGYA (Studi Deskriptif Kualitatif Pada Public Relations Hotel Syariah Bintang Empat) (Text)
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