Program Whizmate Sebagai Strategi Customer Relationships Management Hotel Swift Inn Aeropolis Tangerang Guna Mempertahankan Loyalitas Pelanggan

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PROGRAM WHIZMATE SEBAGAI STRATEGI CUSTOMER RELATIONSHIPS MANAGEMENT HOTEL SWIFT INN AEROPOLIS TANGERANG GUNA MEMPERTAHANKAN LOYALITAS PELANGGAN Skripsi. Diajukan guna Memenuhi Persyaratan Memperoleh Gelar Sarjana Ilmu Komunikasi (S.I.Kom.). Rico Trisnadi 13140110256 PROGRAM STUDI ILMU KOMUNIKASI KONSENTRASI MULTIMEDIA PUBLIC RELATIONS FAKULTAS ILMU KOMUNIKASI UNIVERSITAS MULTIMEDIA NUSANTARA TANGERANG 2017. Program Whizmate Sebagai..., Rico Trisnadi, FIKOM UMN, 2017.

Program Whizmate Sebagai..., Rico Trisnadi, FIKOM UMN, 2017.

Program Whizmate Sebagai..., Rico Trisnadi, FIKOM UMN, 2017.

Program Whizmate Sebagai..., Rico Trisnadi, FIKOM UMN, 2017.

HALAMAN PERSEMBAHAN. BILA Seorang anak menggendong ayahnya di pundak kiri dan menggendong ibunya di pundah kanan selama seratus tahun, MAKA Anak tersebut belum cukup membalas jasa kebaikan yang mendalam dari orang tuanya. Buddha Gautama (Anguttara Nikaya Bab IV Ayat 2). i Program Whizmate Sebagai..., Rico Trisnadi, FIKOM UMN, 2017.

Program Whizmate Sebagai..., Rico Trisnadi, FIKOM UMN, 2017.

Program Whizmate Sebagai..., Rico Trisnadi, FIKOM UMN, 2017.

ABSTRAK PROGRAM WHIZ MATE SEBAGAI STRATEGI CUSTOMER RELATIONSHIPS MANAGEMENT HOTEL SWIFT INN AEROPOLIS TANGERANG DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN Oleh: Rico Trisnadi Kota Tangerang merupakan salah satu daerah yang menjadi lahan investasi bagi para investor untuk membangun industri perhotelan mengingat Kota Tangerang memiliki Bandara Internasional Soekarno-Hatta. Pertumbuhan hotel di Kota Tangerang pun semakin lama semakin meningkat. Penelitian ini dilaksanakan untuk mengetahui bagaimana hotel di Kota Tangerang berupaya untuk bertahan dari ketatnya persaingan antarhotel di Kota Tangerang melalui loyalty program. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana strategi CRM yang dilakukan oleh Hotel Swift Inn Aeropolis Tangerang melalui program Whiz Mate dengan menggunakan konsep strategi model perencanaan CRM melalui model IDIC sebagai model penerapan program CRM dari Peppers dan Roger. Metode yang digunakan dalam penelitian ini adalah dengan metode studi kasus dengan sifat penelitian deskriptif dan pendekatan kualitatif dengan menggunakan wawancara sebagai teknik pengumpulan data. Hasil dari penelitian ini adalah untuk mempertahankan loyalitas pengunjung melalui program Whiz Mate ini, Hotel Swift Inn Aeropolis Tangerang melakukan perencanaan yang baik sebelum menerapkan program ini melakukan segmenting, targeting, dan positioning sehingga program tersebut dapat disesuaikan hingga ke tahap evaluasi program. Selain itu, Hotel Swift Inn Aeropolis Tangerang juga memiliki dasar strategi CRM yang baik dengan menerapkan implementasi model IDIC dalam penerapan program Whiz Mate yang terdiri dari empat tahap yaitu identify, differentiate, interaction, dan customize.. Kata kunci: CRM, strategi CRM, stretagi model penerapan CRM Peppers dan Rogers, perhotelan. iv Program Whizmate Sebagai..., Rico Trisnadi, FIKOM UMN, 2017.

