STRATEGI MARKETING COMMUNICATIONS MELALUI KONTEN INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS HOTEL PERMATA KOTA BOGOR

Abstract

The development of the digital era has transformed marketing communication patterns in the hospitality industry, particularly through social media platforms such as Instagram. This study aims to analyze the marketing communication strategy applied by Hotel Permata Kota Bogor through Instagram content based on the Integrated Marketing Communication (IMC) approach and to describe how it has contributed to brand awareness building. A qualitative descriptive method was employed, with data collected through in-depth interviews with the General Manager, Marketing Manager, and Social Media Manager of Hotel Permata, as well as three Instagram followers as supporting informants, complemented by content observation on the @hotelpermata account. Data were analyzed using Miles and Huberman's interactive model. The findings reveal that Hotel Permata implements four IMC elements through Instagram: advertising through consistent visual content (reels, feeds, stories), direct marketing via DM and WhatsApp, public relations through brand transparency and guest experience management, and sales promotion through bundling packages and seasonal discount programs. In terms of branding, the hotel positions itself as a strategic MICE and family leisure hotel, with consistent purple identity and the "P" logo reinforcing brand recognition. Brand awareness has reached the recognition and brand recall stages; however, it has not yet achieved the top of mind position due to competition from chain hotels and content consistency challenges. This research contributes to the study of IMC-based digital marketing communication in the local hotel context and provides strategic recommendations for independent hotel managers.