Penggunaan strategi marketing public relations 3p dalam membangun citra hotel Ra Premiere Simatupang Jakarta = The use of 3p public relations marketing strategies on brand image maintainance of hotel ra premiere Simatupang Jakarta

Widhanangga, Mahayu (2021) Penggunaan strategi marketing public relations 3p dalam membangun citra hotel Ra Premiere Simatupang Jakarta = The use of 3p public relations marketing strategies on brand image maintainance of hotel ra premiere Simatupang Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Hotel Ra Premiere Simatupang Jakarta merupakan perusahaan yang bergerak di bidang pelayanan dan jasa. Tentunya perusahaan yang bergerak di bidang pelayanan dan jasa membutuhkan kepercayaan dari konsumennya untuk mempertahankan citra perusahaan. Selain itu brand awareness pun juga sangat penting bagi hotel Ra Premiere Simatupang agar dapat memperoleh peningkatan jumlah tamu. Oleh karenaitu Ra Premiere Simatupang wajib memiliki sarana dan jembatan untuk berkomunikasi dan juga untuk meningkatkan citra perusahaan dan brand awareness mengenai pelayanan dan jasa yang ditawarkan. Dalam membantu meningkatkan citra perusahaan dan brand awareness kepada publik, hotel Ra Premiere Simatupang Jakarta membutuhkan peran Marketing Communication sebagai sarana dan jembatan komunikasi antara organisasi dan publik, selain itu juga berperan untuk mengkomunikasikan merk kepada publik dan meningkatkan citra perusahaan. Divisi Marketing Communication juga memiliki tanggung jawab untuk memasarkan produk Ra Premiere Simatupang secara efektif dan menarik agar dapat mendapat perhatian dari publik dan konsumen. Fokus dari kegiatan magang adalah mempelajari bagaimana seorang Marketing Communication memiliki tiga sarana komunikasi dan kegiatan promosi yang paling penting yaitu media sosial, media relations dan CSR (Corporate Social Responsibility). Dari tiga sarana tersebut, pemagang belajar bagaimana meningkatkancitra perusahaan dan juga mengembangkan brand awareness kepada publik. Pemagang membahas bagaimana strategi Marketing Public Relations yaitu strategi 3P (Push, Pull dan Pass) diaplikasikan dalam keseharian pekerjaan lapangan seorang Marketing Communication. / Hotel Ra Premiere Simatupang Jakarta is a company that offers in accommodation andservices to the public. Companies engaged in accomodations and services requires thetrust of their customers to maintain the company's image. In addition, brand awarenessis also very important for Ra Premiere Simatupang in order reach out the wider community. Ra Premiere Simatupang requires a platform to develop a relationship withthe public, to communicate with the public, and also to improve the company's image and brand awareness regarding the products and services offered. In helping to improve the company's image and brand awareness to the public, Ra Premiere Simatupang Jakarta requires the role of Marketing Communication as a means and platform of communication between theorganization and the public,besides that it also plays a role in communicating the brand to the public and improving the company's image. The Marketing Communication Division also has the responsibility to promote Ra Premiere Simatupang products effectively and attractivelyin order to get the attention of the public and consumers. The focus of this internship program is to learn how a Marketing Communication usesthree most important platforms to communicate and promote their products andservices; social media, media relations and CSR (Corporate Social Responsibility). From these three platforms, intern learned how to improve the company's image and also develop brand awareness to the public. The intern discusses how the Marketing Public Relations strategy, the 3P strategy (Push, Pull and Pass) is applied in the daily field worl of a Marketing Communication.

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