STRATEGI KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN PRODUCT KNOWLEDGE SERTA MINAT BELI EVENT SPACE KOTTA HOTEL SEMARANG

Abstract

Kotta Hotel Semarang is one of the accommodations located in the heart of the Old Town area of Semarang. In addition to providing lodging, Kotta Hotel Semarang also offers a variety of other services, such as Cemil Dining, Kobi’s Brew, an Event Space, an Amphitheatre, as well as Shower & Locker facilities that support the hotel’s overall success. However, it has been found that one of these products, the event space, generates relatively low revenue. Therefore, this program aims to increase product knowledge and purchase interest in Kotta Hotel Semarang’s event space. The program targets active communities and organizations in Semarang that often hold outdoor activities. To implement this program, the creative team employed the concept of Integrated Marketing Communication (IMC), which includes content marketing strategies, direct selling, publicity and public relations, and offline events. The results indicate that the implemented strategies successfully achieved the intended goals. These strategies effectively increased product knowledge from 25 percent to 96 percent and generated purchase interest, as evidenced by three bookings made by communities and organizations for the event space at Kotta Hotel Semarang.