STRATEGI KOMUNIKASI PEMASARAN MELALUI MEDIA

SOSIAL DALAM MENINGKATKAN BRAND AWARENESS DI

HOTEL PARK 5 CILANDAK

SKRIPSI

Diajukan sebagai salah satu untuk memperoleh gelar sarjana

Strata (S1) Komunikasi Bidang Studi Marketing Communication and Advertising

DISUSUN OLEH :

ZAIHAN HAULANI 44312120030

BIDANG STUDI MARKETING KOMUNIKASI

FAKULTAS ILMU KOMUNIKASI

UNIVERSITAS MERCU BUANA

JAKARTA

2016

http://digilib.mercubuana.ac.id/

http://digilib.mercubuana.ac.id/

http://digilib.mercubuana.ac.id/

http://digilib.mercubuana.ac.id/

iv

KATA PENGANTAR

Segala Puji Bagi Allah SWT atas segala rahmat dan hidayahnya dan tidak

lupa sholawat serta salam selalu kepada nabi Muhammad SAW yang telah

menjadi panutan hidup, sehingga penulis dapat menyelesaikan skripsi dengan

judul “ Strategi Komunikasi Pemasaran Melalui Sosial Media dalam

Meningkatkan Brand Awareness di Park 5 Hotel Cilandak – Jakarta”

Skripsi ini disusun guna melengkapi salah satu persyaratan dalam

menyelesaikan tugas akhir bagi mahasiswa Fakultas Ilmu Komunikasi Jurusan

Marketing Communication & Advertising, untuk meningkatkan kualitas dan

peran serta mahasiswa dalam pembangunan nasional.

Dalam penyusunan laporan ini, penulis mengucapkan terima kasih kepada

berbagai pihak yang telah banyak membimbing , berpartisipasi membantu dalam

penulisan ini, baik yang bersifat moril maupun materil. Dengan demikian pada

kesempatan ini, penulis ingin menyampaikan ucapan terima kasih yang sebesar-

besarnya kepada :

1. Bapak Dr.Farid Hamid,M.Si. selaku pembimbing skripsi yang telah sabar

dan banyak sekali membantu dalam menyelesaikan skripsi ini.

2. Bapak Dr.Farid Hamid,M.Si Selaku Ketua Program Studi Marketing

Communications and advertising Fakultas Komunikasi Universitas Mercu

Buana Jakarta

http://digilib.mercubuana.ac.id/

http://digilib.mercubuana.ac.id/

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DAFTAR ISI

LEMBAR PERSETUJUAN .................................................................................... i

LEMBAR TANDA LULUS ................................................................................... ii

LEMBAR PENGESAHAN ................................................................................... iii

KATA PENGANTAR ........................................................................................... iv

DAFTAR ISI .......................................................................................................... vi

DAFTAR GAMBAR ............................................................................................. ix

ABSTRAK ...............................................................................................................x

BAB 1 PENDAHULUAN .......................................................................................1

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

1.2 Fokus Penelitian .................................................................................................. 6

1.3 Tujuan Penelitian ............................................................................................... 6

1.4 Manfaat Penelitian .............................................................................................. 6

a. Manfaat Akademis .............................................................................................. 6

b. Manfaat Praktis ................................................................................................... 7

BAB II TINJAUAN PUSTAKA..............................................................................8

2.1 Penelitian Terdahulu ................................................................................................. 8

2.2 Tinjauan Teoritis ..................................................................................................... 13

2.2.1 Komunikasi Pemasaran .................................................................................... 13

2.2.2 Strategi Komunikasi Pemasaran .................................................................... 16

2.2.2.1 Analisis Situasi .......................................................................................... 17

2.2.2.2 Segmentasi,Targeting,Positioning............................................................. 19

2.2.2.3 Memilih Saluran Komunikasi (Media) ..................................................... 21

2.2.2.4 Merencanakan Program IMC .................................................................... 22

2.3 Social Media Marketing .......................................................................................... 25

2.3.1 Social Media .................................................................................................... 26

2.3.2 Pemanfaatan media sosial ................................................................................ 28

2.3.3 Facebook .......................................................................................................... 29

http://digilib.mercubuana.ac.id/

vii

2.3.4 Instagram .......................................................................................................... 31

2.4 Brand Awareness .............................................................................................. 32

2.4.1 Peran Brand Awareness ............................................................................ 32

BAB III METODOLOGI PENELITIAN ..............................................................35

3.1 Paradigma Penelitian .............................................................................................. 35

3.2 Metode Penelitian ............................................................................................. 36

3.3 Subjek Penelitian .................................................................................................... 37

3.4 Teknik Pengumpulan Data ...................................................................................... 38

3.4.1 Data Primer ...................................................................................................... 38

3.4.2 Data Sekunder .................................................................................................. 39

3.5 Teknik Analisis Data ............................................................................................... 40

3.6 Teknik Pemeriksaan Keabsahan Data ..................................................................... 42

BAB IV HASIL PENELITIAN DAN PEMBAHASAN .......................................45

4.1 Gambaran Umum Obyek Penelitian ....................................................................... 45

4.1.1 Visi dan Misi Perusahaan ................................................................................. 46

4.1.2 Logo Perusahaan .............................................................................................. 47

4.1.3 Struktur Organisasi .......................................................................................... 47

4.2 Hasil Penelitian ....................................................................................................... 48

4.2.1 Strategi Komunikasi pemasaran melalui social media marketing ................... 49

4.2.1.1 Perencanaan .......................................................................................... 50

a.Analisis SWOT .............................................................................................. 50

b.Analisis STP ................................................................................................... 51

4.2.1.2 Pelaksanaan Bauran Komunikasi pemasaran Park 5 Hotel ................... 52

4.2.1.2.1 Bauran Promosi .................................................................................. 56

4.2.1.3 Brand (Pemerekan) ............................................................................... 62

4.2.1.4 Faktor-faktor Pendukung ...................................................................... 63

4.2.1.5 Faktor-faktor Penghambat ..................................................................... 65

4.3 Pembahasan ....................................................................................................... 66

4.3.1 Perencanaan .............................................................................................. 67

http://digilib.mercubuana.ac.id/

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4.3.2 Evaluasi ..................................................................................................... 68

BAB V KESIMPULAN DAN SARAN.................................................................69

5.1 Kesimpulan ............................................................................................................. 69

5.2 Saran ....................................................................................................................... 70

5.2.1 Saran Akademis ............................................................................................... 70

5.2.2 Saran Praktis .................................................................................................... 70

DAFTAR PUSTAKA ............................................................................................71

LAMPIRAN DATA .................................................................................................1

a.Hasil wawancara .......................................................................................................... 1

http://digilib.mercubuana.ac.id/

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DAFTAR GAMBAR

Logo Park 5 Hotel...............................................................................................47

Struktur Organisasi.............................................................................................47

Website Park 5 Hotel..........................................................................................58

Facebook Fanpage Park 5 Hotel........................................................................59

Instagram Park 5 Hotel......................................................................................60

http://digilib.mercubuana.ac.id/