strategi online travelkc.umn.ac.id/10572/7/halaman_awal.pdf2017-2018 sebesar 8%, sedangkan pada...
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STRATEGI MARKETING COMMUNICATIONS
DALAM MENINGKATKAN OKUPANSI KAMAR
DI TENGAH MARAKNYA ONLINE TRAVEL
AGENT
(Studi Kasus: Hotel Amaris Serpong tahun 2019)
SKRIPSI
Diajukan Guna Menjadi Dasar dalam Penyusunan Skripsi pada Program Studi
Ilmu Komunikasi Universitas Multimedia Nusantara
Grace
00000011628
PROGRAM STUDI ILMU KOMUNIKASI
KOSENTRASI MARKETING COMMUNICATIONS
FAKULTAS ILMU KOMUNIKASI
UNIVERSITAS MULTIMEDIA NUSANTARA
TANGERANG
2019
Strategi marketing communications..., Grace, FIK UMN, 2019
Strategi marketing communications..., Grace, FIK UMN, 2019
Strategi marketing communications..., Grace, FIK UMN, 2019
iv
HALAMAN PERSEMBAHAN
Filipi 4:6
“Janganlah hendaknya kamu kuatir tentang apapun juga, tetapi nyatakanlah dalam
segala hal keinginanmu kepada Allah dalam doa dan permohonan dengan ucapan
syukur”
Amsal 16:3
“Serahkanlah perbuatanmu kepada Tuhan, maka terlaksanalah segala rencanamu”
“Jalan-Jalan Beli Banana
Makan Kurma Ketemu Raja
Kalau Ingin Jadi Sarjana
Jangan Hanya Mimpi Saja”
Strategi marketing communications..., Grace, FIK UMN, 2019
v
KATA PENGANTAR
Puji syukur peneliti panjatkan kepada Tuhan Yang Maha Esa. Atas
anugrahnya laporan penelitian ini yang berjudul “Strategi Marketing
Communications Dalam Meningkatkan Okupansi Kamar Di Tengah Maraknya
Online Travel Agent (Studi Kasus: Hotel Amaris Serpong Tahun 2019)” telah
selesai tepat pada waktunya.
Dalam proses penelitian hingga penyusunan Skripsi ini, terdapat beberapa
pihak yang senantiasa memberikan dukungan, arahan , dan doa serta waktu untuk
membantu peneliti, pada kesempatan ini peneliti ingin menyampaikan rasa terima
kasih kepada:
1. Universitas Multimedia Nusantara, kampus tercinta yang telah menjadi
sumber inspirasi dan ilmu pengetahuan selama menempuh pendidikan di
Fakultas Ilmu Komunikasi.
2. Kepada Bapak Dr. Indiwan Seto Wahjuwibowo Msi, selaku dosen
pembimbing penelitian yang telah memberikan arahan, masukan, saran
dan meluangkan waktunya serta memberikan semangat kepada peneliti
selama proses pembuatan skripsi ini dari awal hingga selesai.
3. Kepada Bapak Agung Maulana, Andhika Hamidis dan Bobi Bagaskara
atas kesediaannya menjadi narasumber utama yang telah meluangkan
waktu ditengah kesibukannya untuk bersedia di wawancara dan berbagi
informasi yang dibutuhkan oleh peneliti.
Strategi marketing communications..., Grace, FIK UMN, 2019
Strategi marketing communications..., Grace, FIK UMN, 2019
vii
STRATEGI MARKETING COMMUNICATIONS DALAM
MENINGKATKAN OKUPANSI KAMAR DI TENGAH MARAKNYA
ONLINE TRAVEL AGENT
(Studi Kasus Pada Hotel Amaris Serpong Tahun 2019)
ABSTRAK
Oleh : Grace
Industri pariwisata di Indonesia semakin meningkat dapat memberikan
dampak yang positif terhadap pertumbuhan industri perhotelan di Indonesia. Salah
satu kota yang sudah menjadi kota berkembang adalah Kota Tangerang Selatan
yaitu Serpong. Dengan semakin banyaknya hotel-hotel yang dibangun di kawasan
Serpong, maka semakin banyak kompetitor-kompetitor yang akan bersaing.
Ditambah lagi dengan semakin berkembangnya teknologi akan memudahkan
orang-orang untuk memesan hotel melalui Online Travel Agent. Oleh karena itu
perlu adanya strategi marketing communications untuk membedakan Hotel
Amaris Serpong dengan hotel lainnya dan dapat meningkatkan okupansi kamar
hotel.
