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Hayuningtyas, Ahlana (2009) BENTUK KOMUNIKASI PEMASARAN HOLIDAY RESORTDALAM MENINGKATKAN JUMLAH PENGUNJUNGStudi Pada Sales & Marketing Division Holiday Resort LombokNusa Tenggara Barat. Other thesis, University of Muhammadiyah Malang.


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This study is based on strict business competition in globalization era which demanding an organization to reform its strategy and business tactics. In this context is hotel business, where study is conduct in Holiday Resort Hotel. If viewed comprehensively, the essential of competition lies in how a company might implement promotion and approaches toward the community (consumers) in a better and interesting way compare with their rivals. This is not just a target in short period of time, but it should carry dynamic nature, means that it should be attempted continuously and sustainable as long as the company able to hold in strict competition of business world. Therefore this study is conduct to obtain how does marketing communication form of Holiday Resort able to increase visitor figure. To obtain maximum result, this study is conduct at Sales and Marketing Division of Holiday Resort Hotel. This study is using descriptive qualitative method, since its reflected/illustrated object condition/experimental location currently based on existing facts by described some variables related with particular issues. Data validity is done by using triangulation technique that is data validity assessment technique by using beyond obtained data, for comparison toward the obtained data. Triangulation used in this study is triangulation with sources. Triangulation with sources means comparing and crosschecking trusted degree of information by using different time and tools. Based on the result study, we can conclude that due to increase the amount of visitor, Holiday Resort has done marketing mix communication consists of 1. Advertising that is using billboard at strategic streets, brochure printing and spread in every branches or malls, advertising through newspaper, magazine, television, radio and other media, also cyber-media; 2. Sales Promotion is done by giving discounts, compliment, and held exhibitions; 3. Publicity that is done by cooperating with other company/institution also other committee during an event where Holiday Resort Lombok carry a position as financial bearer or sponsor (sponsorship) and held trainings and hospitality seminar; 4. Personal selling is done by marketing the products and services toward big companies, travel agents, and consumers. Marketing communication is done by Holiday Resort as an attempt so that visitor prospect knew and affected to use service and able to enhance and maintain turnover rate of development. In essential, marketing communication and promotion shape of Holiday Resort is adequate and retains good results. By increasing amount of visits, Holiday Resort is, of course, producing revenue

Item Type: Thesis (Other)
Subjects: J Political Science > JA Political science (General)
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Anwar Jasin
Date Deposited: 02 May 2012 07:56
Last Modified: 02 May 2012 07:56

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