Authors:

Thalia Patricia Nugroho Setiawan, I Gusti Agung Alit Suryawati, Ade Devia Pradipta

Abstract:

“Discovery Kartika Plaza Hotel is the oldest 5-star hotel in Bali’s Kuta Beach area. Despite the pandemic, it still attracts tourists because of its corporate image of being a “Hotel Vintage yang Modern.” This study examines the integrated marketing communication (IMC) strategy used by the hotel to establish this image. The concept used in this study is Integrated Marketing Communication (IMC) using a qualitative descriptive method with a post-positivism paradigm. Data collection techniques were carried out using semi-structured interviews, non-participant observation and document studies. Findings show that Discovery Kartika Plaza Hotel Bali implements the marketing mix concept, encompassing product, price, place, and promotion. Their promotional mix combines advertising, internet marketing, public relations, sales promotion, direct marketing, events and experiences, word-of-mout and personal selling. However, the integrated marketing communication strategy that has been carried out by DKPH Bali has not been able to describe the image as a “Hotel Vintage yang Modern” because it contains more cultural elements than the “vintage” itself. Keywords: Integrated Marketing Communication (IMC), Marketing Mix, Promotional Mix, Corporate Image”

Keywords

Integrated Marketing Communication (IMC), Marketing Mix, Promotional Mix, Corporate Image

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PDF:

https://jurnal.harianregional.com/komunikasi/full-102729

Published

2024-01-18

How To Cite

NUGROHO SETIAWAN, Thalia Patricia; SURYAWATI, I Gusti Agung Alit; PRADIPTA, Ade Devia. Strategi Komunikasi Pemasaran Terpadu (IMC) Discovery Kartika Plaza Hotel Bali dalam Membangun Citra Perusahaan.E-Jurnal Medium, [S.l.], v. 4, n. 2, p. 71-80, jan. 2024. Available at: https://jurnal.harianregional.com/komunikasi/id-102729. Date accessed: 28 Aug. 2025.

Citation Format

ABNT, APA, BibTeX, CBE, EndNote - EndNote format (Macintosh & Windows), MLA, ProCite - RIS format (Macintosh & Windows), RefWorks, Reference Manager - RIS format (Windows only), Turabian

Issue

Vol 4 No 2 (2023): Jurnal Ilmu Komunikasi Vol 4 No 2 Tahun 2023

Section

Articles

Creative Commons License This work is licensed under a Creative Commons Attribution 4.0 International License