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i

STRATEGI MARKETING COMMUNICATIONS

DALAM MENINGKATKAN OKUPANSI KAMAR

DI TENGAH MARAKNYA ONLINE TRAVEL

AGENT

(Studi Kasus: Hotel Amaris Serpong tahun 2019)

SKRIPSI

Diajukan Guna Menjadi Dasar dalam Penyusunan Skripsi pada Program Studi

Ilmu Komunikasi Universitas Multimedia Nusantara

Grace

00000011628

PROGRAM STUDI ILMU KOMUNIKASI

KOSENTRASI MARKETING COMMUNICATIONS

FAKULTAS ILMU KOMUNIKASI

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019

Strategi marketing communications..., Grace, FIK UMN, 2019



iv

HALAMAN PERSEMBAHAN

Filipi 4:6

“Janganlah hendaknya kamu kuatir tentang apapun juga, tetapi nyatakanlah dalam

segala hal keinginanmu kepada Allah dalam doa dan permohonan dengan ucapan

syukur”

Amsal 16:3

“Serahkanlah perbuatanmu kepada Tuhan, maka terlaksanalah segala rencanamu”

“Jalan-Jalan Beli Banana

Makan Kurma Ketemu Raja

Kalau Ingin Jadi Sarjana

Jangan Hanya Mimpi Saja”


v

KATA PENGANTAR

Puji syukur peneliti panjatkan kepada Tuhan Yang Maha Esa. Atas

anugrahnya laporan penelitian ini yang berjudul “Strategi Marketing

Communications Dalam Meningkatkan Okupansi Kamar Di Tengah Maraknya

Online Travel Agent (Studi Kasus: Hotel Amaris Serpong Tahun 2019)” telah

selesai tepat pada waktunya.

Dalam proses penelitian hingga penyusunan Skripsi ini, terdapat beberapa

pihak yang senantiasa memberikan dukungan, arahan , dan doa serta waktu untuk

membantu peneliti, pada kesempatan ini peneliti ingin menyampaikan rasa terima

kasih kepada:

1. Universitas Multimedia Nusantara, kampus tercinta yang telah menjadi

sumber inspirasi dan ilmu pengetahuan selama menempuh pendidikan di

Fakultas Ilmu Komunikasi.

2. Kepada Bapak Dr. Indiwan Seto Wahjuwibowo Msi, selaku dosen

pembimbing penelitian yang telah memberikan arahan, masukan, saran

dan meluangkan waktunya serta memberikan semangat kepada peneliti

selama proses pembuatan skripsi ini dari awal hingga selesai.

3. Kepada Bapak Agung Maulana, Andhika Hamidis dan Bobi Bagaskara

atas kesediaannya menjadi narasumber utama yang telah meluangkan

waktu ditengah kesibukannya untuk bersedia di wawancara dan berbagi

informasi yang dibutuhkan oleh peneliti.



vii

STRATEGI MARKETING COMMUNICATIONS DALAM

MENINGKATKAN OKUPANSI KAMAR DI TENGAH MARAKNYA

ONLINE TRAVEL AGENT

(Studi Kasus Pada Hotel Amaris Serpong Tahun 2019)

ABSTRAK

Oleh : Grace

Industri pariwisata di Indonesia semakin meningkat dapat memberikan

dampak yang positif terhadap pertumbuhan industri perhotelan di Indonesia. Salah

satu kota yang sudah menjadi kota berkembang adalah Kota Tangerang Selatan

yaitu Serpong. Dengan semakin banyaknya hotel-hotel yang dibangun di kawasan

Serpong, maka semakin banyak kompetitor-kompetitor yang akan bersaing.

Ditambah lagi dengan semakin berkembangnya teknologi akan memudahkan

orang-orang untuk memesan hotel melalui Online Travel Agent. Oleh karena itu

perlu adanya strategi marketing communications untuk membedakan Hotel

Amaris Serpong dengan hotel lainnya dan dapat meningkatkan okupansi kamar

hotel.

Peneliti ini bertujuan untuk mengetahui strategi marketing

communications yang digunakan oleh Hotel Amaris Serpong dalam meningkatkan

okupansi kamar melalui OTA pada tahun 2019. Penelitian ini mengacu pada

strategi marketing communications dan marketing communications tools dari

Chris Fill.

Jenis dan sifat penelitian ini adalah kualitatif-deskriptif dengan metode

penelitian studi kasus. Data diperoleh melalui wawancara mendalam dengan

subjek penelitian.

