ANALISIS STRATEGI KOMUNIKASI PEMASARAN MELALUI MEDIA SOSIAL DI HOTEL GRAND MERCURE MALANG MIRAMA

The development of information and communication technology has brought significant changes in the way businesses operate, including the hospitality industry. Social media plays an important role in building emotional relationships that can increase occupancy. Adoption of social media provides a competitive advantage for hotels to attract more guests and improve business performance. This study aims to analyze the marketing communication strategy and factors that influence the effectiveness of the marketing communication strategy implemented by Grand Mercure Malang Mirama in increasing occupancy rates. The study uses a descriptive qualitative approach to identify effective marketing communication strategies in increasing occupancy rates through social media at the Grand Mercure Malang Mirama Hotel. This study focuses on three main aspects, namely marketing communication strategy, the role of marketing strategy through social media, and market response, with research subjects including the Marketing Manager, Executive Revenue, and two hotel guests. Data collection was carried out through observation, open and unstructured interviews, and documentation, which were then analyzed using the Miles and Huberman interactive model with the steps of data collection, data condensation, data presentation, and drawing conclusions and verification. The results of the study indicate that the Grand Mercure Malang Mirama Hotel implements a comprehensive digital marketing communication strategy to increase occupancy. This strategy includes creating quality visual content, paid advertising, and positive reviews on Google Reviews and Tripadvisor. Hotels also use data analysis such as RevPAR and ADR, as well as marketing animation for soft selling. The success of this strategy is supported by creative content factors, a solid social media team, and collaboration with Key Opinion Leaders (KOL) or influencers. Active interaction with the audience and data-driven promotions help hotels overcome competition and demand fluctuations, keeping occupancy rates high.