Dewi, Sovia Kartika and Ulfa Andayani, S.Si., M.Si and Mufarrohah, SE., M.SA., Ak (2022) Strategi Pemasaran Samara Hotel & Resort Batu Di Masa Pandemi Covid-19. Diploma thesis, Universitas Brawijaya.
Abstract
Industri perhotelan adalah perusahaan yang memiliki pengaruh besar terhadap perekonomian. Salah satu perusahaan perhotelan ada di kota Batu yaitu Samara Hotel & Resort Batu. Namun, belakangan ini ditemukan virus baru dari Wuhan, China yang mengakibatkan pandemi COVID-19 dan berdampak luar biasa pada perekonomian Indonesia bahkan seluruh dunia. Tujuan dari penelitian ini adalah untuk menemukan strategi pemasaran yang tepat bagi Samara Hotel & Resort Batu dalam memasarkan produknya di masa pandemi COVID-19. Penelitian ini menggunakan pendekatan kualitatif deskriptif dimana teknik pengumpulan datanya dengan cara melakukan wawancara, observasi dan dokumentasi dengan menguraikan data yang ada besamaan dengan situasi yang terjadi. Hasil dari penelitian ini, menunjukkan bahwa penerapan pemasaran melalui digital marketing berdampak positif terhadap Samara Hotel & Resort Batu dimana pemanfaatan digital marketing dianggap perlu dilakukan terutama di tengah pandemi COVID-19 agar bisnis dapat terus beroperasi dan menghasilkan nilai ekonomi.
English Abstract
The hotel industry is a company that has a major influence on the economy. One of the hospitality companies in Batu city is Samara Hotel & Resort Batu. However, recently a new virus was discovered from Wuhan, China which resulted in the COVID-19 pandemic and had an extraordinary impact on the Indonesian economy and even the whole world. The purpose of this research is to find the right marketing strategy for Samara Hotel & Resort Batu in marketing its products during the COVID-19 pandemic. This study uses a qualitative descriptive approach where data collection techniques are conducted by conducting interviews, observation and documentation by describing existing data along with the situation that occurred. The results of this study indicate that the application of marketing through digital marketing has a positive impact on Samara Hotel & Resort Batu where the use of digital marketing is considered necessary, especially in the midst of the COVID-19 pandemic so that businesses can continue to operate and generate economic value.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0522170063 |
| Uncontrolled Keywords: | COVID-19, Strategi Pemasaran dan Matrik SWOT, COVID-19, Marketing Strategy and SWOT Matrix. |
| Divisions: | Program Vokasi > Usaha Wisata |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 24 May 2023 06:53 |
| Last Modified: | 24 May 2023 06:53 |
| URI: | http://repository.ub.ac.id/id/eprint/200236 |
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Text (DALAM MASA EMBARGO)
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