ABSTRACT WHIZ MATE PROGRAM AS THE CUSTOMER RELATIONSHIPS STRATEGY OF SWIFT INN AEROPOLIS HOTEL TANGERANG FOR MAINTAINING THE CUSTOMERS LOYALTY BY: Rico Trisnadi Tangerang City now has been one of the city that become the investation target from the investor to create and build the hospitality industry because of the location of Soekarn-Hatta International Airport. The hotel growth in Tangerang city have been raised nowadays. This research is trying to find out how the hotels in Tangerang City survive from the business competition through the loyalty program. The goal of this research is to find out about the CRM strategy that implemented by Swift Inn Aeropolis Hotel Tangerang through Whiz Mate Program wiht the basic concept of IDIC implementation strategy model’s as the model of CRM impelemtation by Peppers and Roger. This research use the case study methodology with descriptive style of research with qualitatif approach and use interview technique as the data collection technique. The results of this research are to keep the loyalty of the visitors, Swift Inn Aeropolis Hotel Tangerang has made a good planning before implemented the program considering the segmenting, targeting, and positioning of the hotel until the evaluation step. Swift Inn Aeropolis Hotel Tangerang also have a good implementation thorough the IDIC’s model which is consist four steps, identify, differentiate, interaction, and communication.. Keywords: CRM, CRM strategic implementation model, Peppers and Rogers, hospitality.. v Program Whizmate Sebagai..., Rico Trisnadi, FIKOM UMN, 2017.

DAFTAR ISI. DAFTAR ISI. Hlm.. HALAMAN JUDUL HALAMAN PERNYATAAN HALAMAN PERSETUJUAN HALAMAN PENGESAHAN HALAMAN PERSEMBAHAN................................................................................... i KATA PENGANTAR ................................................................................................. ii ABSTRAK ................................................................................................................... iv DAFTAR ISI ................................................................................................................ vi DAFTAR GAMBAR ................................................................................................... ix DAFTAR TABEL ........................................................................................................ xi. BAB 1 PENDAHULUAN ........................................................................................... 2 1.1. Latar Belakang .................................................................................................... 2. 1.2. Rumusan Masalah............................................................................................... 9. 1.3. Tujuan Penelitian ................................................................................................ 9. 1.4. Kegunaan Penelitian 1.4.1 Kegunaan Teoritis...................................................................................... 10 1.4.2 Kegunaan Praktis ....................................................................................... 10. BAB 2 KERANGKA TEORI ...................................................................................... 11 2.1. Penelitian Terdahulu ........................................................................................... 11. 2.2. Kerangka Teori ................................................................................................... 18 2.2.1 Komunikasi Pemasaran ............................................................................. 18 2.2.1.1 Tujuan Komunikasi Pemasaran ..................................................... 19 2.2.1.2 CRM Dalam Komunikasi Pemasaran ........................................... 20 2.2.2 Customer Relationships Management ....................................................... 22. vi Program Whizmate Sebagai..., Rico Trisnadi, FIKOM UMN, 2017.

2.2.2.1 Fungsi CRM .................................................................................. 23 2.2.2.2 Model Penerapan CRM ................................................................. 24 2.2.2.3 Loyalitas Pelanggan ...................................................................... 31 2.2.2.4 Program Loyalitas Pelanggan........................................................ 33 2.2.2.5 Karakteristik CRM Perhotelan ...................................................... 34 2.3. Kerangka Pemikiran ........................................................................................... 36. BAB 3 METODOLOGI PENELITIAN....................................................................... 37 3.1. Jenis dan Sifat Penelitian .................................................................................... 37. 3.2. Metode Penelitian ............................................................................................... 42. 3.3. Key Informan ...................................................................................................... 43. 3.4. Teknik Pengumpulan Data ................................................................................. 44. 3.5. Keabsahan Data .................................................................................................. 46. 3.6. Teknik Analisis Data .......................................................................................... 48. BAB IV HASIL PENELITIAN DAN PEMBAHASAN ............................................. 50 4.1. Gambaran Umum Perusahaan ............................................................................ 50. 4.2. Hasil Penelitian ................................................................................................... 58 4.2.1 Perencanaan CRM Oleh Hotel Swift Inn Aeropolis Tangerang ................ 59 4.2.2 Implementasi CRM Hotel Swift Inn Melalui Program Whiz Mate ........... 65 4.2.3 Evaluasi CRM Hotel Swift Inn Melalui Program Whiz Mate ................... 93. 4.3. Pembahasan ........................................................................................................ 95 4.3.1 Identify ....................................................................................................... 95 4.3.2 Differentiate ............................................................................................... 99 4.3.3 Interact....................................................................................................... 103 4.3.4 Customize................................................................................................... 108. BAB V KESIMPULAN DAN SARAN ....................................................................... 111 5.1 Kesimpulan ............................................................................................................ 111 5.2 Saran....................................................................................................................... 114. vii Program Whizmate Sebagai..., Rico Trisnadi, FIKOM UMN, 2017.

