Strategi Sosial Media Marketing dalam Membangun Brand Awareness Pelanggan pada Hotel Grand Central Medan

Abstract

This research is conducted to analyze the strengths, opportunities, aspirations and results related to social media marketing strategies applied at Grand Central Hotel Medan in an attempt to build customer brand awareness. SOAR analysis method is used in this research, which is a method used by companies to create a marketing strategy planning framework in order to tackle business competition by analyzing both internal and external factors using IFAS and EFAS matrices. This research uses qualitative method, which is conducted by collecting data through interviews and observations as well as collecting documents from journals and accurate internet sources. The research result finds that IFAs matrix indicates a value of 3.75 and EFAS indicates a value of 3.16. The strategies focus on 1. Creating contents and paying attention to the timing of content posting that can attract viewers; 2. Improving communication and collaboration; and 3. Providing attractive promotions and incentives for employees.