ANALISIS MARKETING COMMUNICATION RAYZ UMM HOTEL DALAM MENINGKATKAN CUSTOMER LOYALTY PASCA PANDEMI COVID-19

Rayz UMM Hotel is one of the 4-star hotels which is a subsidiary of Universitas Muhammadiyah Malang (UMM). This study explains the Marketing Communication strategies implemented by Rayz UMM Hotel to enhance Customer Loyalty in the aftermath of the Covid-19 pandemic. The author employs a qualitative research method in this study, utilizing interview and documentation techniques. The findings reveal that Rayz UMM Hotel employs the 5A customer path theory, which includes Aware, Appeal, Ask, Act, and Advocate stages. During the Aware stage, Rayz UMM Hotel utilizes Instagram ads and TikTok ads placement. To increase potential customers' interest (Appeal), content marketing and collaboration with content creators are undertaken. In the Ask stage, Rayz UMM Hotel responds to all inquiries in comments and direct messages (DMs). In the Act stage, after advertising and collaborating with content creators, purchases are made, with marketing communication working in tandem with reservations and sales teams. The final stage, Advocate, involves implementing a loyalty program by offering discounts and price reductions to Rayz UMM Hotel customers.