Hasil penelitian ini menunjukkan bahwa Hotel Amaris Serpong

menggunakan strategi push, pull dan profile dengan mengkombinasikan

marketing communications tools seperti advertising, sales promotion, personal

selling, direct marketing dan public relation untuk meningkatkan okupansi

kamarnya. Hotel Amaris Serpong mengalami peningkatan okupansi dari tahun

2017-2018 sebesar 8%, sedangkan pada tahun 2018-2019 (Januari – April)

peneliti mengalami keterbatasan waktu penelitian, sehingga peneliti hanya

mendapatkan data revenue sebesar Rp. 618.943.291 yang diprediksi akan

mengalami peningkatan pada tahun 2019. Peningkatan okupansi ini tidak terlepas

dari peran Marketing Supervisor, Marketing Executive dan Hotel Manager yang

bekerja sama dalam memberikan ide-ide untuk Hotel Amaris Serpong dan

memberikan informansi dengan mengkomunikasikan kepada calon konsumen

terhadap produk dan jasa yang ingin ditawarkan melalui Strategi Marketing

Communications.

Kata Kunci: Marketing Communications, Online Travel Agent, Tingkat Okupansi

Kamar.


viii

MARKETING COMMUNICATIONS STRATEGIES FOR INCREASING

ROOM OCCUPANCY IN THE MIDDLE OF THE ONLINE TRAVEL

AGENT

(Case Study : Amaris Serpong Hotel 2019)

ABSTRACT

By : Grace

Tourism industry in Indonesia rapidly growing can give positive impact to

growth of hospitality industry in Indonesia. One of the city that already growing is

Tangerang Selatan, Serpong. While there lots of hotel been built around Serpong,

therefore goes to increasing number of competitiveness. In addition with

technological development around, it makes booking hotels more easier through

Online Travel Agent. Therefore , a marketing communication strategies is needed

to differentiate Amaris Serpong Hotel between the others, also to increasing hotel

room occupancies.

This research aim to knowing the marketing communications strategies

used by Amaris Serpong Hotel on increasing room occupancy through OTA on

2019. This research refers to marketing communications strategy and marketing

communications tools from Chris Fill.

This types of research are qualitative-descriptive with case study research

method. Data acquired on this research are from the subject through the interview.

Result showed that Amaris Serpong Hotel using push, pull, and profile

strategy with marketing communications tools combined such as advertising, sales

promotion, personal selling, direct marketing, and public relations to increase

room occupancy. Amaris Serpong Hotel had it increased around 8% between

2017-2018, while this study had its limited between 2018-2019 (January-April).

Therefore result shows that Amaris Serpong had its revenue around 618.943.291

Rupiah which predicted growing on 2019. All of the impacted units are caused by

Marketing Supervisor, Marketing Executive, and Hotel Manager together for

creating ideas and communicating information to potential customers over the

product and services offered through Marketing Communications Strategies.

Keywords : Marketing Communications, Online Travel Agent, Room

Occupancy Rate


ix

DAFTAR ISI

HALAMAN JUDUL ...........................................................................................0

HALAMAN PERNYATAAN ............................................................................ii

HALAMAN PERSETUJUAN ............................................................................iii

HALAMAN PERSEMBAHAN .........................................................................iv

KATA PENGANTAR ........................................................................................v

ABSTRAK ..........................................................................................................vii

ABSTRACT ........................................................................................................viii

DAFTAR ISI .......................................................................................................ix

DAFTAR GAMBAR ..........................................................................................xiv

DAFTAR TABEL DAN BAGAN ......................................................................xvii

DAFTAR LAMPIRAN FOTO

.............................................................................................................................xvii

