Strategi Marketing Public Relations Hotel Santika Premiere Bintaro Dalam Meningkatkan Loyalitas Pelanggan

Abstract

Customers are a very important aspect for Santika Premiere Hotel Bintaro. Therefore, Santika Premiere Hotel Bintaro designed a Marketing Public Relations strategy to increase customer loyalty. This study aimed to determine the Marketing Public Relations strategy of Santika Premiere Hotel Bintaro in increasing customer loyalty. The formulation of the problem of this study was how to know the Marketing Public Relations strategy in increasing customer loyalty?. The researcher used the Three Ways Strategy Theory (Puss, Pull, and Pass) proposed by Thomas L. Harris. The subject of this study was the Public Relations of Santika Premiere Hotel Bintaro, in which the subject consisted of key informants and informants. The object of this study was customer loyalty at the Santika Premiere Hotel Bintaro. The data collection was obtained through observation, literature review, and documentation regarding the research object. The results showed that the Public Relations Marketing strategy of Santika Premiere Hotel Bintaro in increasing customer loyalty had been successful by using Push Strategy, including trade shows, social media. The Pull Strategy was by joining open booth events, exhibitions, bazars, workshops, creating brochures, souvenirs, Press Release that the Santika Premiere Hotel Bintaro provided, courtesy, surprise birthday for customers who have birthday gatherings with Santika Premiere Hotel Bintaro. The Pass Strategy was by supporting in the health world in collaboration with RS.IMC Bintaro and PMI South Tangerang and supporting charity activities and also supporting and contributing to the protection of shark life in collaboration with WWF Indonesia. Moreover, for the theoretical advice, the researcher expects that this study can contribute to the development of communication science in Marketing Public Relations. While practically, the researcher expects that this study will become input and consideration of the Public Relations Marketing strategy of the Santika Premiere Hotel Bintaro in increasing customer loyalty.