Published: 2026-04-01
Strategi Marketing Communication sebagai Upaya Mempertahankan Eksistensi Lido Lake Resort by MNC Hotel Pasca Akuisisi
DOI: 10.35870/emt.v10i2.5779
Downloads
Abstract
This study aims to analyze the marketing communication strategy implemented by Lido Lake Resort by MNC Hotel in maintaining brand existence after its acquisition by MNC Land. A qualitative descriptive approach was applied, utilizing observation, in-depth interviews, and documentation. Informants including marketing managers, and communication staff were selected through purposive sampling. Data were analyzed using thematic analysis involving coding, categorization, and theme development, validated through source triangulation and member checking. The results reveal three main findings: (1) 85–90% of the marketing budget was allocated to digital channels emphasizing social media optimization, (2) influencer collaboration became the core strategy to expand market reach and engagement, and (3) synergy within the MNC ecosystem and the Special Economic Zone (KEK) Lido City strengthened hotel visibility and brand perception. Effectiveness was reflected through digital interaction growth, audience reach expansion, and improved brand image among guests. The findings highlight the importance of consistent cross-channel messaging and brand identity reinforcement during post-acquisition integration.
Keywords
Marketing Communication ; Digital Strategy ; Hospitality ; Acquisition ; Brand Existence
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 10 No. 2 (2026)
-
Section: Articles
-
Published: %750 %e, %2026
-
License: CC BY 4.0
-
Copyright: © 2026 Authors
-
DOI: 10.35870/emt.v10i2.5779
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.
Andien Putri Aliffia Saputra
Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University, Kota Bogor, Provinsi Jawa Barat, Indonesia.
Suparman Suparman
Program Studi Komunikasi Digital dan Media, Sekolah Vokasi, IPB University, Kota Bogor, Provinsi Jawa Barat, Indonesia.
-
Aaker, D. A. (2020). Strategic market management (11th ed.). Wiley.
-
Achmad, K. (2022). Strategi komunikasi pemasaran Sheraton Hotel Lampung pada masa pandemi Covid-19. Jurnal Ilmu Komunikasi Balayudha, 2(2). https://doi.org/10.56869/jikoba.v2i2.424.
-
Armstrong, G., & Kotler, P. (2018). Marketing: An introduction (13th ed.). Pearson Education.
-
Badan Pusat Statistik. (2023). Statistik hotel dan akomodasi lainnya di Indonesia 2023. BPS.
-
Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (13th ed.). McGraw-Hill Education.
-
Caesar, R. H. (2019). Analisis proses rebranding Sofyan Hotel Cut Meutia dalam meningkatkan citra merek. Jurnal Pustaka Komunikasi, 2(1), 33–42. https://doi.org/10.32509/pustakom.v2i1.876.
-
Ekalista, P., & Hardianto, W. T. (2019). Strategi komunikasi pemasaran Hotel Kartika Graha Malang dalam meningkatkan jumlah pengunjung. Jurnal Komunikasi Nusantara, 1(1), 18–24.
-
Fill, C. (2013). Marketing communications: Brands, experiences and participation. Pearson.
-
Firmansyah, A. (2019). Peran citra merek dalam industri perhotelan. Jurnal Manajemen Bisnis, 4(2), 77–86.
-
Fostin, H., & Hokianto, H. (2023). Analisis SWOT pada usaha kuliner (studi pada Warung Mas Damar di Kota Pontianak). Jurnal Aksioma, 2(2), 101–107.
-
Gurel, E., & Tat, M. (2017). SWOT analysis: A theoretical review. The Journal of International Social Research, 10(51), 994–1006. https://doi.org/10.17719/jisr.2017.1832.
-
Hamzah, R. E., & Azhari, R. R. (2019). Konsep integrated marketing communication dalam meningkatkan brand image Hotel Grand Sahid Jaya Jakarta. Jurnal Pustaka Komunikasi, 2(2), 181–193.
-
Hudson, S., & Hudson, L. (2022). Customer experience in hospitality and tourism: A research overview. Routledge.
-
Iglesias, O., Markovic, S., & Rialp, J. (2020). How does sensory brand experience influence brand equity? International Journal of Hospitality Management, 87, 102–115. https://doi.org/10.1016/j.ijhm.2019.102462.
-
Kapferer, J. N. (2022). The new strategic brand management: Advanced insights and strategic thinking (7th ed.). Kogan Page.
-
Kaur, H., & Kaur, G. (2021). Integrated marketing communication and consumer engagement in hospitality brands. Journal of Hospitality and Tourism Insights, 5(3), 422–439. https://doi.org/10.1108/JHTI-07-2020-0123.
-
Kim, M., & Choi, S. (2024). Social media marketing effectiveness in post-pandemic hospitality recovery. International Journal of Contemporary Hospitality Management, 36(2), 367–384. https://doi.org/10.1108/IJCHM-02-2023-0185.
-
Kotler, P., & Armstrong, G. (2014). Principles of marketing. Pearson Education.
-
Kotler, P., & Keller, K. L. (2009). Marketing management. Pearson Prentice Hall.
