Tujuan untuk mengetahui bagaiamana startegi komunikasi pemasaran D’riam Riverside Resort Soreang Kabupaten Bandung dalam menarik tamu hotel melalui promo “special discount”. Sehingga peneliti mencoba untuk menganalisis dari perencanaan dan persiapan, eksekusi media, persiapan pengembangan media promosi, komunikasi dan monitoring dan analisis situasi. Tipe penelitian adalah kualitatif, metode penelitian yang digunakan adalah metode deskriptif, data yang didapat melalui wawancara, studi pustaka serta internet searching. Untuk informan ada 2 informan kunci yakni Operasional manager dan Marketing D’riam Riverside Resort serta 2 informan pendukung yakni tamu hotel D’riam Riverside Resort yang ditentukan meggunakan Teknik penentuan data purposive sampling. Hasil penelitian ini bahwa strategi komunikasi pemasaran D’riam Riverside Resort dalam menarik tamu hotel melalui promo “special discount” pada tahap Perencanaan dan Persiapan dilalui empat proses yakni menentukan tema promosi, promosi yang telah terjadwal, sumber daya manusia, dan promosi ini bertujuan menarik konsumen. Eksekusi Media yang digunakan menyampaikan informasi yaitu melalui media elektronik, media cetak, media luar ruangan dan media online. Tahap Persiapan dan Pengembangan Media Promosi D’riam Riverside Resort melakukan kerja sama dengan iklan online dan berkegiatan personal selling, sales promotion, dan direct selling. Komunikasi menggunakan pesan persuasif yang bersifat mengajak dan mempengaruhi serta terdapat hambatan – hambatan komunikasi seperti hambatan gangguan teknis dan gangguan semantik Monitoring dan analisis situasi pada D’riam Riverside Resort menghasilkan keuntungan, kekurangan dan peluang kedepannya Kesimpulan dari penelitian ini adalah strategi komunikasi pemasaran D’riam Riverside Resort Soreang Kabupaten Bandung dalam menjalankan program promosi sudah berjalan dengan sangat baik, divisi pemasaran D’riam Riverside Resort Soreang Kabupaten Bandung berhasil menarik tamu hotel melalui promo “special discount”Saran peneliti menyarankan sebaiknya divisi pemasaran D’riam Riverside Resort Soreang Kabupaten Bandung lebih mengoptimalkan media elektronik seperti televise, media luar ruangan seperti billboard, dan papan reklame, media iklan cetak seperti majalah dan koran untuk memberikan informasi kepada konsumen.

Interest to know how your marketing communications strategy D'riam Riverside Resort Soreang Bandung regency in attracting hotel guests with promo "special discount". So the researchers tried to analyze of planning and preparation, the execution media and marketing applications, the development plan of media, communication and monitoring and analysis of the situation. This type of research is a qualitative research method used is descriptive method. Most of the data obtained through interviews, library research and internet searching. For his informants there are two key informants namely Operations Manager and Marketing D'riam Riverside Resort as well as supporters of the two informants hotel guests D'riam Riverside Resort specified receipts purposive sampling technique of determining the data. The results of this study that the marketing communications strategy D'riam Riverside Resort in attracting hotel guests with promo "special discount" on the stage of planning and preparation go through five processes that define the theme of the promotion, the promotion of which has been scheduled, human resources, and this campaign aims to attract consumers , The media execution used to convey information that is through electronic media, print media, outdoor media and online media. Preparation and development of media promotion D'riam Riverside Resort cooperating with online advertising and personal selling, sales promotion, and direct selling. Communication using persuasive message that is both inviting and influence and there are barriers - barriers of communication barriers such as technical problems and semantic disorders Monitoring and analysis of the situation in D'riam Riverside Resort yield advantages, disadvantages and opportunities of the future. The conclusion of this study is the marketing communication strategy D'riam Riverside Resort Soreang Bandung regency in running the promotion program has been running very well , a marketing division D'riam Riverside Resort Soreang Bandung regency hotel guests managed to pull through promo " special discount " Suggestions researchers suggest better marketing division D' riam Riverside Resort Soreang Bandung regency further optimize electronic media such as television , outdoor media such as billboards , and billboards , print advertising media such as magazines and newspapers to provide information to consumers

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