i

BAB 1 PENDAHULUAN

1.1 Latar Belakang .....................................................................................1

1.2 Rumusan Masalah ................................................................................11

1.3 Pertanyaan Penelitian ..........................................................................12


x

1.4 Tujuan Penelitian .................................................................................12

1.5 Manfaat Penelitian ...............................................................................12

1.5.1 Manfaat Akademis ............................................................................12

1.5.2 Manfaat Praktis .................................................................................13

1.6 Keterbatasan Penelitian .......................................................................14

BAB 2 KERANGKA TEORI

2.1 Penelitian Terdahulu ............................................................................15

2.2 Kerangka Konspetual...........................................................................26

2.2.1 Marketing ..........................................................................................26

2.2.2 Marketing Mix ...................................................................................27

2.2.3 Marketing Communications ..............................................................30

2.2.3.1 Tujuan Marketing Communications ...............................................31

2.2.3.2 Strategi Marketing Communications..............................................32

2.2.3.3 SWOT Analysis ..............................................................................33

2.2.4 Marketing Communications Tools ....................................................34

2.2.4.1 Advertising .....................................................................................34

2.2.4.2 Sales Promotion .............................................................................35

2.2.4.3 Public Realtions .............................................................................36


xi

2.2.4.4 Direct Marketing ............................................................................37

2.2.4.5 Personal Selling ..............................................................................40

2.2.5 Marketing Communication Planning Framework (MCPF) ...............41

2.2.5.1 Context Analysis ..............................................................................41

2.2.5.2 Promotional Goals ..........................................................................42

2.2.5.3 Promotional Strategy ......................................................................43

2.2.5.4 Schedule ..........................................................................................44

2.2.5.5 Resources ........................................................................................44

2.2.5.6 Coordinated Communications Mix .................................................45

2.2.5.7 Control and Evaluations .................................................................45

2.2.6 Marketing Communications Tourism and Hospitality .......................45

2.2.7 Segmenting, Targeting, Positioning ...................................................47

2.2.7.1 Segmenting ......................................................................................47

2.2.7.2 Targeting .........................................................................................47

2.2.7.3 Positioning ......................................................................................48

2.2.8 Online Travel Agent ...........................................................................48

2.2.9 Tingkat Okupansi Kamar ...................................................................50


xii

2.3 Kerangka Pemikiran ..............................................................................52

BAB 3 METODOLOGI PENELITIAN

3.1 Paradigma Penelitian ...........................................................................53

3.2 Jenis dan Sifat Penelitian .....................................................................53

3.3 Metode Penelitian ................................................................................55

3.4 Partisipan dan Informan .......................................................................56

3.4.1 Partisipan ...........................................................................................56

3.4.2 Informan ............................................................................................57

3.5 Pengumpulan Data ...............................................................................58

3.6 Keabsahan Data ...................................................................................61

3.7 Teknik Analisis Data ...........................................................................62

BAB 4 HASIL PENELITIAN DAN PEMBAHASAN

4.1 Gambaran Umum Hotel Amaris Serpong ...........................................67

4.1.1 Sejarah Hotel Amaris Serpong ..........................................................67

4.1.2 Visi, Misi dan Nilai ...........................................................................73

4.1.3 Logo Hotel Amaris Serpong .............................................................74

4.1.4 Struktur Organisasi Hotel Amaris Serpong ......................................76


xiii

4.2 Hasil Penelitian ....................................................................................77

4.2.1 Context Analysis ................................................................................78

4.2.2 Promotional Goals ............................................................................87

4.2.3 Promotional Strategy ........................................................................88

4.2.4 Schedule ............................................................................................91

4.2.5 Resources ..........................................................................................92

4.2.6 Coordinating Commnications Mix ....................................................92

4.2.7 Control and Evaluations ...................................................................104

4.2.8 Marketing Communications Tourism and Hospitality ......................104

4.2.9 Online Travel Agent Hotel Amaris Serpong .....................................105

4.2.10 Tingkat Okupansi Kamar ................................................................112

4.3 Pembahasan .........................................................................................113

4.3.1 Peran dan Fungsi Marketing Communications Hotel Amaris Serpong

.............................................................................................................................113

4.3.2 Strategi Marketing Communications Hotel Amaris Serpong ...........120

BAB 5 SIMPULAN DAN SARAN

5.1 Simpulan ..............................................................................................132

5.2 Saran ....................................................................................................135


xiv

5.2.1 Saran Akademis ...............................................................................135

5.2.2 Saran Praktis ....................................................................................136

DAFTAR PUSTAKA

TRANSKRIP WAWANCARA PARTISIPAN 1

TRANSKRIP WAWANCARA PARTISIPAN 2

TRANSKRIP WAWANCARA INFORMAN AHLI

CURRICULUM VITAE

LAMPIRAN FOTO


xv

DAFTAR GAMBAR

Gambar 1.1 Perolehan Devisa Indonesia Menurut Lapangan Usaha ....................2

Gambar 1.2 Penerimaan Devisa Indonesia ............................................................2

Gambar 1.3 Realisasi Wisata Mancanegara 2015-2017 ........................................3

Gambar 1.4 Realisasi Wisata Nusantara 2017 ......................................................3

