Analisis Strategi Pemasaran Pada Hotel Syariah Rauda Pekanbaru

Rasoki, Rosy (2021) Analisis Strategi Pemasaran Pada Hotel Syariah Rauda Pekanbaru. Masters thesis, Universitas Islam Riau.

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Abstract

The rapid development of hospitality business in Pekanbaru City, as well as the increasingly critical community in obtaining the best service in a hotel, then there is intense competition between hospitality companies in seizing the market or consumers and this is also felt by Hotel Syarriah Rauda Pekanbaru, in this case not all hotels succeed in competing and controlling the market in accordance with the target stipulated especially in the current state of the economy. The way that each hotel is able to survive this competition is different from each other. That's why it takes planning policies as well as the implementation and implementation of good marketing strategies to deal with increasingly sharp competition. The formulation of this research problem is how the marketing strategy of Syariah Hotel Rauda Pekanbaru and the factors that influence the marketing strategy. This study uses qualitative descriptive methods with case studies. The number of research informants is 14 people. The results showed that the application of marketing strategy at Hotel Syariah Rauda Pekanbaru using the application of marketing strategy in general runs is quite maximal, despite how many shortcomings. The form of marketing strategy that is carried out is the implementation of marketing strategy in simple such as always provide products (products) in the form of room facilities according to the standard and maximum service so that consumers are satisfied, the policy of providing a price (price) is quite affordable and will not increase or decrease the price with facilities such as three-star hotels, doing simple promotion activities through the utilization of social media, as the most effective strategy, has a strategic location layout (place). The obstacles in the implementation of marketing strategies implemented by Syariah Rauda Pekanbaru Hotel include: 1). Unhealthy conditions of hospitality business competition in Pekanbaru City. 2). The outbreak of Corona that affects people's interest in staying in hotels. 3). Syariah Rauda Pekanbaru hotel is too focused on the concept of sharia. 4). The wrong public perception regarding Syariah Hotel is only for muslim guests. 5) Lack of support from pekanbaru city government on sharia business.

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