Sriwidani, Putu Cahyu (2025) Implementasi Marketing Communication untuk Meningkatkan Brand Awareness di Royal Tulip Springhill Resort Jimbaran. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to analyze the implementation of marketing communication strategies to increase brand awareness at the Royal Tulip Springhill Resort Jimbaran Hotel. The background to this research is based on the increasingly fierce competition in the hotel industry, particularly in the Bali tourism area, which demands that every hotel have an effective marketing communication strategy to strengthen brand competitiveness in the minds of consumers. The research method used was a descriptive qualitative approach with a case study approach. Data collection was conducted through observation, in-depth interviews with hotel management, and documentation related to marketing activities. Data analysis utilized triangulation of sources and techniques to ensure data validity, with the aid of NVivo 15 software to map findings based on thematic coding. This study used brand awareness indicators (brand recognition, brand recall, top of mind) and marketing communication mix components, including advertising, public relations, sales promotion, direct marketing, personal selling, and digital marketing. The results indicate that the Royal Tulip Springhill Resort Jimbaran Hotel has implemented various elements of integrated marketing communication, with a primary focus on digital marketing and public relations as the primary means of building brand awareness. Strategies implemented included utilizing social media, collaborating with tourism influencers, customer loyalty programs, and participating in local tourism events. As a result, brand recall and top-of-mind awareness indicators increased, particularly among domestic tourists and the middle-to-upper market segment. This study recommends optimizing digital channels and increasing brand message consistency to strengthen the Royal Tulip Hotel's position in consumers' minds and increase long-term customer loyalty.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Marketing communication, Brand awareness, Hotel, NVivo 15, Royal Tulip Springhill Jimbaran.
Subjects: Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Bisnis Digital > Skripsi
Depositing User: Putu Cahyu Sriwidani
Date Deposited: 29 Aug 2025 09:59
Last Modified: 29 Aug 2025 09:59
URI: https://repository.pnb.ac.id/id/eprint/18225

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