Gambar 1.5 Perbandingan Jumlah Hotel Berbintang dan Akomodasi Lainnya Tahun

2010-2015 ..............................................................................................................4

Gambar 1.6 Perbandingan Pendapatan PDB 2011-2015 .......................................5

Gambar 1.7 Penyebaran Hotel Amaris ..................................................................8

Gambar 1.8 Data Pengguna Internet di Indonesia .................................................9

Gambar 1.9 Data Pemanfaatan Internet Bidang Ekonomi ....................................10

Gambar 2.1 Marketing Communications Tools .....................................................40

Gambar 2.2 Marketing Communications Planning Framework (MCPF) .............41

Gambar 4.1 Smart Twin Room ..............................................................................69

Gambar 4.2 Smart Hollywood Room .....................................................................70

Gambar 4.3 Jenis-Jenis Kapasitas Meeting Room Hotel Amaris Serpong ............71

Gambar 4.4 Meeting Room ....................................................................................71


xvi

Gambar 4.5 Restaurant Room ...............................................................................72

Gambar 4.6 Logo Hotel Amaris Serpong ..............................................................74

Gambar 4.7 Nama Hotel Amaris Serpong .............................................................74

Gambar 4.8 Hotel Amaris Serpong Melakukan Penawaran Kepada Universitas

Multimedia Nusantara ...........................................................................................90

Gambar 4.9 Advertising di website ICE BSD Serpong .........................................93

Gambar 4.10 Promo Bulan Puasa ..........................................................................95

Gambar 4.11 Promo Kupon di Traveloka .............................................................97

Gambar 4.12 Promo Kupon di Pegipegi................................................................98

Gambar 4.13 Donor Darah Hotel Amaris Serpong ...............................................99

Gambar 4.14 Hotel Amaris Serpong Membagikan Makanan Kepada Pengendara di

Depan Hotel Amaris Serpong ................................................................................99

Gambar 4.15 Publikasi Kompas.com Tentang Hotel Amaris Serpong .................100

Gambar 4.16 Publikasi Tribuntravel.com Tentang Hotel Amaris Serpong ..........100

Gambar 4.17 Hotel Amaris Serpong Melakukan Penawaran Kepada Universitas

Multimedia Nusantara ...........................................................................................102

Gambar 4.18 Situs Resmi Hotel Amaris amarishotel.com ....................................102

Gambar 4.19 Harga Hotel Amaris Serpong di Traveloka .....................................107


xvii

Gambar 4.20 Harga Hotel Amaris Serpong di Agoda.com ...................................108

Gambar 4.21 Harga Hotel Amaris Serpong di Pegipegi .......................................108

Gambar 4.22 Harga Hotel Amaris Serpong di Booking.com ................................109

Gambar 4.23 Harga Hotel Amaris Serpong di Expedia.co.id ...............................109

Gambar 4.24 Harga Hotel Amaris Serpong di Tiket.com .....................................110


xviii

DAFTAR TABEL DAN BAGAN

Tabel 1.1 Data Market Segment Hotel Amaris Serpong Tahun 2017-2018 ..........8

Tabel 2.1 Penelitian Terdahulu ..............................................................................20

Tabel 4.1 SWOT Analisis Hotel Amaris Serpong.................................................82

Tabel 4.2 Data Market Segment Hotel Amaris Serpong Tahun 2017-2019 ..........112

Tabel 4.3 Strategi Marketing Communications Hotel Amaris Serpong ................128

Bagan 4.1. Organization Chart Hotel Amaris Serpong ........................................76


xix

DAFTAR LAMPIRAN FOTO

FOTO-FOTO PENELITIAN

Peneliti bersama Agung Maulana (Marketing Executive Hotel Amaris

Serpong), sebagai Partisipan 1

Peneliti bersama Andhika Hamidis (Hotel Manager Hotel Amaris

Serpong), sebagai Partisipan 2

Peneliti bersama Bobi Bagaskara (HRD Hotel Amaris Serpong), sebagai

pemberi data-data Hotel Amaris Serpong

Peneliti bersama Busyra Oryza (Corporate Communications Manager

Pegipegi), sebagai Informan Ahli


STRATEGI ONLINE TRAVELkc.umn.ac.id/10572/7/HALAMAN_AWAL.pdf2017-2018 sebesar 8%, sedangkan pada tahun 2018-2019 (Januari – April) peneliti mengalami keterbatasan waktu penelitian,

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