strategi komunikasi pemasaran melalui media sosial dalam meningkatkan brand awareness ... · 2017....
TRANSCRIPT
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STRATEGI KOMUNIKASI PEMASARAN MELALUI MEDIA
SOSIAL DALAM MENINGKATKAN BRAND AWARENESS DI
HOTEL PARK 5 CILANDAK
SKRIPSI
Diajukan sebagai salah satu untuk memperoleh gelar sarjana
Strata (S1) Komunikasi Bidang Studi Marketing Communication and Advertising
DISUSUN OLEH :
ZAIHAN HAULANI 44312120030
BIDANG STUDI MARKETING KOMUNIKASI
FAKULTAS ILMU KOMUNIKASI
UNIVERSITAS MERCU BUANA
JAKARTA
2016
http://digilib.mercubuana.ac.id/
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http://digilib.mercubuana.ac.id/
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http://digilib.mercubuana.ac.id/
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http://digilib.mercubuana.ac.id/
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KATA PENGANTAR
Segala Puji Bagi Allah SWT atas segala rahmat dan hidayahnya dan tidak
lupa sholawat serta salam selalu kepada nabi Muhammad SAW yang telah
menjadi panutan hidup, sehingga penulis dapat menyelesaikan skripsi dengan
judul “ Strategi Komunikasi Pemasaran Melalui Sosial Media dalam
Meningkatkan Brand Awareness di Park 5 Hotel Cilandak – Jakarta”
Skripsi ini disusun guna melengkapi salah satu persyaratan dalam
menyelesaikan tugas akhir bagi mahasiswa Fakultas Ilmu Komunikasi Jurusan
Marketing Communication & Advertising, untuk meningkatkan kualitas dan
peran serta mahasiswa dalam pembangunan nasional.
Dalam penyusunan laporan ini, penulis mengucapkan terima kasih kepada
berbagai pihak yang telah banyak membimbing , berpartisipasi membantu dalam
penulisan ini, baik yang bersifat moril maupun materil. Dengan demikian pada
kesempatan ini, penulis ingin menyampaikan ucapan terima kasih yang sebesar-
besarnya kepada :
1. Bapak Dr.Farid Hamid,M.Si. selaku pembimbing skripsi yang telah sabar
dan banyak sekali membantu dalam menyelesaikan skripsi ini.
2. Bapak Dr.Farid Hamid,M.Si Selaku Ketua Program Studi Marketing
Communications and advertising Fakultas Komunikasi Universitas Mercu
Buana Jakarta
http://digilib.mercubuana.ac.id/
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http://digilib.mercubuana.ac.id/
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DAFTAR ISI
LEMBAR PERSETUJUAN .................................................................................... i
LEMBAR TANDA LULUS ................................................................................... ii
LEMBAR PENGESAHAN ................................................................................... iii
KATA PENGANTAR ........................................................................................... iv
DAFTAR ISI .......................................................................................................... vi
DAFTAR GAMBAR ............................................................................................. ix
ABSTRAK ...............................................................................................................x
BAB 1 PENDAHULUAN .......................................................................................1
1.1 Latar Belakang Masalah...................................................................................... 1
1.2 Fokus Penelitian .................................................................................................. 6
1.3 Tujuan Penelitian ............................................................................................... 6
1.4 Manfaat Penelitian .............................................................................................. 6
a. Manfaat Akademis .............................................................................................. 6
b. Manfaat Praktis ................................................................................................... 7
BAB II TINJAUAN PUSTAKA..............................................................................8
2.1 Penelitian Terdahulu ................................................................................................. 8
2.2 Tinjauan Teoritis ..................................................................................................... 13
2.2.1 Komunikasi Pemasaran .................................................................................... 13
2.2.2 Strategi Komunikasi Pemasaran .................................................................... 16
2.2.2.1 Analisis Situasi .......................................................................................... 17
2.2.2.2 Segmentasi,Targeting,Positioning............................................................. 19
2.2.2.3 Memilih Saluran Komunikasi (Media) ..................................................... 21
2.2.2.4 Merencanakan Program IMC .................................................................... 22
2.3 Social Media Marketing .......................................................................................... 25
2.3.1 Social Media .................................................................................................... 26
2.3.2 Pemanfaatan media sosial ................................................................................ 28
2.3.3 Facebook .......................................................................................................... 29
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2.3.4 Instagram .......................................................................................................... 31
2.4 Brand Awareness .............................................................................................. 32
2.4.1 Peran Brand Awareness ............................................................................ 32
BAB III METODOLOGI PENELITIAN ..............................................................35
3.1 Paradigma Penelitian .............................................................................................. 35
3.2 Metode Penelitian ............................................................................................. 36
3.3 Subjek Penelitian .................................................................................................... 37
3.4 Teknik Pengumpulan Data ...................................................................................... 38
3.4.1 Data Primer ...................................................................................................... 38
3.4.2 Data Sekunder .................................................................................................. 39
3.5 Teknik Analisis Data ............................................................................................... 40
3.6 Teknik Pemeriksaan Keabsahan Data ..................................................................... 42
BAB IV HASIL PENELITIAN DAN PEMBAHASAN .......................................45
4.1 Gambaran Umum Obyek Penelitian ....................................................................... 45
4.1.1 Visi dan Misi Perusahaan ................................................................................. 46
4.1.2 Logo Perusahaan .............................................................................................. 47
4.1.3 Struktur Organisasi .......................................................................................... 47
4.2 Hasil Penelitian ....................................................................................................... 48
4.2.1 Strategi Komunikasi pemasaran melalui social media marketing ................... 49
4.2.1.1 Perencanaan .......................................................................................... 50
a.Analisis SWOT .............................................................................................. 50
b.Analisis STP ................................................................................................... 51
4.2.1.2 Pelaksanaan Bauran Komunikasi pemasaran Park 5 Hotel ................... 52
4.2.1.2.1 Bauran Promosi .................................................................................. 56
4.2.1.3 Brand (Pemerekan) ............................................................................... 62
4.2.1.4 Faktor-faktor Pendukung ...................................................................... 63
4.2.1.5 Faktor-faktor Penghambat ..................................................................... 65
4.3 Pembahasan ....................................................................................................... 66
4.3.1 Perencanaan .............................................................................................. 67
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4.3.2 Evaluasi ..................................................................................................... 68
BAB V KESIMPULAN DAN SARAN.................................................................69
5.1 Kesimpulan ............................................................................................................. 69
5.2 Saran ....................................................................................................................... 70
5.2.1 Saran Akademis ............................................................................................... 70
5.2.2 Saran Praktis .................................................................................................... 70
DAFTAR PUSTAKA ............................................................................................71
LAMPIRAN DATA .................................................................................................1
a.Hasil wawancara .......................................................................................................... 1
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DAFTAR GAMBAR
Logo Park 5 Hotel...............................................................................................47
Struktur Organisasi.............................................................................................47
Website Park 5 Hotel..........................................................................................58
Facebook Fanpage Park 5 Hotel........................................................................59
Instagram Park 5 Hotel......................................................................................60
http://digilib.mercubuana.ac.id/