STRATEGI MARKETING PUBLIC RELATIONS DALAM MENINGKATKAN JUMLAH CUSTOMER (Study Deskriptif Kualitatif Hotel The Phoenix Yogyakarta)

MARIA ULFAH - NIM. 06730004, (2011) STRATEGI MARKETING PUBLIC RELATIONS DALAM MENINGKATKAN JUMLAH CUSTOMER (Study Deskriptif Kualitatif Hotel The Phoenix Yogyakarta). Skripsi thesis, UIN Sunan Kalijaga Yogyakarta.

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Abstract

Hospitality business as a supporter of tourism activities is currently facing a severe test. The rise of good hotels which already has a name and market share or new entrepreneurs have made the hotel the ability to compete to survive in the midst of tight competition. To be able to win the competition, the hotel is expected to have competitive advantages that are not owned by a competitor hotel. By consistently and constantly create competitive advantage, the hotel will have a loyal customer and will ultimately bring profit. With the competitors in this business require hard work marketing division to attract customers. No less important was the role of public relations in enhancing and maintaining a good image for the company to get the trust of its customers, The Phoenix Hotel Yogyakarta has a public relations marketing duties. The task of the assembly, among others, which is run strategy by creating new breakthroughs and create a batterimage for the company with the purpose of obtaining the trust of the community, especially customers and prospective customers. Research with the title of Public Relations Marketing Strategies in Improving Customer Number on The Phoenix Yogyakarta Hotel is a study that aims to find out about how to position Public Relations Marketing Strategy, in developing a number of customers. This research use descriptive research type with a qualitative approach, where data obtained by purposive sampling through interviews, observation, and reference materials that support. While the data analysis technique used is the analysis of flow models and to measure the validity of data on the use of data triangulation technique. Informant was the Manager of Public Relations Wiwied A. Widyastuti and MICE (meetings, incentives, conference and events) Sales Executive Andi Herwanto, at Hotel The Phoenix Yogyakarta. Finding indicates that the Hotel The Phoenix Yogyakarta trying to maximize an effective alternative strategy in the face of competition, ie by utilizing the power of public relations to support marketing activities to increase product sales of hotels and known by the Marketing Public Relations (MPR). Strategic marketing public relations of The Phoenix Hotel Yogyakarta include : the development of programs such as afternoon tea, morning tea, gathering, media gathering, travel agents and increase the number of customers through the development of the strategy include training employees, and guest comments. From this research are expected to marketing public relations Hotel The Phoenix Yogyakarta along with other departements to coordinate and careful planning prior to marketing activities, so that the activities performed maximal and consumers are interested to participate in these activities.

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