Peran Marketing Communication dalam Membangun Brand Awareness di The Highland Park Resort Hotel Bogor
DOI:
https://doi.org/10.35870/jtik.v10i3.5993Keywords:
Brand Awareness, Digital Marketing, Hospitality, IMC, Marketing CommunicationAbstract
Competition in the hospitality industry demands that every brand build strong brand awareness, especially for hotels that provide tourist destinations such as The Highland Park Resort Hotel Bogor. This study aims to analyze the role of marketing communication in building brand awareness through the implementation of integrated marketing communications. The method used is descriptive qualitative through in-depth interviews with the marketing communications team, as well as observation of marketing activities. The results show that the use of Integrated Marketing Communication (IMC) elements such as social media, advertising, public relations, sales promotions, and direct communication can increase brand attention and recognition. Instagram profile visits increased by 78.9% during the digital campaign, while Google Ads generated 8,180 impressions, 441 clicks, with a CTR of 5.39%. These findings indicate that IMC contributes to increasing brand recognition and brand recall sustainably in the hospitality sector. Supporting factors for success include visual identity consistency, internal team coordination, utilization of social media insights, and product excellence as a one-stop destination.
Downloads
References
Adnan, S. E., Murhaban, S. E., Eva Fitria Ningsih, S. M., TM, A., SP, M., Suryani, S. M., ... & Muhammad Whasil Mufti Ulwan, S. M. (2024). Strategi pemasaran dan perilaku konsumen di era digital. Mega Press Nusantara.
Amrita, N. D. A., Mandiyasa, I. K. S., Suryawan, T. G. A. W. K., Handayani, M. M., Nugroho, M. A., Puspitarini, E. W., ... & Judijanto, L. (2024). Digital marketing: teori, implementasi dan masa depan digital marketing. PT. Green Pustaka Indonesia.
Anisah, H. U. (2025). BAB 7 komunikasi pemasaran dan branding. In Ilmu komunikasi (p. 148). Akiopedia Press.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing (5th ed.). Pearson Australia.
Baharsyam, S., & Wahyuti, T. (2022). Strategi penggunaan key opinion leader (KOL) di media sosial untuk meningkatkan brand awareness produk Sania Royale Soya Oil. Konvergensi: Jurnal Ilmiah Ilmu Komunikasi, 3(1). https://doi.org/10.51353/kvg.v3i1.612.
Balaka, M. Y. (2022). Metodologi penelitian: teori dan aplikasi.
Clow, K. E., & Baack, D. (2012). Integrated advertising, promotion and marketing communications. Pearson.
Deputi Bidang Produk Wisata dan Penyelenggara Kegiatan (Events). (2025). Laporan akuntabilitas kinerja Deputi Bidang Produk Wisata dan Penyelenggara Kegiatan (Events) Tahun 2024. Kementerian Pariwisata dan Ekonomi Kreatif/Badan Pariwisata dan Ekonomi Kreatif.
Dono, L., & Sos, S. (2025). Komunikasi pemasaran kontekstual. PT Komunikasi Mandiri.
Felik, Y., & Manggu, B. (2024). Peran komunikasi pemasaran dalam meningkatkan brand awareness dan penjualan: pendekatan strategi. Mount Hope Management International Journal, 2(1), 91-99. https://doi.org/10.61696/momil.v2i1.392.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kripdayanti, A., & Fuad, M. S. (2025). Strategi influencer marketing dalam meningkatkan brand awareness pelindung kendaraan PT CoverSuper Indonesia Global. Innovative: Journal of Social Science Research, 5(1), 182-194. https://doi.org/10.31004/innovative.v5i1.17352.
Madani, K. S. K., Wolor, C. W., & Utari, E. D. (2025). Analisis peningkatan brand awareness produk SC Johnson & Son melalui TikTok. Jurnal Rumpun Manajemen dan Ekonomi, 2(4), 69-76. https://doi.org/10.61722/jrme.v2i4.5268.
Negara, K. A. S., Deriani, N. W., & Wijaya, I. G. N. S. (2025). Strategi pemasaran digital dalam membangun citra merek di The Bandha Hotel & Suites pada platform Instagram. In Seminar Hasil Penelitian Informatika dan Komputer (SPINTER) (Vol. 2, No. 1, pp. 1051-1056). Institut Teknologi dan Bisnis STIKOM Bali.
Novrian, A., & Rizki, M. F. (2021). Integrated marketing communication Kedai Sodare Kopi dalam meningkatkan brand awareness. Medium: Jurnal Ilmiah Fakultas Ilmu Komunikasi, 9(1), 81-91. https://doi.org/10.25299/medium.2021.vol9(1).7444.
Ohyver, D. A., Judijanto, L., Islahuddin, I., Apriyanto, A., Kalsum, E. U., & Anas, M. (2025). Transformasi industri perhotelan di era digital. PT Sonpedia Publishing Indonesia.
Safitri, E., Auliana, L., Sukoco, I., & Barkah, C. S. (2022). Kajian literatur peran integrated marketing communication (IMC) dalam mempertahankan loyalitas konsumen. Jurnal Aplikasi Bisnis, 19(2), 259-267. https://doi.org/10.20885/jabis.vol19.iss2.art6
Sonani, N., & Sudrajat, A. P. (2023). Pelatihan strategi komunikasi pemasaran online dalam meningkatkan brand awareness. SABAJAYA Jurnal Pengabdian Kepada Masyarakat, 1(3). https://doi.org/10.59561/sabajaya.v1i3.97.
Sulung, U., & Muspawi, M. (2024). Memahami sumber data penelitian: primer, sekunder, dan tersier. Edu Research, 5(3), 110-116. https://doi.org/10.47827/jer.v5i3.238.
Susanto, S., & Sari, A. (2020). Strategi komunikasi pemasaran jam tangan Matoa dalam meningkatkan brand awareness. SOURCE: Jurnal Ilmu Komunikasi, 6(1), 108-117. https://doi.org/10.35308/source.v6i1.1540.
Wardani, A., & Boer, K. M. (2025). Strategi komunikasi pemasaran dalam meningkatkan brand awareness pada Forthis House. Professional: Jurnal Komunikasi dan Administrasi Publik, 12(1), 417-428. https://doi.org/10.37676/professional.v12i1.8594.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Hervina Afrianti Rahayu, Ika Sartika
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
