Wijaya, Risky Ananda Putra (2025) Digital Marketing Strategies in Supporting Brand Awareness of Sheraton Bandung Hotel & Towers. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to examine the digital marketing strategy implemented by Sheraton Bandung Hotel & Towers to support brand awareness. The data collection methods in this study are observation, interviews, and documentation. The researcher conducted an interview with the Assistant Director of Marketing Communications of Sheraton Bandung Hotel & Towers. The data analysis technique used is a qualitative descriptive approach. The results of the analysis show that Sheraton Bandung Hotel & Towers implements an integrated digital marketing strategy that is holistic and layered, using a marketing funnel framework to systematically support and strengthen brand awareness. This support is measured through the strength, favorability, and uniqueness of brand associations, which have successfully contributed to the achievement of business goals, namely reaching 25% of room bookings from digital channels.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Digital Marketing, Brand Awareness,Digital Marketing Tools, Hotel, Sheraton Bandung
Subjects: Ilmu Sosial Humaniora > Ilmu Sosial
Divisions: Jurusan Pariwisata > Prodi D4 Manajemen Bisnis Pariwisata > Skripsi
Depositing User: Risky Ananda Putra Wijaya
Date Deposited: 05 Sep 2025 09:43
Last Modified: 05 Sep 2025 09:43
URI: https://repository.pnb.ac.id/id/eprint/19062

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