Peneliti ini bertujuan untuk mengetahui strategi marketing
communications yang digunakan oleh Hotel Amaris Serpong dalam meningkatkan
okupansi kamar melalui OTA pada tahun 2019. Penelitian ini mengacu pada
strategi marketing communications dan marketing communications tools dari
Chris Fill.
Jenis dan sifat penelitian ini adalah kualitatif-deskriptif dengan metode
penelitian studi kasus. Data diperoleh melalui wawancara mendalam dengan
subjek penelitian.
Hasil penelitian ini menunjukkan bahwa Hotel Amaris Serpong
menggunakan strategi push, pull dan profile dengan mengkombinasikan
marketing communications tools seperti advertising, sales promotion, personal
selling, direct marketing dan public relation untuk meningkatkan okupansi
kamarnya. Hotel Amaris Serpong mengalami peningkatan okupansi dari tahun
2017-2018 sebesar 8%, sedangkan pada tahun 2018-2019 (Januari – April)
peneliti mengalami keterbatasan waktu penelitian, sehingga peneliti hanya
mendapatkan data revenue sebesar Rp. 618.943.291 yang diprediksi akan
mengalami peningkatan pada tahun 2019. Peningkatan okupansi ini tidak terlepas
dari peran Marketing Supervisor, Marketing Executive dan Hotel Manager yang
bekerja sama dalam memberikan ide-ide untuk Hotel Amaris Serpong dan
memberikan informansi dengan mengkomunikasikan kepada calon konsumen
terhadap produk dan jasa yang ingin ditawarkan melalui Strategi Marketing
Communications.
Kata Kunci: Marketing Communications, Online Travel Agent, Tingkat Okupansi
Kamar.
Strategi marketing communications..., Grace, FIK UMN, 2019
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MARKETING COMMUNICATIONS STRATEGIES FOR INCREASING
ROOM OCCUPANCY IN THE MIDDLE OF THE ONLINE TRAVEL
AGENT
(Case Study : Amaris Serpong Hotel 2019)
ABSTRACT
By : Grace
Tourism industry in Indonesia rapidly growing can give positive impact to
growth of hospitality industry in Indonesia. One of the city that already growing is
Tangerang Selatan, Serpong. While there lots of hotel been built around Serpong,
therefore goes to increasing number of competitiveness. In addition with
technological development around, it makes booking hotels more easier through
Online Travel Agent. Therefore , a marketing communication strategies is needed
to differentiate Amaris Serpong Hotel between the others, also to increasing hotel
room occupancies.
This research aim to knowing the marketing communications strategies
used by Amaris Serpong Hotel on increasing room occupancy through OTA on
2019. This research refers to marketing communications strategy and marketing
communications tools from Chris Fill.
This types of research are qualitative-descriptive with case study research
method. Data acquired on this research are from the subject through the interview.
Result showed that Amaris Serpong Hotel using push, pull, and profile
strategy with marketing communications tools combined such as advertising, sales
promotion, personal selling, direct marketing, and public relations to increase
room occupancy. Amaris Serpong Hotel had it increased around 8% between
2017-2018, while this study had its limited between 2018-2019 (January-April).
Therefore result shows that Amaris Serpong had its revenue around 618.943.291
Rupiah which predicted growing on 2019. All of the impacted units are caused by
Marketing Supervisor, Marketing Executive, and Hotel Manager together for
creating ideas and communicating information to potential customers over the
product and services offered through Marketing Communications Strategies.
