Strategi Komunikasi Pemasaran PT Grahawita Santika dalam Memasarkan Hotel Amaris Jakarta

Yosafat Basal Susilo

Abstract


The purpose of this study is to determine PT Grahawita Santika’s point of view
about marketing communication, the mixs in marketing management doing by PT.
Grahawita Santika in marketing Amaris Panglima Polim Jakarta and the reasons
of choosing traveler as the targets. The method used in this research is qualitative with
case study design. The theory used is symbolic interaction, social construction and
Theory of Gaps Model. The datas collected through observations, interviews and
document analysis. The results showed that: (1) PT Grahawita Santika markets
Amaris Panglima Polim Jakarta as a smart hotel with the concepts of smart
location, smart employee and smart services. (2) Mixs of marketing communication
used in marketing the Amarishotel is by advertisement, personal selling, sales
promotion, public relations and publications, (3) The selection of Business Traveler
and Leisure Traveler as the target caused by PT Grahawita Santika saw the
potential which might be met by the hotel Amaris PanglimaPolim Jakarta.

Keywords


Marketing Communication Strategy, Amaris Hotel, Theory of Gaps Model

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DOI: http://dx.doi.org/10.29240/jdk.v1i2.105

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