BRANDING DAN KELANGGENGAN MEREK: STUDI PADA PUBLIC RELATIONS KUSUMA SAHID PRINCE HOTEL SOLO

Anita Ratna Sari* -  IAIN Surakarta, Indonesia
Eny Susilowati -  IAIN Surakarta, Indonesia

DOI : 10.22515/ajdc.v1i1.3298

The management of Kusuma Sahid Prince Hotel as one of heritage hotels has its own challenges to attract customer interest in the midst of competition for a number of hotels in Solo, one of which is about branding. This study aims to describe the branding of "The Truly Heritage Hotel" through the Public Relations (PR) of Kusuma Sahid Prince Hotel Solo in maintaining the brand longevity. The research method used was descriptive qualitative with the theory of Brand Expression and Brand Communication. The data collection was carried out through observation, interview, and documentation. In order to test the validity of the data, this research used the source triangulation technique and the interactive data analysis. The results showed that Kusuma Sahid Prince Hotel Solo implemented several strategies, in the form of: brand positioning, brand identity, brand personality, sales promotion, event, public relation, direct marketing, company sponsorship, and advertising. Besides, in order to maintain the brand longevity, the branding process was linked to brand origin and ownership, brand architecture, brand scope, and brand size. Furthermore, Kusuma Sahid Prince Hotel Solo had the brand characteristics used to maintain the brand longevity as "The Truly Heritage Hotel".

Keywords
branding; brand longevity; Kusuma Sahid Prince Hotel; Public Relations
  1. Ardianto, E. (2009). Public Relations Praktis. Bandung: Widya Padjajaran.
  2. Aryati, C.D. (2012). Strategi Marketing Public Relations Kusuma Sahid Prince Hotel Surakarta Tahun 2012. Skripsi. Universitas Muhammadiyah Surakarta.
  3. Efendi, A. (2015). Dekonstruksi “Brand Strategy” Universitas Islam Negeri Alauddin. Jurnal Manajemen Ide dan Inspirasi, 2.
  4. Gelder, S. V. (2005). Global Brand Strategy: Unlocking Brand Potential Across Countries.
  5. Kanter, R.M., & Brinkerhoff, D. (1981). Organizational Performance: Recent Developments in Measurement. Annual Review of Sociology, Vol.7, pp. 321-349.
  6. Kotler, P. (2000). Manajemen Pemasaran. Jakarta: Pt. Prenhallindo.
  7. Kriyantono, R. (2010). Teknik Praktis Riset Komunikasi. Jakarta: Kencana Prenada Media Group.
  8. Moleong, L. (2010). Metodologi Penelitian Kualitatif. Bandung: Remaja Rosdakarya.
  9. Moleong, L. (2013). Metodologi Penelitian Kualitatif. Bandung: Remaja Rosdakarya.
  10. Rahmadhani, Y. (2017). Strategi Branding Portal Online www.tripriau.com Dalam Membangun Brand Awareness Sebagai Portal Online Pariwisata Provinsi Riau. Skripsi. Universitas Riau.
  11. Ruslan, R. (2013). Metode Penelitian Public Relation dan Komunikasi. Jakarta: Raja Grafindo Persada.
  12. Schultz, D. E., & Branes, B. E. (1999). Strategic Brand Communication Campaigns. Lincolnwood, IL: NTC Business Books.
  13. Sugiyono. (2015). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
  14. Sulatiyono, A. (2002). Manajemen Penyelenggaraan Hotel. Bandung: Alfabeta.
  15. Tjiptono, F. (1998). Strategi Pemasaran. Yogyakarta: Andi Offset.
  16. Tjiptono, F. (2012). Pemasaran Strategik (2 ed.). Yogyakarta: Penerbit Andi.
  17. Tjiptono, F. (2014). Branding & Brand Longevity. Yogyakarta: CV. Andi Offset.

Full Text:
Article Info
Submitted: 2021-01-12
Published: 2021-04-29
Section: Articles
Article Statistics: 127 24