PEMANFAATAN CYBER PUBLIC RELATIONS DALAM KEGIATAN PROMOSI PADA HOTEL GOLDEN TULIP LEGACY SURABAYA

Abstract

Promotion is an important factor in competition in the business world. This is also realized by the
Golden Tulip Legacy Hotel Surabaya and promotional activities have become mandatory every day. In
carrying out these promotional activities, Marcomm hotel Golden Tulip Legacy utilizes Cyber Public
Relations to carry out promotional activities. This is based on the increasingly advanced information
and communication technology, by utilizing Cyber Public Relations in promotional activities, the target
market is more easily reached and promotional activities become more optimal because today people
prefer to search for information through online media rather than conventional media. The theory used
in this study is the role theory proposed by Widodo in 2009. This research is descriptive with qualitative
methods that collect information and data from what is implemented by Marcomm in utilizing Cyber
Public Relations for promotional activities. Data collection is obtained by conducting in-depth
interviews with resource persons who are competent in their fields and using documentation to support
existing data. The results of the study show that the Golden Tulip Legacy Surabaya Hotel carried out
promotions by utilizing Cyber Public Relations activities using cyber media because it was considered
more effective, optimal, and broad in scope. In addition to doing it themselves, the Golden Tulip Legacy
Hotel Surabaya also collaborates with social media influencers to promote their products and services.
After utilizing the Cyber Public Relations activities, there was an increase in sales for one year.