Analisis Deskriptif Strategi Komunikasi Hotel Sakura Syariah

Authors

  • Nazwirman Nazwirman
  • Efendy Zein

https://doi.org/10.33476/j.e.b.a.v5i2.1655

Keywords:

Hotel, Syariah, Strategi komunikasi, Marketing mix

Abstract

The research objective describes an integrated marketing communication strategy in developing Sakura Syariah Hotel to see a comprehensive marketing communication strategy. Hotel Sakura Syariah is a 3-star syariah concept hotel which has 70 rooms. The analytical method uses the 7P (marketing mix) approach. The research results to increase the number of guests staying the strategy consisted of products, which offer a sharia concept with various types of representative rooms. Pricing, using the appropriate price preferences. Place, hotel location that is close to the center of the district capital and easy access. Promotion, with direct selling in accordance with local government and private selling by participating in various marketing events, sales proposals and advertising. People, conduct trainings to improve human resource capabilities. Physical evidence, a physical building that has Sharia characters and is supported by fairly good technology. Process, reservation service is quite fast and excellent. The development of this Sayriah hotel must be supported by related parties, especially the local government in order to increase the number of hotel guests

References

Abdullah, K. & Ahmad, M.I. (2010). Compliance to Islamic marketing practices among businesses in Malaysia, Journal of Islamic Marketing, 1 (3), 286-97.

Alnaser, Feras M.I, Mazuri Abd Ghani, Samar Rahi, Majeed Mansour, Hussein Abed. (2017). The Influence of Services Marketing Mix (7 Ps.) and Subjective Norms on Customer’s Satisfaction in Islamic Banks of Palestine. European Journal of Business and Management. 9(27), 20-25

Arham, Muhammad. (2012). Islamic Perspective on Marketing. Journal of Islamic Marketing. 1(2), 149-164

Blankson, C. & Kalafatis, S. (2007). Positioning strategies of international and multicultural?oriented service brands. Journal of Services Marketing, 21 (6), 435-450. https://doi.org/10.1108/08876040710818921

Creswell, J.W., (2014). Research Design: Qualitative, Quantitative and Mixed. Methods Approaches: fourth edition. Sage publications, Inc.

Dewan Syariah Nasional MUI, Fatwa Dewan Syariah Nasional Majelis Ulama Indonesia No: 08/DSN-MUI/X/2016 tentang Pedoman Penyelenggara Pariwisata Berdasarkan Prinsip Syariah.

Garg, A. K. (2012). Integrated marketing communications: A case study of Nirma group of companies. International. Journal of Management Research and Review, 2(12), 2098-2110

Hassan, A., Chachi, A. dan Latiff, S.A. (2008). Islamic marketing ethics and its impact on customer satisfaction in the Islamic banking industry. Islamic Economics Journal, 21(1), 23-40.

Henderson, J. C. (2010). Sharia-compliant hotels. Tourism and Hospitality Research, 10(3), 246-254

https://sumbar.antaranews.com/berita/232227/kunjungan-wisatawan-ke-sumbar-naik-1209-persen-didominasi-wisatawan-asal-malaysia, diunduh 25 Oktober 2019.

https://sumbar.bps.go.id

Ismawati & Syaharuddin. (2016). Analisis Pengelolaan Hotel Al-Badar Syariah Di Kota Makassar. Jurnal Iqtisaduna. 2(1), 1-16

Joseph, K. O. (2009). Integrated marketing communicationss and consumers patronage of Nigerian beverage products. Thesis. Department of Business Studies, College of Business and Social Sciences, Covenant University, Nigeria.

