Strategi Komunikasi Green Branding di Industri Perhotelan:(Studi Komparasi pada Strategi Komunikasi Green Branding di Greenhost Hotel dan Hotel Santika Premiere Yogyakarta dalam Membangun Brand Image)

Sasongko , Lidwina Mutia Sadasri

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Proposes a set of communication strategic options for green branding, based on comparative study of two research object, Greenhost Hotel and Hotel Santika Premiere Yogyakarta. The aim of the study is to compare between communication strategy of green branding of Greenhost Hotel and Hotel Santika Premiere in building brand image. Used a theoretical model Oopen (2006) about Strategic Communication for Sustainable Development and functional and emotional approach on green brand positioning from Pattrick Hartmann (2005). This research used a primary data from in depth interview from stakeholder that capable in their area. And also secondary data from social media, journal, internal document, application, and books. Results indicate 7 points to note in green branding with objective to build brand image. (1) The importance of determining brand value; (2) The importance of the ability to understand the target audience; (3) Utilize communication tertiary or word of mouth (WOM) with a more effective and planned; (4) Using a communication strategy based on experience; (5) Maximize the use of social media; (6) Maximizing the role of public relations; And (7) with a collaboration between the emotional and functional approach. This research focuses on communication strategies of green branding from the perspective of the company, to determine the impact of the strategies, more research is needed and can use the results of this study as a reference. A well implemented communications strategy of green branding can lead to a more positive perception of the public. This study provides 7 points option of communication strategy to try by brand managers who want to give a positive perception of the brand image. Although branding has been an important research topic, rarely any research has been conducted that focuses specifically on green branding. This study analyzes the dimensions of green branding using functional-emotional approach and a strategic communication on sustainable development, offering new perspectives and strategic tool for brand managers or academics. Keywords Brands, green branding, brand image

Kata Kunci : Strategi Komunikasi