Peran Marketing Communication dalam Promosi Hotel Courtyard by Marriott Bandung Dago
DOI:
https://doi.org/10.29313/bcscm.v6i2.26319Keywords:
Marketing Communication, Media Promosi, Kendala PromosiAbstract
Abstract. This study aims to determine the role of Marketing Communication in supporting promotional activities, identify the most dominant promotional media used, and identify the obstacles faced by Marketing Communication along with the efforts to overcome them at Courtyard by Marriott Bandung Dago Hotel. This study uses a qualitative approach with a descriptive qualitative design. Data were collected through interviews, observations, and documentation with three informants, namely the Assistant Marketing Communication Manager, Graphic Designer, and Assistant Sales Catering and Event Manager. The results show that Marketing Communication plays a strategic role including brand communication management, promotional campaign planning, and cross-divisional coordination. The most dominant promotional media used are social media, particularly Instagram, and Online Travel Agent (OTA). The obstacles faced include limited human resources, content revision processes, rapid changes in promotional information, limited digital marketing budget, and high hotel competition in Bandung City.
Abstrak. Penelitian ini bertujuan untuk mengetahui peran Marketing Communication dalam mendukung kegiatan promosi, mengidentifikasi media promosi yang paling dominan digunakan, serta mengetahui kendala yang dihadapi Marketing Communication beserta upaya mengatasinya di Hotel Courtyard by Marriott Bandung Dago. Penelitian ini menggunakan pendekatan kualitatif dengan desain deskriptif kualitatif. Data dikumpulkan melalui wawancara, observasi, dan dokumentasi dengan tiga informan yaitu Assistant Marketing Communication Manager, Graphic Designer, dan Assistant Sales Catering and Event Manager. Hasil penelitian menunjukkan bahwa Marketing Communication menjalankan peran strategis meliputi pengelolaan komunikasi brand, perencanaan campaign promosi, dan koordinasi lintas divisi. Media promosi yang paling dominan digunakan adalah media sosial khususnya Instagram dan Online Travel Agent (OTA). Kendala yang dihadapi meliputi keterbatasan sumber daya manusia, proses revisi konten, cepatnya perubahan informasi promosi, keterbatasan anggaran digital marketing, dan tingginya persaingan hotel di Kota Bandung.
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