Aktivitas media relations departemen marketing communication hotel JW Marriott Jakarta dalam mempromosikan masakan Yordania tahun 2013 = Media relations activity from marketing communication department in promoting Jordanian cuisine in 2013

Mulyadi, Catherine (2014) Aktivitas media relations departemen marketing communication hotel JW Marriott Jakarta dalam mempromosikan masakan Yordania tahun 2013 = Media relations activity from marketing communication department in promoting Jordanian cuisine in 2013. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perhimpunan Hotel dan Restoran Indonesia (PHRI) mencatat bahwa saat ini industri perhotelan bintang lima khususnya di Jakarta menghadapi persaingan yang semakin kompleks. Hotel-hotel bintang lima dihadapkan pada situasi memiliki program promosi dan segmentasi tamu yang serupa sehingga saling berkompetisi untuk menarik perhatian publik. Hotel JW Marriott Jakarta berupaya untuk memenangkan kompetisi ini dengan menggunakan marketing public relations yang bertujuan untuk meningkatkan publisitas salah satunya dalam promo masakan Yordania di media. Seitel (2011, 216) menjelaskan bahwa publisitas dinilai lebih efektif dibandingkan dengan alat promosi lainnya karena dari segi biaya yang dikeluarkan lebih kecil dan isi pesan lebih kredibel karena disampaikan oleh pihak ketiga yaitu media massa. Kegiatan magang selama empat bulan merupakan sebuah observasi partisipatori sederhana bertujuan untuk mendapatkan pengalaman dan memahami proses media relations yang dilakukan departemen marketing communication terutama dalam upaya mempromosikan masakan Yordania. Aktivitas yang penulis kerjakan selama magang erat kaitannya dengan aktivitas media relations meliputi membuat press release, menyelenggarakan media gathering dan press conference. Selama magang teori komunikasi seperti Social Exchange Theory, Uncertainty Reduction Theory dan the Narative Paradigm diaplikasikan untuk memahami dan menjelaskan fenomena dalam laporan ini. Penulis menyimpulkan penerapan teori dalam promosi masakan Yordania berdampak positif terbukti dengan tingginya tingkat publisitas pemberitaan promosi masakan Yordania Hotel JW Marriott di media massa / Indonesian hotel and restaurant association (IHRA) noted that five stars hotel industry in Jakarta is having more complex competition. These five star hotels are faced with similar segmentation and promotion programs which lead to competition in getting public attention. JW Marriott Hotel Jakarta is trying to win this competition by using marketing public relations to increase the publicity in spreading the promotion regarding Jordanian cuisine in the media. Seitel (2011,216) explained that publicity has been considered more effective than other promotional tools, aside from lowering price, the content of the message is also more credible because it is delivered by third party which is mass media In the four months internship period, a participant observation was used to get the necessary experience and understanding of media relation process that has been done by the Marketing Communication department especially in promoting the Jordanian cuisine. Activities done by the writer while doing the internship was closely related to the media and media relations activity, it includes creating press release, holding a media gathering and press conference. During the internship, communication theories such as Social Exchange Theory, Uncertainty Reduction Theory and the Narrative paradigm were applied to understand and explain phenomenon within the scope of this report. The writer concluded several applicable theories in Jordanian food promotion has brought positive result and it was proven by the high number of publicity regarding JW Marriot Hotel Jordanian cuisine event in the mass media.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Mulyadi, CatherineUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorAbadi, A. SetiawanUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Publisitas ; Media relations ; Promosi masakan Yordania
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Ms Monica Putri Damayanti
Date Deposited: 16 Oct 2018 07:38
Last Modified: 16 Oct 2018 07:38
URI: http://repository.uph.edu/id/eprint/1315

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