DAFTAR ISI

HALAMAN JUDUL ........................................................................................ i

KATA PENGANTAR ..................................................................................... ii
DAFTAR ISI .................................................................................................... iii
BAB I PENDAHULUAN
1.1.Latar Belakang ........................................................................................... 1
1.2.Rumusan Masalah ...................................................................................... 4
1.3.Tujuan Penelitian ....................................................................................... 5
1.4.Manfaat Penelitian ..................................................................................... 5
1.5.Sistematika Penulisan ................................................................................ 5
BAB II TINJAUAN PUSTAKA DAN KERANGKA PEMIKIRAN
2.1. Tinjauan Pustaka ........................................................................................ 7
2.1.1. Pengertian Komunikasi .......................................................................... 7
2.1.2. Unsur-Unsur Komunikasi ...................................................................... 7
2.1.3. Proses Komunikasi ................................................................................. 11
2.1.4. Strategi Komunikasi ............................................................................... 12
2.1.5. Unsur-Unsur Strategi Komunikasi ......................................................... 13
2.1.6. Komunikasi Pemasaran .......................................................................... 15
2.1.7. Pengertian Hotel. ................................................................................... 19
2.1.8. Konsep Pelanggan ................................................................................... 23
2.1.9.Teori Komunikasi Pemasaran. ................................................................. 25
2.2. Kerangka Pemikiran ................................................................................... 26
2.2.1. Analisa Kerangka Pikir. .......................................................................... 26
BAB III METODE PENELITIAN
3.1. Lokasi Penilitian ....................................................................................... 29
3.2. Subjek dan Objek Penilitian ...................................................................... 29
3.3. Informan ..................................................................................................... 29
3.4. Teknik Penutuan Informan ........................................................................ 30
3.5. Jenis data dan Sumber data ....................................................................... 30
3.5.1. Jenis Data ................................................................................................ 30
3.5.2. Sumber Data ............................................................................................ 30
3.6. Teknik Pengumpulan Data ......................................................................... 31
3.7. Teknik Analisis Data .................................................................................. 31
3.8. Desain Penelitian ....................................................................................... 32

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3.9. Konseptualisasi .......................................................................................... 32
BAB IV HASIL PENELITIAN DAN PEMBAHASAN .................................. 33
4.1. Gambaran Umum Lokasi Penelitian .......................................................... 33
4.1.1. sejarah singkat dan latar belakang Zahra syariah Hotel Kendari ........... 33
4.1.2. Profil Zahrah Syariah Hotel Kendari ...................................................... 33
4.1.3. Visi dan Misi Zahrah Syariah Hotel Kendari .......................................... 34
4.1.4. Produk dan Fasilitas Zahra Syariah Hotel Kendari ................................. 35
4.1.5. Struktur Organisasi Zahra Syariah Hotel Kendari .................................. 36
4.1.6. Karateristik Informan .............................................................................. 37
4.2. Strategi komonikasi Pemasaran Zahra Syariah Hotel Kendari
dalam upaya meningkatkan pelanggan ............................................................ 39
4.3. Pembahasan ............................................................................................... 50
BAB V PENUTUP ............................................................................................ 61
Kesimpulan ...................................................................................................... 61
Saran .................................................................................................................. 61
Daftar Pustaka

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