STRATEGI KOMUNIKASI PEMASARAN SHERATON HOTEL LAMPUNG

PADA MASA PANDEMI COVID 19

(Proposal Skripsi)

Oleh:
Viqi Efdinal Firda
1746031014

JURUSAN ILMU KOMUNIKASI

FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
UNIVERSITAS LAMPUNG
2021
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DAFTAR ISI

Halaman
I. PENDAHULUAN...........................................................................................1
1.1. Latar Belakang Masalah............................................................................1
1.2. Rumusan Masalah......................................................................................9
1.3. Tujuan Penelitian.......................................................................................9
1.4. Manfaat Penelitian...................................................................................10
1.5. Kerangka Pikir.........................................................................................10

II. TINJAUAN PUSTAKA................................................................................13

2.1. Penelitian Terdahulu................................................................................13
2.2. Strategi Komunikasi Pemasaran..............................................................19
2.2.1 Perencanaan Strategi Komunikasi Pemasaran................................19
2.3. Bentuk-Bentuk Komunikasi Pemasaran..................................................22
2.3.1 Periklanan/Advertising....................................................................22
2.3.2 Promosi Penjualan/Sales Promotion...............................................23
2.4.3 Penjualan Personal/Personal Selling..............................................24
2.3.4 Publisitas.........................................................................................25
2.3.5 Digital/ Internet Marketing.............................................................25
2.3.6 Event Marketing.............................................................................26
2.4. Perhotelan................................................................................................27
2.5. Pandemic Covid 2019..............................................................................28
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III. METODE PENELITIAN.............................................................................31

3.1. Pendakatan Penelitian..............................................................................31
3.2. Tipe Penelitian.........................................................................................31
3.3. Metode Penelitian....................................................................................32
3.4. Fokus Penelitian.......................................................................................33
3.5. Lokasi Penelitian.....................................................................................33
3.6. Sumber Data............................................................................................34
3.7. Teknik Pengumpulan Data......................................................................34
3.8. Teknik Pemilihan Informan.....................................................................35
3.9. Teknik Analisis Data...............................................................................36

DAFTAR PUSTAKA
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DAFTAR TABEL

Tabel Halaman
1. Data Hotel Berbintang 4 di Provinsi Lampung Berdasarkan tahun
berdiri........................................................................................................... 4
2. Jumlah Data Kedatangan Tamu dan Penyelenggaran MICE Sheraton Lampung
Hotel Tahun 2020......................................................................................... 6
3. Jumlah Data Kedatangan Tamu dan Penyelenggaran MICE Sheraton Lampung
Hotel Tahun 2021......................................................................................... 6
4. Ringkasan Penelitian Terdahulu.................................................................. 16
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DAFTAR GAMBAR

Gambar Halaman
1. Bagan Kerangka Pemikiran......................................................................... 12