STRATEGI PROMOSI PENJUALAN PRODUK MELALUI CONTENT MARKETING DI GRAND HOTEL PREANGER BANDUNG

Rizky Nurainun Denisya, - (2024) STRATEGI PROMOSI PENJUALAN PRODUK MELALUI CONTENT MARKETING DI GRAND HOTEL PREANGER BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

ABSTRAK Pengembangan teknologi digital pada saat ini sangat berperan penting bagi suatu promosi penjualan produk, banyak yang perlu diperhatikan dalam suatu content marketing yang ada dalam perusahaan salah satunya yaitu di bidang industri perhotelan. Grand Hotel Preanger merupakan sebuah hotel bintang 5 yang berada di pusat kota Bandung yang memiliki ciri khas yang heritage dan sangat mempertahankan keasliannya. Tujuan penelitian ini yaitu untuk mengetahui bagaimana strategi promosi dalam meningkatkan penjualan produk melalui content marketing yang ada di Grand Hotel Preanger. Pada penelitian ini penulis menggunakan metode penelitian deskriptif kualitatif dengan pendekatan studi kasus dan menggunakan analisis SWOT yaitu menghitung serta memperdalam matriks EFAS dan IFAS. Pengambilan data pada penelitian ini menggunakan teknik observasi, wawancara, dan dokumentasi. Dari hasil penelitian didapatkan bahwa posisi strategi promosi penjualan produk melalui content marketing yang ada di Grand Hotel Preanger berada pada posisi kuadran I artinya sangat menguntungkan bagi sebuah perusahaan dengan memanfaatkan kekuatan sebagai peluang bagi peningkatan jumlah produk yang dihasilkan yaitu tetap mempertahankan brand image kepada para customer dan ciri khas hotel yang heritage dengan memanfaatkan keasriannya serta peluang yang strategis berada di tengah pusat kota Bandung. Kata kunci: Strategi, Promosi Penjualan, Produk, Content marketing, Grand Hotel Preanger, Analisis SWOT ABSTRACT The development of digital technology at this time plays a very important role for a product sales promotion, there are many things that need to be considered in a content marketing in a company, one of which is in the hospitality industry. Grand Hotel Preanger is a 5-star hotel located in the center of Bandung which has heritage characteristics and strongly maintains its authenticity. The purpose of this study is to determine how promotional strategies in increasing product sales through content marketing at Grand Hotel Preanger. In this study the authors used a qualitative descriptive research method with a case study approach and used SWOT analysis, namely calculating and deepening the EFAS and IFAS matrices. Data collection in this study used observation, interview, and documentation techniques. From the research results, it is found that the position of the product sales promotion strategy through content marketing at Grand Hotel Preanger is in quadrant I position, which means that it is very profitable for a company by utilizing strengths as opportunities for increasing the number of products produced, namely maintaining the brand image to customers and the characteristics of a heritage hotel by utilizing its beauty and strategic opportunities in the middle of downtown Bandung. Keywords: Strategy, sales promotion, product, content marketing, grand hotel preanger, SWOT analysis

Item Type: Thesis (S1)
Additional Information: Irena Novarlia 6784293 Gilang Pratama Putra 6786959
Uncontrolled Keywords: Kata kunci: Strategi, Promosi Penjualan, Produk, Content marketing, Grand Hotel Preanger, Analisis SWOT Keywords: Strategy, sales promotion, product, content marketing, grand hotel preanger, SWOT analysis
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Sumedang > S1 Industri Pariwisata
Depositing User: Rizky Nurainun Denisya
Date Deposited: 18 Sep 2024 02:35
Last Modified: 18 Sep 2024 02:35
URI: http://repository.upi.edu/id/eprint/122370

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