EVALUASI PROGRAM KOMUNIKASI PEMASARAN TERPADU LARAS ASRI RESORT & SPA PERIODE 2010-2012
Abstract: Laras Asri Resort
& Spa is a service company in the shape of a 4 star hotel with a resort
concept in Salatiga. In competing with other competitors, certainly the hotel
management needs to make a communication strategy to sell his services. The
strong competition in the climate of Salatiga hotels there are 15 total needed
for effective marketing communications strategy in order to achieve the
objectives of the Laras Asri Resort & Spa, that is to be the leading luxury
hotel and most comfortable in Central Java, with the main products i.e. either
rooms or dwelling.
During a period of 3 years of the implementation of the integrated
marketing communications program, there is a missmatch in the number of
consumer acquisition Number of guest and Total guest in outlets, where the
gains that have been achieved does not fulfill the purpose of the hotel. It is
therefore through a study entitled "EVALUATION OF THE INTEGRATED MARKETING
COMMUNICATIONS PROGRAM LARAS ASRI RESORT & SPA THE PERIOD 2010-2012",
researchers want to find out what factors caused the difference number of
consumer acquisition.
This research uses qualitative evaluation methods, where researchers will
eventually describe the integrated marketing communications program which are
then evaluated using methods CIPP Stufflebeam.
The conclusions of this study, it was found that the integrated marketing
communications program, which was done through a form of Direct marketing,
Personal seling, and Advertising have not been able to fulfill the purpose of
the Laras Asri Resort & Spa which is put forward their primary products.
Where this is due to the message in the integrated marketing communications
program that has been implemented very little load the message with the content
of the main product.
Penulis: Hanna Carissa,
Sampoerno
Kode Jurnal: jpsosiologidd130512