DAFTAR PUSTAKA .................................................................................................. 116 LAMPIRAN CV. viii Program Whizmate Sebagai..., Rico Trisnadi, FIKOM UMN, 2017.

DAFTAR GAMBAR. 1. Gambar 1.1 Kunjungan wisata asing Indonesia 2007-2015 .................................... 3 2. Gambar 1.2 Kunjungan wisata asing Indonesia 2013-2016 .................................... 3 3. Gambar 2.1 Hubungan antara CRM dengan Marcomm.......................................... 17 4. Gambar 4.1 Logo Perusahaan ................................................................................. 51 5. Gambar 4.2 Review situs Traveloka ....................................................................... 51 6. Gambar 4.3 Review situs TripAdvisor .................................................................... 52 7. Gambar 4.4 Kamar Hollywood ............................................................................... 53 8. Gambar 4.5 Kamar Twin ......................................................................................... 53 9. Gambar 4.6 Struktur Organisasi .............................................................................. 57 10. Gambar 4.7 Twitter Hotel Swift Inn ....................................................................... 63 11. Gambar 4.8 Instagram Hotel Swift Inn ................................................................... 64 12. Gambar 4.9 Facebook Hotel Swift Inn .................................................................... 64 13. Gambar 4.10 Kedai Aero......................................................................................... 70 14. Gambar 4.11 Waroenk Onokabe ............................................................................. 70 15. Gambar 4.12 Klasifikasi Poin Le Club ................................................................... 77 16. Gambar 4.13 Ketentuan Poin Le Club .................................................................... 77 17. Gambar 4.14 Perolehan Poin Le Club ..................................................................... 78 18. Gambar 4.15 Registrasi Member Le Club ............................................................... 78 19. Gambar 4.16 Registrasi Member Le Club ............................................................... 79 20. Gambar 4.17 Kartu Member Le Club ..................................................................... 79 21. Gambar 4.18 Brosur Program KGVC ..................................................................... 83 22. Gambar 4.19 Brosur Program KGVC ..................................................................... 84 23. Gambar 4.20 Halaman Registrasi Online KGVC ................................................... 85 24. Gambar 4.21 Halaman Registrasi Online KGVC ................................................... 85 25. Gambar 4.22 Finalisasi Pembuatan Kartu KGVC ................................................... 86 26. Gambar 4.23 Kartu KGVC ...................................................................................... 86 27. Gambar 4.24 E-Card Whiz Mate ............................................................................. 90 28. Gambar 4.25 Status E-Card Whiz Mate .................................................................. 90 29. Gambar 4.26 Cara Mendaftar Whiz Mate ............................................................... 92 30. Gambar 4.27 Data Tamu Tanggal 20 Mei 2017 ...................................................... 98 ix Program Whizmate Sebagai..., Rico Trisnadi, FIKOM UMN, 2017.

31. Gambar 4.29 Data Tamu Tanggal 22 Mei 2017 ...................................................... 98 32. Gambar 4.30 Level membership Program Whiz Mate ............................................ 101 33. Gambar 4.31 Data Member Whiz Mate .................................................................. 101 34. Gambar 4.33 Post Twitter dan Instragram Hotel Swift Inn .................................... 106. x Program Whizmate Sebagai..., Rico Trisnadi, FIKOM UMN, 2017.

DAFTAR TABEL 1. Tabel 2.1 Penelitian Terdahulu ............................................................................... 11 2. Tabel 2.2 Perbedaan Offensive dan Defensive Strategy ......................................... 25 3. Tabel 4.1 Perbedaan Whiz Mate Pusat dengan Hotel Swif Inn .............................. 69 4. Tabel 4.2 Hotel di Kota Tangerang ......................................................................... 73 5. Tabel 4.3 Hotel di Kota Tangerang dengan yang memiliki loyalty program .......... 74 6. Tabel 4.4 Perbedaan level member novotel ............................................................ 76 7. Tabel 4.5 Persamaan dan Perbedaan Whiz Mate dengan Le Club .......................... 81 8. Tabel 4.6 Persamaan dan Perbedaan Whiz Mate dengan KGVC ........................... 88 9. Tabel 4.7 Pertumbuhan Tingkat Okupansi Hotel Swift Inn .................................... 94 10. Tabel 4.8 Perbedaan Whiz Mate Pusat dengan Hotel Swif Inn .............................. 110. xi Program Whizmate Sebagai..., Rico Trisnadi, FIKOM UMN, 2017.