ANALISIS INFLUENCER MARKETING PADA PLATFORM MEDIA SOSIAL INSTAGRAM: Studi Kasus Hotel Royal Palm Jakarta

Tabitha Putri Adellia, - (2024) ANALISIS INFLUENCER MARKETING PADA PLATFORM MEDIA SOSIAL INSTAGRAM: Studi Kasus Hotel Royal Palm Jakarta. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

ABSTRAK Tabitha Putri Adellia 1901339 ‘’Analisis Influencer Marketing Pada Platfrom Media Sosial Instagram (Studi Kasus Hotel Royal Palm Jakarta)’’ di bawah bimbingan Bapak Taufik Abdullah,Ph.D Industri pariwisata yang dinamis dan kompetitif mendorong bisnis perhotelan untuk terus berinovasi dan mengembangkan strategi pemasaran yang efektif guna mempertahankan keunggulan kompetitif. Penelitian ini bertujuan untuk mengeksplorasi strategi pemasaran yang diterapkan oleh Hotel Royal Palm Jakarta melalui kerjasama dengan influencer di media sosial Instagram, serta untuk mengukur keberhasilan kampanye ini dan memahami perspektif tamu hotel terhadap konten yang ditampilkan. Pendekatan studi kasus digunakan dalam penelitian ini untuk melakukan penyelidikan mendalam terhadap aktivitas pemasaran hotel tersebut. Data dikumpulkan melalui observasi, wawancara, dan analisis dokumen. Penelitian dilakukan di Royal Palm Hotel & Conference Center yang terletak di Jakarta Barat. Hotel ini telah menyadari pentingnya media sosial sebagai alat promosi dan membangun brand awareness, terutama melalui penggunaan influencer marketing. Dalam memilih influencer, Hotel Royal Palm Jakarta mempertimbangkan kriteria seperti kategori food vlogger dan hotel reviewer, serta menggunakan software Phlanx untuk analisis kandidat. Fokus utama strategi influencer marketing ini adalah pada promosi restoran dan event "All You Can Eat", sedangkan promosi kamar dilakukan melalui OTA (online travel agent) dengan bantuan konten influencer. Hasil penelitian menunjukkan bahwa kampanye influencer marketing yang dilakukan oleh Hotel Royal Palm Jakarta berhasil meningkatkan jumlah reservasi dan mendapatkan respon positif dari tamu hotel. Penelitian ini menegaskan pentingnya strategi pemasaran yang tepat melalui media sosial, khususnya dalam kolaborasi dengan influencer, untuk mencapai tujuan pemasaran dan membangun hubungan yang kuat dengan pelanggan di industri perhotelan. Kata Kunci: Influencer Marketing, Perhotelan, Strategi Pemasaran, Brand Awareness ABSTRACT Tabitha Putri Adellia 1901339 "Analysis of Influencer Marketing on Instagram Platform (Case Study of Royal Palm Jakarta Hotel)" under the supervision of Mr. Taufik Abdullah, Ph.D. The dynamic and competitive tourism industry drives the hospitality sector to continually innovate and develop effective marketing strategies to maintain a competitive edge. This study aims to explore the marketing strategies implemented by Royal Palm Jakarta Hotel through collaboration with influencers on Instagram, measure the success of these campaigns, and understand the hotel guests' perspectives on the displayed content. A case study approach was used for an in-depth investigation of the hotel's marketing activities. Data were collected through observations, interviews, and document analysis. Tshe research was conducted at the Royal Palm Hotel & Conference Center located in West Jakarta. The hotel has recognized the importance of social media as a promotional tool and for building brand awareness, particularly through influencer marketing. In selecting influencers, Royal Palm Jakarta Hotel considers criteria such as food vlogger and hotel reviewer categories and utilizes Phlanx software for candidate analysis. The primary focus of this influencer marketing strategy is on promoting the restaurant and "all you can eat" events, while room promotions are managed through OTAs (online travel agents) with the support of influencer content. The results indicate that the influencer marketing campaigns conducted by Royal Palm Jakarta Hotel successfully increased the number of reservations and received positive responses from hotel guests. This research underscores the importance of effective marketing strategies through social media, particularly in collaboration with influencers, to achieve marketing objectives and build strong relationships with customers in the hospitality industry. Keywords: Influencer Marketing, Hospitality, Marketing Strategy, Brand Awareness

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing: TAUFIK ABDULLAH: 6127535
Uncontrolled Keywords: Influencer Marketing, Perhotelan, Strategi Pemasaran, Brand Awareness Influencer Marketing, Hospitality, Marketing Strategy, Brand Awareness
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HM Sociology
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Tabitha Putri Adellia
Date Deposited: 05 Nov 2024 07:57
Last Modified: 05 Nov 2024 07:57
URI: http://repository.upi.edu/id/eprint/128325

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