Komunikasi Pemasaran The Alana Hotel & Convention Center-Yogyakarta dalam Membangun Brand Positioning

GUNNA HARMAYANI, Rajiyem S.I.P., M.Si

2016 | Skripsi | S1 ILMU KOMUNIKASI

Sektor akomodasi dan perhotelan di Kota Yogyakarta telah mengalami pertumbuhan yang cukup signifikan. Kondisi persaingan yang semakin ketat menuntut semua brand terutama brand-brand baru untuk melakukan management brand sebagai cara mereka mengkomunikasikan value proposition kepada konsumen. Salah satu bentuk management brand yang dapat dilakukan perusahaan agar bisa bertahan hidup adalah menempatkan brand pada posisi unik dan berbeda dipikiran target konsumen melalui brand positioning. Penelitian ini bertujuan untuk mengkaji dan menganalisis aktivitas komunikasi pemasaran meliputi perencanaan, pelaksanaan, dan evaluasi The Alana Hotel & Convention Center-Yogyakarta dalam membangun brand positioning. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Data dalam penelitian ini diperoleh dengan cara wawancara terhadap 3 informan yaitu Direktur Utama, Marketing Manager dan PR Manager; analisis terhadap dokumen perusahaan dan juga melakukan observasi partisipatif. Hasil penelitian ini menunjukkan bahwa (1) Marketing mix The Alana Hotel & Convention Center-Yogyakarta mengedepankan elemen proses (2) Konsep komunikasi pemasaran dan penentuan keanggotaan kategori, POD serta POP pada brand positioning menggunakan model teoritis dari Kotler & Keller (2009) (3) Brand positioning The Alana Hotel & Convention Center-Yogyakarta adalah "hotel konferensi terbesar di Yogyakarta dan Jawa Tengah" (4) Jika dilihat dari sisi pesan, brand positioning The Alana Hotel & Convention Center-Yogyakarta belum mampu menghadirkan nilai-nilai favorability, dissimiarity, uniqueness dan credibility (5) Sosial media merupakan saluran komunikasi pemasaran yang paling sering digunakan karena selain murah juga dapat menyasar banyak orang dalam satu waktu (6) Media komunikasi pemasaran yang paling sering digunakan adalah personal selling, direct marketing, event, sales promotion dan interactive marketing.

The accommodation and hospitality sectors in the Yogyakarta City has experienced a significant growth. The conditions of tight competition demanding all brand especially new brands to brand management as the way they communicate the value proposition to the consumers. One of the form of a brand management that can be done by the company to survive is putting the brand in a unique position and also being different in the target consumers's mind through a brand positioning. This research aims to assess and analyze the marketing communication activities include planning, implementation, and evaluation The Alana Hotel and Convention Center-Yogyakarta in building a brand positioning. The methodology used is qualitative with descriptive as the research approach. The research's data were obtained by interviewing with three informants such as the Director, Marketing Manager and PR Manager; analyzing the company's documents and also by doing the participant observation. The results of this research indicate that (1) The marketing mix The Alana Hotel & Convention Center-Yogyakarta concerns about the elements of the process (2) The concept of marketing communication and determination of the membership categories, POD and POP on the brand positioning use a theoretical model of Kotler and Keller (2009) (3 ) The brand positioning The Alana Hotel & Convention Center-Yogyakarta is "the largest hotel conference in Yogyakarta and Central Java" (4) Considering from the message side, the brand positioning of The Alana Hotel & Convention Center-Yogyakarta is not yet able to bring the values of favorability, dissimiarity, uniqueness and credibility (5) The social media platform is most commonly used channel in the marketing communication channel due to the cheap price and also being able to target lot of people at once (6) The media is commonly used in the marketing communications is personal selling, direct marketing, event, sales promotion and interactive marketing.

Kata Kunci : Marketing Communications, Brand Positioning, Hotel, Descriptive Study