IMPLEMENTASI STRATEGI DIRECT SELLING UNTUK MENINGKATKAN LOYALITAS PELANGGAN PADA HOTEL GRAND MERCURE MALANG MIRAMA

This research aims to determine the implementation of direct selling strategies at the Grand Mercure Malang Mirama hotel. The type of research method used in this research is descriptive research with a qualitative approach. The data collection techniques used were interviews, PAR (Participatory Action Research) and documentation. The informants taken for the results of the data analysis were internal parties at the Grand Mercure Malang Mirama Hotel, Front Office department. The research results show that the direct selling strategy has an influence on increasing customer loyalty. Direct selling which is usually carried out at the Grand Mercure Malang Mirama hotel is by face to face, telemarketing and online marketing. Of the direct selling components, the most efficient way to apply at the Grand Mercure Malang Mirama hotel to get customers is by face to face and telemarketing.