SOCIAL MEDIA MARKETING STRATEGY FOR A LEISURE HOTEL USING DIGITAL CUSTOMER EXPERIENCE JOURNEY APPROACH: A STUDY ON INNSIDE BY MELIA YOGYAKARTA

• Main Author: Fathoni Argadian, Arief
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53438
• Institution: Institut Teknologi Bandung

Innside by Melia Yogyakarta is a 4-star business and leisure hotel owned by PT. Saraswanti Indoland Development. Melia Hotels International operates this brand. In 2018-2019, Innside by Melia Yogyakarta experienced a relatively rapid increase in revenue. However, the General Manager of Innside by Melia Yogyakarta and the Directors of PT Saraswanti Indoland Development are still not satisfied with the hotel's current performance because their revenue is still inferior to competing hotels in the Special Region of Yogyakarta. To improve hotel performance, the target market will be focused on leisure travelers. The target market's choice is due to the more significant number of leisure travelers heading to Yogyakarta than business travelers. However, the social media platform owned by Innside by Melia Yogyakarta, which will attract leisure travelers, also does not have a good performance. In terms of social media problems belonging to Innside by Melia Yogyakarta, the author conducts various analyses and continues with formulating marketing strategies until the right solution is found and its implementation. The analysis used is an external analysis using the PESTEL, Competitor Analysis, and an internal analysis using the VRIO, Segmentation, Targeting, and Positioning (STP). The analysis's objective is to identify the situation that occurs outside and inside the Innside by Melia Yogyakarta. The next step is a survey to find out more about leisure travelers' preferences visiting the Special Region of Yogyakarta. The survey was made based on the customer experience's digital journey while staying at Innside by Melia Yogyakarta and hotels in the Special Region of Yogyakarta. There are six stages of the customer experience journey: the awareness/inspiration stage; research/consideration stage; decision-making stage; preparation stage; in-hotel experience stage; and loyalty advocacy stage. The survey results were processed quantitatively and analyzed descriptively. Based on the survey results, the root of the problem lies in customers' low awareness/inspiration towards Innside by Melia Yogyakarta's social media. The majority of customers can be aware of Innside by Melia Yogyakarta with a vertical marketing system. The solution to this problem is sought by using the Repositioning and New Wave Marketing strategy to create a horizontal marketing system on Innside by Melia Yogyakarta's social media. Each alternative solution is systematically compiled on the customer journey map. Then, recommendations for social media content were made to implement the strategy.