Kertajaya, Hermawan & Syakir Sula, Muhammad. (2006). Syariah Marketing. Bandung: Mizan Pustaka,

Kurniawanti, Dessy & Bambang Hendrawan. (2017). Analisis Strategi Komunikasi Pemasaran Pt. Indonesia Villajaya Dalam Upaya Membangun Loyalitas Pelanggan. Journal of Applied Business Administration. 1(1), 61-73

Kotler, Philip & Kevin Lane Keller. (2012). Marketing Management. 13eds. New Jersey: Pearson Prentice Hall, Inc

Miles, M.B, Huberman, A.M, & Saldana, J. (2014). Qualitative Data Analysis, A Methods Sourcebook, Edition 3. USA: Sage Publications

Mittal, Banwari & Julie Baker. (2002). Advertising Strategies for Hospital Services. Cornell Hotel and Restaurant Administration Quarterly, 43(3),51-63

Mongkol, Kulachet. (2014). Integrated Marketing Communication to Increase Brand Equity: The Case of a Thai Beverage Company. International Journal of Trade, Economics and Finance. 5(5), 445-448

Moutinho, L. & G. Southern. (2010). Strategic Marketing Management: A Business Process Approach. 1st Edn. Cengage Learning, Hampshire, UK.

Ocon, J. A. C., & Alvarez, M. G. (2014). The Implication of Personal Selling Strategies in Motivation, Approaches and Good Grooming. Procedia - Social and Behavioral Sciences, 155, 53–57. http://doi.org/10.1016/j.sbspro.2014.10.255

Primariyanti, Meria Sri & Egi Arvian Firmansyarh. (2017). Aplikasi Teori Personal Selling: Kasus pada Bank Regional. Al Tijarah: 3 (2), 41-64

Rachmarwi, W. (2016). Evaluasi Strategi Bersaing Dalam Industri Hotel Studi Pada Hotel Sofyan Betawi. Jurnal Manajemen Bisnis Krisnadwipayana, 4 (3). Retrieved from http://ojs.ekonomi-unkris.ac.id/index.php/JMBK/article/download/65/pdf

Saad, H. E., Ali, B. N., & Abdel-Ati, A.A. (2014). Sharia-Compliant Hotels In Egypt: Concept And Challenges. Advances in Hospitality and Tourism Research (AHTR), 2 (1), 1 – 15.

Salleh, N. Z., Bakar, A., Hamid, A., Hashim, N. H., & Omain, S. Z. (2014). The Practice of Shariah-Compliant Hotel in Malaysia. International Journal of Trade, Economics and Finance, 5 (1).

Sandikci, Ozlem. (2011). Researching Islamic marketing: past and future perspectives. Journal of Islamic. Marketing, 2(3), 246 - 258

Smith, T. M., Gopalakrishna, S., & Smith, P. M. (2004). The complementary effect of trade shows on personal selling. International Journal of Research in Marketing, 21(1), 61–76. http://doi.org/10.1016/j.ijresmar.2003.04.003

Sofyan, R. (2011). Bisnis Syariah Mengapa Tidak? Pengalaman Penerapan Pada Bisnis Hotel . Jakarta: PT. Gramedia Pustaka Utama

Stephenson, M. L., Russell, K. A., & Edgar, D. (2010). Islamic hospitality in the UAE: indigenization of products and human capital. Journal of Islamic Marketing, 1(1), 9-24.

Tasruddin, Ramsiah. (2015). Strategi Promosi Periklanan Yang Efektif. Jurnal Al-Khitabah, II(1), 107-116

Vellas, Franc?ois & Becherel, Lionel. (1999). The international marketing of travel and tourism : a strategic approach. New York: St. Martin's Press

Downloads

Published

2020-12-29

Issue

Vol. 5 No. 2 (2020): JULI - DESEMBER 2020

Section

Articles

License

Proposed Policy for Journals That Offer Open Access

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0).

Authors who publish with Journal of Economics and Business Aseanomics (JEBA) agree to the following terms:

1. For all articles published in Journal of Economics and Business Aseanomics (JEBA), copyright is retained by the authors. Authors permit the publisher to announce the work with conditions. When the manuscript is accepted for publication, the authors agree to the publishing right's automatic transfer to the publisher.

3. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.

4. Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.

5. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges and earlier and greater citation of published work (See The Effect of Open Access).