Optimalisasi Media Sosial untuk Promosi Hotel Bahtera Pelni Cipayung Bogor
DOI:
https://doi.org/10.55123/abdisoshum.v5i1.7487Keywords:
Social Media, Digital Promotion, Hotel, Marketing, Customer LoyaltyAbstract
The development of social media has become a crucial promotional strategy in the hospitality industry, including for Hotel Bahtera Pelni, located in Cipayung, Bogor. This study aims to analyze how the utilization of social media can be optimized as a promotional tool to enhance the hotel’s attractiveness, image, and marketing performance. The method applied in this research is qualitative descriptive, involving observations, interviews, and analysis of social media data. The results indicate that each platform has distinct audience characteristics and issues; for instance, Facebook requires particular attention to room cleanliness and facilities, Instagram highlights the efficiency of the check-in process, YouTube demands transparency regarding hotel amenities, while TikTok emphasizes the quality of service interactions. Optimizing social media, when combined with improvements in service quality, facilities, and prompt responses to customer complaints, has been shown to enhance the hotel’s image, customer satisfaction, and loyalty, while also supporting the achievement of revenue targets. This study underscores that digital promotion strategies should be integrated with professional operational management and human resources. These findings serve as a reference for developing measurable digital marketing strategies in the hospitality sector, ensuring that social media promotion is more effective and contributes to sustainable business performance improvement.
References
Alwi, M. I., Sasana, H., & Jalunggono, G. (2025). Analisis pengaruh tingkat hunian hotel terhadap pendapatan sektor pariwisata di Kabupaten Kebumen. DINAMIC: Directory Journal of Economic, 1(3). https://doi.org/10.31002/dinamic.v1i3.793
Aninda, N., & Gantino, R. R. (2023). Pengaruh kunjungan wisatawan dan tingkat hunian hotel pada pendapatan asli daerah. Jurnal Sistem Informasi, Akuntansi dan Manajemen, 3(1). https://doi.org/10.54951/sintama.v3i1.460
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2022). The future of social media in marketing. Journal of the Academy of Marketing Science, 50(1), 79–95. https://doi.org/10.1007/s11747-021-00796-0
Bazi, S., Filieri, R., & Gorton, M. (2023). Customers’ motivation to engage with brand pages on social media. Journal of Business Research, 155, 113–124.
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing (8th ed.). Pearson.
Dwivedi, Y. K., Hughes, D. L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Y., Dwivedi, R., Edwards, J., Eirug, A., Galanos, V., Ilavarasan, P. V., Janssen, M., Jones, P., Kar, A. K., Kizgin, H., Kronemann, B., Lal, B., Lucini, B., … Williams, M. D. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges and opportunities. International Journal of Information Management, 66, 102542. https://doi.org/10.1016/j.ijinfomgt.2022.102542
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. Journal of Business Research, 125, 211–239. https://doi.org/10.1016/j.jbusres.2020.12.039
Harrigan, P., Daly, T. M., Coussement, K., Lee, J. A., Soutar, G. N., & Evers, U. (2021). Identifying influencers on social media. Journal of Business Research, 134, 1–13. https://doi.org/10.1016/j.jbusres.2021.05.008
Hotel Bahtera Pelni. (2024–2025). Data target pendapatan Hotel Bahtera Pelni. Bogor: Hotel Bahtera Pelni.
Kharabsheh, R., & Chen, Y. (2021). Social media content marketing: Indicators and consumer behavior influence. Journal of Digital Marketing, 12(3), 45–60. https://doi.org/10.1016/j.jdm.2021.07.003
Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson.
Leung, X. Y., Sun, J., & Bai, B. (2022). Thematic framework of social media research in hospitality and tourism. Tourism Management, 89, 104462. https://doi.org/10.1016/j.tourman.2021.104462
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3Media Sosial Hotel Bahtera Pelni. (2025, 17 November). Rekap keluhan tertinggi di media sosial. Bogor: Hotel Bahtera Pelni.
Pangemanan, S. P., & Rawis, J. E. O. (2024). Manajemen pemasaran: Buku referensi. Media Penerbit Indonesia. https://repository.mediapenerbitindonesia.com/279/Sari, D. K., Indayani, L., Febriansah, R. E., & Fa’una, D. A. M. (2025). Buku ajar strategi pemasaran. Umsida Press.
Pop, R. A., Săplăcan, Z., & Alt, M. A. (2022). Social media goes green—The impact of social media on consumer behavior in sustainable tourism. Sustainability, 14(3), 1640. https://doi.org/10.3390/su14031640
Tagar.co. (2025). Statistik pengguna internet di Indonesia 2025. Diakses dari https://www.tagar.co
Tien, N. H., Jose, R. J., & Mai, N. P. (2023). Digital marketing strategies and performance of tourism enterprises. International Journal of Professional Business Review, 8(2), e01234.
Tjiptono, F., & Chandra, G. (2022). Service, quality & customer satisfaction. Yogyakarta: Andi.
Tuten, T. L., & Solomon, M. R. (2021). Social media marketing (4th ed.). Sage Publications.
Yadav, M., & Rahman, Z. (2023). Measuring consumer perception of social media marketing activities. Journal of Retailing and Consumer Services, 70, 103088. https://doi.org/10.1016/j.jretconser.2022.103088
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 ABDISOSHUM: Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
