Larasati Nikita Putri, Lathifa Prima Ghanistyana, Erni Haryati, Fadli Dzil Ikram

Implementasi Cyber Relations D’prima Hotel Dalam Membangun Loyalitas Customer

Introduction

Implementasi cyber relations d’prima hotel dalam membangun loyalitas customer. Pelajari bagaimana D’Prima Hotel menggunakan cyber relations melalui Instagram & OTA untuk membangun loyalitas pelanggan di era digital, meningkatkan engagement dan okupansi hotel.

Abstract

Penelitian ini mengkaji implementasi cyber relations yang dilakukan oleh D’Prima Hotel dalam membangun loyalitas pelanggan di era digital. Perkembangan teknologi informasi telah mengubah pola komunikasi antara perusahaan dan pelanggan, sehingga strategi komunikasi digital menjadi sangat penting untuk mempertahankan hubungan jangka panjang. Metode penelitian yang digunakan adalah kualitatif dengan paradigma konstruktivis, melibatkan wawancara mendalam, observasi media sosial, dan analisis dokumen internal hotel. Hasil penelitian menunjukkan bahwa D’Prima Hotel memanfaatkan berbagai platform digital seperti Instagram dan online travel agent (OTA) untuk menciptakan komunikasi dua arah yang aktif dan interaktif dengan pelanggan. Selain itu, hotel mengalihkan fokus promosi dari segmen pemerintah ke segmen event seperti pernikahan dan wisuda, menyesuaikan dengan tantangan pasar. Strategi cyber relations yang konsisten terbukti efektif dalam meningkatkan keterlibatan digital, membangun loyalitas pelanggan, dan menjaga stabilitas tingkat okupansi hotel. Temuan ini menegaskan pentingnya pengelolaan komunikasi digital yang responsif dan personal dalam industri perhotelan modern.

Review

This paper, "Implementasi Cyber Relations D’prima Hotel Dalam Membangun Loyalitas Customer," offers a timely and relevant exploration into the strategic implementation of cyber relations by D'Prima Hotel to cultivate customer loyalty in the contemporary digital landscape. Utilizing a qualitative, constructivist methodology encompassing in-depth interviews, social media observation, and internal document analysis, the study meticulously examines how digital communication transforms corporate-customer interactions. The key findings reveal D'Prima Hotel's effective leveraging of platforms such as Instagram and Online Travel Agents (OTAs) for active two-way communication, alongside a strategic shift in promotional focus from government to event segments. The research convincingly argues that these consistent cyber relations strategies are instrumental in boosting digital engagement, fostering customer loyalty, and maintaining stable hotel occupancy rates. A significant strength of this research lies in its robust qualitative approach, which provides rich, contextualized insights into the practical application of cyber relations within a real-world organizational setting. The triangulation of data sources—interviews, direct observation of digital platforms, and internal documents—enhances the credibility and depth of the findings, allowing for a comprehensive understanding of D'Prima Hotel's strategic maneuvers. The paper effectively demonstrates how adaptive digital communication, particularly the pivot towards event-based promotions, can translate into tangible benefits in terms of customer engagement and business resilience, offering valuable practical implications for other players within the highly competitive hospitality industry. While the abstract provides a compelling summary, future elaborations or discussions could benefit from a more explicit definition and qualitative measurement of "customer loyalty" and "digital engagement" within the study's constructivist paradigm. Exploring potential challenges or limitations encountered by D'Prima Hotel during the implementation of these strategies, such as managing online crises or resource allocation for consistent digital interaction, would also add another layer of practical insight. Furthermore, while the findings are empirically strong, a brief contextualization against existing theoretical frameworks of cyber relations or customer loyalty could provide a broader academic lens and enhance the transferability of the insights beyond this specific case study. Nevertheless, this paper makes a valuable empirical contribution to understanding effective digital marketing strategies in the modern hospitality sector.

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