IMPLEMENTASI BAURAN PROMOSI PADA HOTEL & RESTORAN

Abstract

This research aimed to identify the implementation of promotion mix at Mahkota Plengkung Hotel & Restaurant Banyuwangi. The research used descriptive research type with qualitative paradigm. Informants were four employees of Mahkota Plengkung Hotel & Restaurant Banyuwangi, two hotel guests who were willing to serve as sources of information and four supporting informants. The analysis tools used were domain and taxonomy analyses. The results description that Mahkota Plengkung Hotel & Restaurant Banyuwangi implemented promotion mix through (i) advertising with media used were newspaper, radio, television, banner, brochure, and website (ii) sales promotion run consisted of providing a discount rate of stay at 20% - 30% (iii) personal selling activities carried out were making site visits to various institutions and agencies from private companies to government as well as universities in Banyuwangi area (iv) activities of public relations were undertaken were hiring employees who worked for the company mostly from the surrounding community, participating in events of Banyuwangi festival, and respecting every rule that existed in society, and direct marketing and (v) direct marketing was implemented through online media such as email and website. From this study we found that the promotion activities whick were done by Mahkota Plengkung Hotel & Restaurant five implementy until recently. These are website media, booking hotel online, brochure speading and visiting to other goverment institutions for making relationship and agreement.