ABSTRAK
Suci Marta (210120120509), 2014. Jurusan Ilmu Hubungan Masyarakat, Program Magister Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Padjadjaran dengan Dr. Hj. Hanny Hafiar, M.Si. sebagai ketua tim pembimbing dan Prof. Dr. Hj. Mien Hidayat, M.S. sebagai anggota tim pembimbing. Penelitian ini berjudul “Strategi Marketing Public Relations The Axana Hotel (Ex.Hotel Ambacang) Pasca Gempa Sumbar 30 September 2009”.
Penelitian ini menggunakan jenis studi studi kasus yang ditulis dalam tradisi kualitatif serta menggunakan beberapa teori yang melandasi penelitian yaitu teori interaksi simbolik, teori konstruksi sosial atas realitas, dan planning theory.
Kesimpulan penelitian ini adalah (1) Repositioning The Axana Hotel pasca gempa adalah (a) The Axana Hotel Memberi Pelayanan berstandar Topotels Management (b) Konsep Bangunan The Axana Hotel bernilai sejarah (c) The Axana Hotel adalah Hotel Berbintang Empat (d) Terjadi Perebutan SDM dengan kompetitor (e) Karyawan The Axana Hotel Kompak dan Loyal (f) The Axana Hotel sebagai One Stop Living Center (g) The Axana Hotel Berkonsep Go Green. (2) untuk meningkatkan jumlah tamu pasca gempa, pihak manajemen melakukan beragam cara seperti (a) Tahap Awal (b) Tahap Lanjutan dengan melakukan perbaikan internal (employee relations) dan perbaikan eksternal (event public relations, media relations, client gathering, serta pemanfaatan media sosial). (3) Alasan mengapa government relations dijadikan strategi andalan untuk merebut pangsa pasar oleh The Axana Hotel pasca gempa Sumbar 30 September 2009 adalah (a) Pemerintah sudah punya anggaran untuk melaksanakan event, (b) Pemerintah memiliki program yang teratur setiap tahun, (3) Lembaga pemerintahan sangat banyak.
ABSTRACT
Suci Marta (210120120509), 2014. Department of Public Relations, Master of Communication Studies, Faculty of Communication Sciences, University of Padjadjaran with Dr. Hj. Hanny Hafiar, M.Si. as a supervising team leader and Prof. Dr. Hj. Mien Hidayat, M S as a supervising team member. The titled of the research is "Marketing Public Relations’s Strategy of The Axana Hotel (Ex.Hotel Ambacang) after West Sumatera’s Earthquake on 30 September 2009".
The method of this research is case study that written in qualitative tradition and use several theories like symbolic interaction theory, social construction of reality theory, and planning theory.
The conclusions of this research are (1) Repositioning The Axana Hotel after the earthquake was (a) The Axana Hotel providing Topotels Management’s service standar (b) The building concept of The Axana Hotel having an historycal value (c) The Axana Hotel is now a four stars hotel (d) Increased number of The Axana Hotel’s competitors that occurred Scramble HR (e) The Axana Hotel having a loyal and cohesive employees (f) The Axana Hotel as one stop living center (g) The Axana Hotel walk a Go Green concept. (2) To increase the number of guests after the earthquake, the management did variety ways such as (a) first step and (b) continued step by improving internal (employee relations) and external repairs (event public relations, media relations, client gatherings, as well as utilization social media). (3) The reason why the government relations strategy used to capture market share by The Axana Hotel after the earthquake in West Sumatra on 30 September 2009 were : (a) the government already has a budget to carry out the event, (b) the government has a regular program each year, (c) there are soo many government agencies in west sumatera.
