STRATEGI KOMUNIKASI PEMASARAN FITRA HOTEL

Abstract

This research analyze how is the communication strategy of marketing that was done by Fitra Hotel on in attacting guest.  This research is to know the communication strategy of marketing that was done by Gallery Prawirotaman Hotel on facing the hotel competition in Majalengka and to know the supporting and inhibiting factors. The theory frame that was used on this research is communication strategy of marketing and promotion mix concept by Kotler and Keller (2006). The method that was used on this research is using qualitative descriptive that aimed to inform the fact and adapt the situation or event that is exist. The object of this research is Sales and Marketing department of Fitra Hotel Majalengka. The method of gathering data used deep observation, interview and documentation. The analysis data technique is qualitative analysis using triangulation technique as validity data test. The results of this research as a whole promotion mix from the marketing communication strategy conducted by Fitra Hotel are advertising, sales promotion and public relations promotion tools.