ANALISIS ISI IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY HOTEL DITINJAU DALAM MEDIA SOSIAL DI KOTA BANDUNG

Yehezkiel, - (2023) ANALISIS ISI IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY HOTEL DITINJAU DALAM MEDIA SOSIAL DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini dilakukan dengan tujuan untuk mengetahui kegiatan CSR yang dipublikasihkan oleh hotel di media sosial dan intensitasnya, selain itu juga untuk mengetahui kegiatan CSR yang dapat meningkatkan relationship marketing di industri perhotelan. Metode penelitian menggunakan pendekatan kualitatif deskriptif. Pengumpulan data berasal dari internet melalui sosial media dan wawancara. Semua postingan hotel dianalisis sehubungan dengan CSR hotel. Teknik analisis data yang digunakan adalah analisis isi kualitatif, penyajian data serta penarikan kesimpulan. Hasil penelitian menunjukan bahwa Hotel yang menjadi objek penelitian telah mengkomunikasikan kegiatan CSR mereka melalui sosial media dengan dimensi kualitas produk layanan yang paling banyak diunggah, selain itu juga melalui wawancara didapat bahwa dengan kegiatan CSR yang konsisten, inovatif, adanya kerjasama dengan pihak terkait dan selalu dikomunikasikan lewat media sosial dapat memberikan citra yang positif sehingga mempengaruhi persepsi masyarakat yang secara tidak langsung meningkatkan Relationship Marketing bagi hotel tersebut. This research was conducted with the aim of knowing the CSR activities publicized by hotels on social media and their intensity, in addition to knowing CSR activities that can improve relationship marketing in the hospitality industry. The research method used a descriptive qualitative approach. Data collection came from the internet through social media and interviews. All hotel posts were analyzed in relation to the hotel's CSR. The data analysis technique used is qualitative content analysis, data presentation and conclusion drawing. The results showed that the hotel that became the object of research has communicated their CSR activities through social media with the most uploaded service product quality dimension, besides that also through interviews it was found that with consistent, innovative CSR activities, cooperation with related parties and always communicated through social media can provide a positive image so as to influence public perception which indirectly increases Relationship Marketing for the hotel.

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing Gita Siswhara : 5978179 Endah Fitriyani : 6681704 Link Google Scholar https://scholar.google.com/citations?view_op=new_articles&hl=id&imq=yehezkiel&authuser=1#d=gs_hdr_drw&t=1696309084747
Uncontrolled Keywords:	CSR, Media Sosial, Hotel
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions H Social Sciences > HN Social history and conditions. Social problems. Social reform T Technology > T Technology (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User:	yehezkiel
Date Deposited:	05 Oct 2023 07:30
Last Modified:	05 Oct 2023 07:31
URI:	http://repository.upi.edu/id/eprint/109180

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