STRATEGI KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN PRODUCT KNOWLEDGE SERTA MINAT BELI EVENT SPACE KOTTA HOTEL SEMARANG SEBAGAI SEKRETARIS, FINANCE MANAGER, DAN SPONSORSHIP

Abstract

The Event Space at Kotta Hotel Semarang generated lower revenue than the hotel's other products due to its focus on corporate and government clients, which limited public awareness. To address this, the project team implemented an Integrated Marketing Communication (IMC) strategy targeting communities and organizations to boost product knowledge and purchase intention. This approach used tools such as advertising, events, publicity, direct marketing, personal selling, and interactive marketing, supported by the SOSTAC Planning Model, AIDA Communication Model, and event management concepts. The strategy led to a 100% increase in product awareness and successfully resulted in three event space rental transactions from local communities. Key roles as secretary, finance manager, and sponsorship team played vital parts, especially in managing offline events.