Strategi Marketing Communication dalam Membangun Brand Awareness Citra Boutique Hotel Cikarang melalui Platform Instagram

Asyri Abghi Rahmah; Wahyu Budi Priatna

doi:10.36312/educatoria.v6i3.1565

Authors

Asyri Abghi Rahmah Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University, Jalan Kumbang Nomor 14, Bogor, Jawa Barat 16128, Indonesia
Wahyu Budi Priatna Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University, Jalan Kumbang Nomor 14, Bogor, Jawa Barat 16128, Indonesia

DOI:

https://doi.org/10.36312/educatoria.v6i3.1565

Keywords:

Instagram, Brand Awareness, Marketing Communication, Hospitality, STP

Abstract

This study aims to analyze marketing communication strategies through Instagram in building brand awareness for Citra Boutique Hotel Cikarang. The study used a qualitative approach with a case study method. Data were obtained through observation, in-depth interviews, documentation, and Instagram Insight analysis. The results indicate that the marketing communication strategy on Instagram was built through the application of Segmenting, Targeting, and Positioning (STP) as the basis for developing communication messages. The hotel identified the corporate and business traveler segments as its primary target, positioning itself as a business hotel offering spacious rooms, a strategic location, and comprehensive supporting facilities. The research findings also indicate that Instagram's effectiveness in building brand awareness is supported by the consistent presentation of informative and promotional content, the use of Instagram Insight data for evaluation, and cross-departmental coordination in the planning, production, and publication of content. This study concludes that the implementation of an integrated STP strategy with consistent content management and interdepartmental collaboration makes Instagram an effective marketing communication medium in strengthening brand awareness for Citra Boutique Hotel Cikarang.

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