TEKNIK KOMUNIKASI PERSUASIF STUDENT PARK HOTEL DAN APARTEMENT YOGYAKARTA DALAM MENGEMBALIKAN KEPERCAYAAN CUSTOMER PASCA PANDEMI COVID-19

M. Hadi Rachmawan, NIM: 19107030131 (2023) TEKNIK KOMUNIKASI PERSUASIF STUDENT PARK HOTEL DAN APARTEMENT YOGYAKARTA DALAM MENGEMBALIKAN KEPERCAYAAN CUSTOMER PASCA PANDEMI COVID-19. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study explores the persuasive communication techniques employed by Student Park Hotel and Apartment in Yogyakarta to regain customer trust in the aftermath of the Covid-19 pandemic. The pandemic has severely impacted the hospitality industry, leading to decreased customer confidence and a decline in hotel and apartment bookings. Thus, it is crucial to examine the communication strategies utilized by Student Park in restoring customer trust and attracting potential guests.This research adopts a qualitative approach, utilizing interviews and observations to gather data from key personnel involved in communication strategies at Student Park. The data analysis focuses on identifying the persuasive communication techniques employed by the hotel and apartment management.The findings reveal several effective persuasive communication techniques employed by Student Park. Firstly, the establishment emphasizes transparent and accurate information dissemination regarding health and safety protocols implemented to address customer concerns. Secondly, the use of positive testimonials from satisfied guests plays a significant role in rebuilding customer trust. Thirdly, employing social media platforms and digital marketing campaigns help to engage and connect with customers, showcasing the hotel and apartment's commitment to safety and providing value-added services.Furthermore, the study highlights the importance of personalized communication, such as personalized emails and direct messages, to establish a sense of care and personalized attention towards customers. The discussion also delves into the significance of collaboration with local health authorities and agencies to reinforce credibility and demonstrate proactive measures.

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