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Implementasi Cyber Relations D’prima Hotel Dalam Membangun Loyalitas Customer | <hr /> (mysql): SELECT * FROM authors WHERE submission_id = 5326 ORDER BY seq   <hr /> <hr /> (mysql): SELECT * FROM author_settings WHERE author_id = '8623'   <hr /> <hr /> (mysql): SELECT * FROM author_settings WHERE author_id = '8856'   <hr /> <hr /> (mysql): SELECT * FROM author_settings WHERE author_id = '8857'   <hr /> <hr /> (mysql): SELECT * FROM author_settings WHERE author_id = '8858'   <hr /> Nikita Putri | Jurnal Dinamika Ilmu Komunikasi
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(mysql): SELECT * FROM author_settings WHERE author_id = '8623'  
(mysql): SELECT * FROM author_settings WHERE author_id = '8856'  
(mysql): SELECT * FROM author_settings WHERE author_id = '8857'  
(mysql): SELECT * FROM author_settings WHERE author_id = '8858'  
(mysql): SELECT * FROM authors WHERE submission_id = 5326 ORDER BY seq  
(mysql): SELECT * FROM author_settings WHERE author_id = '8623'  
(mysql): SELECT * FROM author_settings WHERE author_id = '8856'  
(mysql): SELECT * FROM author_settings WHERE author_id = '8857'  
(mysql): SELECT * FROM author_settings WHERE author_id = '8858'  

Implementasi Cyber Relations D’prima Hotel Dalam Membangun Loyalitas Customer

(mysql): SELECT * FROM authors WHERE submission_id = 5326 ORDER BY seq  
(mysql): SELECT * FROM author_settings WHERE author_id = '8623'  
(mysql): SELECT * FROM author_settings WHERE author_id = '8856'  
(mysql): SELECT * FROM author_settings WHERE author_id = '8857'  
(mysql): SELECT * FROM author_settings WHERE author_id = '8858'  
Larasati Nikita Putri, Lathifa Prima Ghanistyana, Erni Haryati, Fadli Dzil Ikram

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.


Keywords


Cyber Relations; Loyalitas Pelanggan; Komunikasi Digital; Industri Perhotelan

Full Text:

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DOI: https://doi.org/10.32509/dinamika.v11i1.5326
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Jurnal Dinamika Ilmu Komunikasi

Program Pascasarjana, Universitas Prof. Dr. Moestopo (Beragama)
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