Peran Instagram dalam Strategi Digital Public Relations bagi Industri Perhotelan di Kota Malang

The Role of Instagram in the Digital Public Relations Strategy for the Hospitality Industry in Malang City

  • Nur Kholis Communication Study Prgram - Faculty of Digital Communication, Hotel and Tourism BINUS University
DOI: https://doi.org/10.20884/1.actadiurna.2022.18.2.6093

Abstract

Praktik public relations yang merupakan bagian dari strategi komunikasi perlu disesuaikan dengan era ekonomi digital. Penelitian ini mengidentifikasi peran Instagram sebagai media digital dalam praktik kehumasan di industri perhotelan, berfokus pada hubungan dengan pelanggannya. Seiring dengan tingginya jumlah pengguna media sosial di Indonesia, hotel dan hubungan pelanggan dapat diidentifikasi dari interaksi mereka di Instagram. Berdasarkan topiknya, dilakukan metode kualitatif, wawancara dengan informan yang dipilih secara purposive dikumpulkan untuk mendapatkan data. Hasil penelitian menunjukkan bahwa Instagram merupakan media yang efektif untuk membangun kepercayaan antara hotel dan pelanggannya karena tiga alasan. Pertama, menciptakan hubungan langsung karena pelanggan dapat dengan mudah berkomunikasi dengan pihak hotel untuk menanyakan informasi apa pun dengan mengirimkan pesan langsung atau menambahkan komentar. Kedua, Instagram mungkin bisa memberikan customer experience melalui kuis-kuis seputar product knowledge hotel atau hal-hal terkait lainnya. Ketiga, Instagram memungkinkan pelanggan untuk berbagi informasi positif tentang hotel dengan berbagi foto selama mereka menginap. Kepercayaan yang dibangun diharapkan dapat mendukung hotel untuk bersaing di era digital.


Kata Kunci: Instragram; public relations; strategi komunikasi


 

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Published
2022-10-17
How to Cite
KHOLIS, Nur. Peran Instagram dalam Strategi Digital Public Relations bagi Industri Perhotelan di Kota Malang. Acta Diurna: Jurnal Ilmu Komunikasi, [S.l.], v. 18, n. 2, p. 54-60, oct. 2022. ISSN 2620-6676. Available at: <https://jos.unsoed.ac.id/index.php/acta_diurna/article/view/6093>. Date accessed: 01 apr. 2025. doi: https://doi.org/10.20884/1.actadiurna.2022.18.2.6093.
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Vol 18 No 2 (2022)
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