Keywords : Marketing Communications, Online Travel Agent, Room
Occupancy Rate
Strategi marketing communications..., Grace, FIK UMN, 2019
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DAFTAR ISI
HALAMAN JUDUL ...........................................................................................0
HALAMAN PERNYATAAN ............................................................................ii
HALAMAN PERSETUJUAN ............................................................................iii
HALAMAN PERSEMBAHAN .........................................................................iv
KATA PENGANTAR ........................................................................................v
ABSTRAK ..........................................................................................................vii
ABSTRACT ........................................................................................................viii
DAFTAR ISI .......................................................................................................ix
DAFTAR GAMBAR ..........................................................................................xiv
DAFTAR TABEL DAN BAGAN ......................................................................xvii
DAFTAR LAMPIRAN FOTO
.............................................................................................................................xvii
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BAB 1 PENDAHULUAN
1.1 Latar Belakang .....................................................................................1
1.2 Rumusan Masalah ................................................................................11
1.3 Pertanyaan Penelitian ..........................................................................12
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1.4 Tujuan Penelitian .................................................................................12
1.5 Manfaat Penelitian ...............................................................................12
1.5.1 Manfaat Akademis ............................................................................12
1.5.2 Manfaat Praktis .................................................................................13
1.6 Keterbatasan Penelitian .......................................................................14
BAB 2 KERANGKA TEORI
2.1 Penelitian Terdahulu ............................................................................15
2.2 Kerangka Konspetual...........................................................................26
2.2.1 Marketing ..........................................................................................26
2.2.2 Marketing Mix ...................................................................................27
2.2.3 Marketing Communications ..............................................................30
2.2.3.1 Tujuan Marketing Communications ...............................................31
2.2.3.2 Strategi Marketing Communications..............................................32
2.2.3.3 SWOT Analysis ..............................................................................33
2.2.4 Marketing Communications Tools ....................................................34
2.2.4.1 Advertising .....................................................................................34
2.2.4.2 Sales Promotion .............................................................................35
2.2.4.3 Public Realtions .............................................................................36
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2.2.4.4 Direct Marketing ............................................................................37
2.2.4.5 Personal Selling ..............................................................................40
2.2.5 Marketing Communication Planning Framework (MCPF) ...............41
2.2.5.1 Context Analysis ..............................................................................41
2.2.5.2 Promotional Goals ..........................................................................42
2.2.5.3 Promotional Strategy ......................................................................43
2.2.5.4 Schedule ..........................................................................................44
2.2.5.5 Resources ........................................................................................44
2.2.5.6 Coordinated Communications Mix .................................................45
2.2.5.7 Control and Evaluations .................................................................45
2.2.6 Marketing Communications Tourism and Hospitality .......................45
2.2.7 Segmenting, Targeting, Positioning ...................................................47
2.2.7.1 Segmenting ......................................................................................47
2.2.7.2 Targeting .........................................................................................47
2.2.7.3 Positioning ......................................................................................48
2.2.8 Online Travel Agent ...........................................................................48
2.2.9 Tingkat Okupansi Kamar ...................................................................50
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2.3 Kerangka Pemikiran ..............................................................................52
BAB 3 METODOLOGI PENELITIAN
3.1 Paradigma Penelitian ...........................................................................53
3.2 Jenis dan Sifat Penelitian .....................................................................53
3.3 Metode Penelitian ................................................................................55
3.4 Partisipan dan Informan .......................................................................56
3.4.1 Partisipan ...........................................................................................56
3.4.2 Informan ............................................................................................57
3.5 Pengumpulan Data ...............................................................................58
3.6 Keabsahan Data ...................................................................................61
3.7 Teknik Analisis Data ...........................................................................62
BAB 4 HASIL PENELITIAN DAN PEMBAHASAN
4.1 Gambaran Umum Hotel Amaris Serpong ...........................................67
4.1.1 Sejarah Hotel Amaris Serpong ..........................................................67
4.1.2 Visi, Misi dan Nilai ...........................................................................73
4.1.3 Logo Hotel Amaris Serpong .............................................................74
4.1.4 Struktur Organisasi Hotel Amaris Serpong ......................................76
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4.2 Hasil Penelitian ....................................................................................77
