Marketing public relations Sari Ater Hotel & Resort melalui program membership Hot Spring Plus dalam meningkatkan loyalitas pelanggan

Irianti, Lydia Jaya (2018) Marketing public relations Sari Ater Hotel & Resort melalui program membership Hot Spring Plus dalam meningkatkan loyalitas pelanggan. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Marketing Public Relations is the provision of knowledge information about a product brand, or service through certain activities, the impact of the company or institution and its products will continue to enter in the public's memory and will build public trust in the company's image or create customer loyalty. Sari Ater Hotel & Resort has used the Hot Spring Plus Membership Program and said that the program was considered effective in marketing activities. Sari Ater Hotel & Resort held this program with the aim of binding on customer loyalty to give satisfaction to its customers by providing many benefits through member cards so as to increase customer loyalty. This study aims to find out about the Marketing Public Relations of Sari Ater Hotels & Resorts in the Membership Hot Spring Plus Program in increasing customer loyalty. In more detail, the purpose of this study was to find out the form of programs implemented by Sari Ater Hotel & Resort in increasing customer loyalty. This research is based on the assumption of a concept of three ways strategy, namely pull strategy (interesting strategy), push strategy (push strategy) and pass strategy (strategy to persuade). Using a qualitative approach, the research method used is a case study method, and data collection techniques through in-depth interviews and document analysis The results showed that Marketing Public Relations conducted by Sari Ater Hotel & Resort in increasing customer loyalty is by making Membership Hot Spring Plus programs such as discount voucher programs, several merchant discount programs, member birthday award programs and membership gathering programs. The program helps bind customers to remain loyal to Sari Ater Hotels & Resorts. Marketing Public Relations merupakan pemberian informasi pengetahuan mengenai suatu merek produk, atau jasa melalui kegiatan tertentu, dampaknya perusahaan atau lembaga dan produknya akan terus masuk diingatan publik dan akan membangun kepercayan publik terhadap citra perusahaan atau menciptakan loyalitas pelangan. Sari Ater Hotel & Resort telah menggunakan Program Membership Hot Spring Plus dan mengatakan bahwa program tersebut dinilai efektif dalam kegiatan pemasaran. Sari Ater Hotel & Resort mengadakan kegiatan program ini dengan tujuan mengikat para loyal customer memberikan kepuasan terhadap pelanggannya dengan memberikan banyak keuntungan melalui kartu member sehingga dapat meningkatkan loyalitas pelanggannya. Penelitian ini bertujuan untuk mengetahui tentang Marketing Public Relations Sari Ater Hotel & Resort pada Program Membership Hot Spring Plus dalam meningkatkan loyalitas pelanggan. Secara lebih rinci tujuan penelitian ini adalah untuk mengetahui bentuk program yang dilaksanakan oleh Sari Ater Hotel & Resort dalam meningkatkan loyalitas pelanggan. Penelitian ini didasarkan pada asumsi sebuah konsep three ways strategy yaitu pull strategy (strategi menarik), push strategy (strategi mendorong) dan pass strategy (strategi untuk membujuk). Menggunakan pendekatan kualitatif, dengan metode penelitian yang digunakan adalah metode studi kasus, dan teknik pengumpulan data melalui wawancara mendalam dan analisis dokumen. Hasil penelitian menunjukan bahwa Marketing Public Relations yang dilakukan Sari Ater Hotel & Resort dalam meningkatkan loyalitas pelanggan yaitu melakukan dengan cara membuat program Membership Hot Spring Plus diantaranya yaitu program voucher discount, program potongan harga dibeberapa merchant, program member birthday award dan program membership gathering. Program tersebut membantu mengikat para pelanggan agar tetap loyal kepada Sari Ater Hotel & Resort.

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