Strategi Integrated Marketing Communication Kusuma Sahid Prince Hotel Solo dalam Membangun Konsep The Truly Heritage Hotel

Dwi Parwati; Hasbullah Azis; Rahmat Wisudawanto

doi:10.62383/komunikasi.v3i3.1193

Authors

Dwi Parwati Universitas Sahid Surakarta
Hasbullah Azis Universitas Sahid Surakarta
Rahmat Wisudawanto Universitas Sahid Surakarta

DOI:

https://doi.org/10.62383/komunikasi.v3i3.1193

Keywords:

Brand Identity, Heritage Hotel, Hospitality Industry, Integrated Marketing Communication (IMC), Marketing Communication Strategy

Abstract

This study aims to analyze the implementation of Integrated Marketing Communication (IMC) at Kusuma Sahid Prince Hotel Solo (KSPH) in developing the The Truly Heritage Hotel concept. KSPH is a hotel that emphasizes the historical and cultural values of Javanese heritage as its core identity, distinguishing it from other hotels through its heritage concept. This study employed a descriptive qualitative approach. Data were collected through interviews, observations, and documentation, and analyzed using the interactive data analysis model, which consists of data reduction, data display, and conclusion drawing. The findings reveal that KSPH has implemented the eight elements of IMC, namely advertising, sales promotion, events and experiences, public relations and publicity, direct and database marketing, interactive marketing, mobile marketing, and personal selling. These elements are integrated through the utilization of digital and conventional media, promotional activities, the organization of cultural events, collaboration with the media, influencers, and cultural communities, the use of customer databases, and direct communication with customers. The implementation of these strategies has strengthened the The Truly Heritage Hotel concept as both KSPH's distinctive identity and its competitive advantage. Nevertheless, improvements are still needed in optimizing digital marketing communications, developing the hotel's website, and expanding promotional outreach to increase public awareness of the heritage hotel concept. The findings of this study are expected to serve as a reference for KSPH in developing more innovative, adaptive, and sustainable IMC strategies to further strengthen the The Truly Heritage Hotel concept and enhance its competitiveness within the increasingly competitive hospitality industry.

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