4.2.1 Context Analysis ................................................................................78
4.2.2 Promotional Goals ............................................................................87
4.2.3 Promotional Strategy ........................................................................88
4.2.4 Schedule ............................................................................................91
4.2.5 Resources ..........................................................................................92
4.2.6 Coordinating Commnications Mix ....................................................92
4.2.7 Control and Evaluations ...................................................................104
4.2.8 Marketing Communications Tourism and Hospitality ......................104
4.2.9 Online Travel Agent Hotel Amaris Serpong .....................................105
4.2.10 Tingkat Okupansi Kamar ................................................................112
4.3 Pembahasan .........................................................................................113
4.3.1 Peran dan Fungsi Marketing Communications Hotel Amaris Serpong
.............................................................................................................................113
4.3.2 Strategi Marketing Communications Hotel Amaris Serpong ...........120
BAB 5 SIMPULAN DAN SARAN
5.1 Simpulan ..............................................................................................132
5.2 Saran ....................................................................................................135
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5.2.1 Saran Akademis ...............................................................................135
5.2.2 Saran Praktis ....................................................................................136
DAFTAR PUSTAKA
TRANSKRIP WAWANCARA PARTISIPAN 1
TRANSKRIP WAWANCARA PARTISIPAN 2
TRANSKRIP WAWANCARA INFORMAN AHLI
CURRICULUM VITAE
LAMPIRAN FOTO
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DAFTAR GAMBAR
Gambar 1.1 Perolehan Devisa Indonesia Menurut Lapangan Usaha ....................2
Gambar 1.2 Penerimaan Devisa Indonesia ............................................................2
Gambar 1.3 Realisasi Wisata Mancanegara 2015-2017 ........................................3
Gambar 1.4 Realisasi Wisata Nusantara 2017 ......................................................3
Gambar 1.5 Perbandingan Jumlah Hotel Berbintang dan Akomodasi Lainnya Tahun
2010-2015 ..............................................................................................................4
Gambar 1.6 Perbandingan Pendapatan PDB 2011-2015 .......................................5
Gambar 1.7 Penyebaran Hotel Amaris ..................................................................8
Gambar 1.8 Data Pengguna Internet di Indonesia .................................................9
Gambar 1.9 Data Pemanfaatan Internet Bidang Ekonomi ....................................10
Gambar 2.1 Marketing Communications Tools .....................................................40
Gambar 2.2 Marketing Communications Planning Framework (MCPF) .............41
Gambar 4.1 Smart Twin Room ..............................................................................69
Gambar 4.2 Smart Hollywood Room .....................................................................70
Gambar 4.3 Jenis-Jenis Kapasitas Meeting Room Hotel Amaris Serpong ............71
Gambar 4.4 Meeting Room ....................................................................................71
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Gambar 4.5 Restaurant Room ...............................................................................72
Gambar 4.6 Logo Hotel Amaris Serpong ..............................................................74
Gambar 4.7 Nama Hotel Amaris Serpong .............................................................74
Gambar 4.8 Hotel Amaris Serpong Melakukan Penawaran Kepada Universitas
Multimedia Nusantara ...........................................................................................90
Gambar 4.9 Advertising di website ICE BSD Serpong .........................................93
Gambar 4.10 Promo Bulan Puasa ..........................................................................95
Gambar 4.11 Promo Kupon di Traveloka .............................................................97
Gambar 4.12 Promo Kupon di Pegipegi................................................................98
Gambar 4.13 Donor Darah Hotel Amaris Serpong ...............................................99
Gambar 4.14 Hotel Amaris Serpong Membagikan Makanan Kepada Pengendara di
Depan Hotel Amaris Serpong ................................................................................99
Gambar 4.15 Publikasi Kompas.com Tentang Hotel Amaris Serpong .................100
Gambar 4.16 Publikasi Tribuntravel.com Tentang Hotel Amaris Serpong ..........100
Gambar 4.17 Hotel Amaris Serpong Melakukan Penawaran Kepada Universitas
Multimedia Nusantara ...........................................................................................102
Gambar 4.18 Situs Resmi Hotel Amaris amarishotel.com ....................................102
Gambar 4.19 Harga Hotel Amaris Serpong di Traveloka .....................................107
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Gambar 4.20 Harga Hotel Amaris Serpong di Agoda.com ...................................108
Gambar 4.21 Harga Hotel Amaris Serpong di Pegipegi .......................................108
Gambar 4.22 Harga Hotel Amaris Serpong di Booking.com ................................109
Gambar 4.23 Harga Hotel Amaris Serpong di Expedia.co.id ...............................109
Gambar 4.24 Harga Hotel Amaris Serpong di Tiket.com .....................................110
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DAFTAR TABEL DAN BAGAN
Tabel 1.1 Data Market Segment Hotel Amaris Serpong Tahun 2017-2018 ..........8
Tabel 2.1 Penelitian Terdahulu ..............................................................................20
Tabel 4.1 SWOT Analisis Hotel Amaris Serpong.................................................82
Tabel 4.2 Data Market Segment Hotel Amaris Serpong Tahun 2017-2019 ..........112
Tabel 4.3 Strategi Marketing Communications Hotel Amaris Serpong ................128
Bagan 4.1. Organization Chart Hotel Amaris Serpong ........................................76
Strategi marketing communications..., Grace, FIK UMN, 2019
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DAFTAR LAMPIRAN FOTO
FOTO-FOTO PENELITIAN
Peneliti bersama Agung Maulana (Marketing Executive Hotel Amaris
Serpong), sebagai Partisipan 1
Peneliti bersama Andhika Hamidis (Hotel Manager Hotel Amaris
Serpong), sebagai Partisipan 2
Peneliti bersama Bobi Bagaskara (HRD Hotel Amaris Serpong), sebagai
pemberi data-data Hotel Amaris Serpong
Peneliti bersama Busyra Oryza (Corporate Communications Manager
Pegipegi), sebagai Informan Ahli
Strategi marketing communications..., Grace, FIK UMN, 2019