-
Kotsi, F., & Pike, S. (2021). The impact of rebranding on hotel brand equity. Tourism Management, 82, 104–142. https://doi.org/10.1016/j.tourman.2020.104142.
-
Kumar, V., & Gupta, S. (2023). Digital engagement strategies in post-merger hospitality brands. Journal of Brand Management, 30(4), 523–540. https://doi.org/10.1057/s41262-023-00301-x.
-
Kurnia, E., Widari Nasution, C. S. V., & Budiartha, N. (2024). Analisis strategi komunikasi pemasaran di Beverly Hotel Batam. Jurnal Mekar, 3(1), 44–57.
-
Maharani, R. N., Nasihin, M. K., Zahro, A. A., & Sanjaya, V. F. (2023). Analisis SWOT dalam pengelolaan strategi bisnis: Studi kasus Rumah Makan Pindang Sehat di Bandar Lampung. Universitas Islam Negeri Raden Intan Lampung.
-
Metrasakti, T. D., & Suwanda, B. S. (2025). Strategi marketing communication dalam optimalisasi media sosial Instagram di Lido Lake Resort by MNC Hotel. J-CEKI: Jurnal Cendekia Ilmiah, 4(5), 673–690.
-
Moestopo Journal. (2025). Rebranding Sofyan Hotel Cut Meutia dalam mempertahankan eksistensi hotel.
-
Parantika, A. (2023). Strategi bauran pemasaran 7P menggunakan pendekatan analisis SWOT dalam upaya meningkatkan daya saing Mangata Coffee & Eatery. Media Wisata: Wahana Informasi Pariwisata, 21(1), 33–45.
-
Prabela, C. V. E., Kumadji, S., & Mawardi, M. K. (2016). Pengaruh integrated marketing communication (IMC) dan public relations terhadap citra merek dan keputusan pembelian: Survei pada pengunjung Harris Hotel & Conventions Malang. Jurnal Administrasi Bisnis, 35(2), 155–163.
-
Pritandhari, M., Riani, A. L., & Mstats, S. (2014). Strategi integrated marketing communication (IMC) untuk meningkatkan loyalitas anggota BMT Amanah Ummah Sukoharjo. Jurnal FKIP UNS, 1(2), 138–175.
-
Putri, A. (2019). Analisis citra merek Swiss-Belinn Karawang. Jurnal Pariwisata, 6(2), 87–95.
-
Rachmadizal, A., Ayu, J. P., Bramundita, A. G. C., & Adam, F. (2022). Strategi pemasaran jasa pada hotel di era new normal. Journal of Research on Business and Tourism, 2(1), 15–29. https://doi.org/10.37535/104002120222.
-
Rangkuti, F. (2018). Analisis SWOT: Teknik membedah kasus bisnis. PT Gramedia Pustaka Utama.
-
Rapa, T. M. (2025). Strategi komunikasi pemasaran Dalton Hotel dalam meningkatkan brand image [Skripsi, Universitas Fajar Makassar].
-
Rinjani, A. N., & Dellyana, D. (2017). Integrated marketing communication for Gran. Journal of Innovation, Business and Entrepreneurship, 2(1), 100–111.
-
Ritonga, D. (2022). Penerapan komunikasi pemasaran terpadu di industri perhotelan. Jurnal Manajemen Bisnis, 9(1), 44–57.
-
Safitri, E., Auliana, N. L., Sukoco, N. I., & Barkah, N. C. S. (2022). Kajian literatur peran integrated marketing communication (IMC) dalam mempertahankan loyalitas konsumen. Jurnal Aplikasi Bisnis, 19(2), 259–267.
-
Schultz, D. E., & Patti, C. H. (2020). The evolution of integrated marketing communications: The customer-driven marketplace. Journal of Marketing Communications, 26(2), 115–131. https://doi.org/10.1080/13527266.2019.1632827.
-
Shimp, T. A. (2013). Advertising promotion and other aspects of integrated marketing communications. Cengage Learning.
-
Shimp, T. A. (2014). Komunikasi pemasaran terpadu dalam periklanan dan promosi. Salemba Empat.
-
Sugiyono. (2019). Metode penelitian kualitatif, kuantitatif, dan R&D. Alfabeta.
-
Tuten, T. L., & Solomon, M. R. (2018). Social media marketing (3rd ed.). SAGE Publications.
-
Utari, Y. (2019). Strategi komunikasi pemasaran dalam meningkatkan jumlah penginap di Hotel Best Skip Palembang. Jurnal Komunikasi dan Bisnis, 5(1), 77–85.
-
Vrontis, D., Thrassou, A., & Melanthiou, Y. (2020). Marketing and branding in mergers and acquisitions: Emerging research perspectives. Journal of Business Research, 116, 415–429. https://doi.org/10.1016/j.jbusres.2019.07.033.
-
Yuniaris, W. (2011). Pengaruh integrated marketing communication terhadap loyalitas pengguna kartu pascabayar Halo di Malang. Jurnal Manajemen Bisnis, 1(1), 21–32.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.