Rizki, Annysa (2023) STRATEGI PEMASARAN HOTEL “MELODY GUEST HOUSE” DALAM MASA PANDEMI COVID-19. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research is motivated by the desire of researchers to see how far the marketing strategy of a hotel after the Covid 19 virus has spread throughout the world. The impact caused by the spread of this virus is very large and has a broad impact on all sectors of life. The Covid-19 outbreak crisis has changed people's lives and must face new challenges in carrying out daily life, one of which is for business people. The purpose of this research is: what is the Marketing Strategy for the On Budget Hotel “Melody Guest House” during the Covid-19 Pandemic. The research method is Qualitative. According to McCharty (Ningsih & Maika, 2020: 694) marketing mix activities (Marketing Mix) consist of 4 categories, namely: 1) Product (Product); 2) Price (Price); 3) Place; and 4) Promotion (Promotion). The results of the research are: 1) Product (Product): Related policies and health protocol rules that have been set by the government, the hotel must make a policy and take steps to maintain its existence amid the Covid-19 pandemic by setting several strategies to maintain business continuity in the midst of the Covid-19 pandemic. The aim is to retain visitors so that the existence of products and services is still known by the public; 2) Price: during this pandemic, many hotels are providing promos to their guests, including the Melody Guest House hotel. The Covid-19 pandemic, which is currently still hitting, forces hotels to implement and develop various policies to make changes. Social distancing measures, reducing the capacity of public spaces, products and facilities and prices are some of the things that have changed; 3) Place: maintaining the hotel environment is the main responsibility for all employees, especially for cleaning staff. This is done so that the hotel environment is always clean and comfortable, which is the most important thing to attract guests besides ticket promotions and price discounts; and 4) Promotion: Promotion is an important policy carried out by a company in marketing products and services that function as a tool to influence consumers or introduce the products and services offered.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini dilatarbelakangi oleh keinginan peneliti untuk melihat sejauhmana strategi marketing dari sebuah hotel paska virus Covid 19 mewabah diseluruh dunia. Dampak yang ditimbulkan dari penyebaran virus ini sangat besar dan berdampak luas pada semua sector kehiduapn. Krisis wabah Covid-19 telah mengubah tatanan hidup masyarakat dan harus menghadapi tantangan baru dalam menjalankan kehidupan sehari-hari salah satunya bagi pelaku bisnis. Adapun tujuan dari penelitian ini adalah: bagaimana Strategi Pemasaran Hotel “Melody Guest House” dalam Masa Pandemi Covid-19. Metode penelitian adalah Kualitatif. Menurut McCharty (Ningsih & Maika, 2020:694) aktivitas bauran pemasaran (Marketing Mix) terdiri dari 4 kategori, yaitu: 1) Produk (Product); 2) Harga (Price); 3) Tempat (Place); dan 4) Promosi (Promotion). Hasil penelitian yaitu: 1) Produk (Product): Terkait kebijakan dan aturan protokol kesehatan yang telah ditetapkan oleh pemerintah, pihak hotel harus membuat suatu kebijakan serta langkah-langkah yang dilakukan untuk mempertahankan keberadaannya di tengah pandemi Covid-19 dengan mengatur beberapa strategi dalam mempertahankan kelangsungan usaha di tengah pandemi Covid- 19. Tujuannya adalah untuk mempertahankan pengunjung agar eksistensi produk dan jasa tetap diketahui oleh masyarakat; 2) Harga (Price): selama masa pandemi ini, banyak hotel memberikan promo kepada tamunya termasuk hotel Melody Guest House. Pandemi Covid-19 yang saat ini masih melanda membuat pihak hotel harus menerapkan dan mengembangkan berbagai kebijakan untuk melakukan perubahan. Langkah social distancing, pengurangan kapasitas ruang publik, produk dan fasilitas serta harga menjadi beberapa hal yang berubah; 3) Tempat (Place): menjaga lingkungan hotel merupakan Tanggungjawab utama untuk seluruh pegawai terlebih oleh pegawai bagian kebersihan. Hal ini dilakukan agar lingkungan hotel selalu bersih dan nyaman yang merupakan hal paling utama untuk mernarik tamu selain promosi tiket dan potongan harga; dan 4) Promosi (Promotion): Promosi merupakan suatu kebijakan yang penting dilakukan oleh sebuah perusahaan dalam memasarkan produk dan jasa yang berfungsi sebagai alat untuk mempengaruhi konsumen atau memperkenalkan produk dan jasa yang ditawarkan. | |||||||||
| Uncontrolled Keywords: | Strategy, Marketing Strategi, Pemasaran | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Ms Annysa Rizki | |||||||||
| Date Deposited: | 04 Aug 2023 17:13 | |||||||||
| Last Modified: | 08 Aug 2023 13:56 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/27670 |
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