Evaluasi Program Komunikasi Pemasaran Terpadu Laras Asri Resort & Spa Periode 2010-2012

Abstract

Laras Asri Resort & Spa is a service company in the shape of a 4 star hotel with a resort concept in Salatiga. In competing with other competitors, certainly the hotel management needs to make a communication strategy to sell his services. The strong competition in the climate of Salatiga hotels there are 15 total needed for effective marketing communications strategy in order to achieve the objectives of the Laras Asri Resort & Spa, that is to be the leading luxury hotel and most comfortable in Central Java, with the main products i.e. either rooms or dwelling. During a period of 3 years of the implementation of the integrated marketing communications program, there is a miss match in the number of consumer acquisition Number of guest and Total guest in outlets, where the gains that have been achieved does not fulfill the purpose of the hotel It is therefore through a study entitled "EVALUATION OF THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM LARAS ASRI RESORT & SPA THE PERIOD 2010-2012", researchers want to find out what factors caused the difference number of consumer acquisition. This research uses qualitative evaluation methods, where researchers will eventually describe the integrated marketing communications program which are then evaluated using methods C1PP Stuffle beam. The conclusions of this study, it was found that the integrated marketing communications program, which was done through a form of Direct marketing, Personal selling, and Advertising have not been able to fulfill the purpose of the Laras Asri Resort & Spa which is put forward their primary products. Where this is due to the message in the integrated marketing communications program that has been implemented very little load the message with the content of the main product.