Penelitian ini bertujuan untuk mengetahui Strategi Komunikasi Unit Marketing Hotel Zamrud Cirebon Pada Kegiatan “Pengajian Reboan” Dalam Meningkatkan Citra Hotel Di Masyarakat Kota Cirebon. Untuk menjawab penelitian target khalayak, pemilihan media, penyampaian pesan, dan tujuan akhir untuk menganalisa sub fokus penelitian strategi komunikasi. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Informan dalam penelitian ini berjumlah 5 (lima) orang. Teknik pemilihan informan dalam penelitian ini menggunakan teknik purposive sampling. Data penelitian diperoleh melalui studi pustaka, observasi, wawancara, dokumentasi dan pencarian data online. Untuk menguji keabsahan data digunakan triangulasi, diskusi dengan teman sejawat, dan membercheck. Hasil penelitian ini menunjukkan bahwa target khalayak kegiatan pengajian adalah masyarakat sewilayah tiga Cirebon terdiri dari Kuningan, Majalengka, dan Indramayu, kemudian unit marketing melakukan pendekatan kepada komunitas yaitu majelis talim. Pemilihan media unit marketing memilih radio dan media cetak surat kabar pada awal kegiatan. Unit marketing hanya bekerja sama dengan media cetak surat kabar. Unit marketing tidak melakukan promosi selama kegiatan berlangsung. Unit marketing memberikan doorprize sebagai strategi untuk mempertahankan kegiatan pengajian tetap ramai. Strategi komunikasi unit marketing Hotel Zamrud dilakukan melalui target, media, pesan dan tujuan akhir ini dilakukan oleh unit marketing. Dari hasil penelitian, unit marketing mengenal khalayak, menyusun pesan, pemilihan media secara selektif dan perencanaan kegiatan. Saran sebaiknya unit marketing hotel zamrud tetap melanjutkan bentuk pemilihan media sebagai informasi kegiatan lebih luas lagi melalui media-media di kota Cirebon atau bahkan sewilayah tiga Cirebon untuk mendapatkan rasa simpati masyarakat terhadap kegiatan islami yang dilaksanakan oleh sebuah hotel.

The aims of this study is to determine the Communication Strategy Unit Marketing of Zamrud Hotel Cirebon In Event "pengajian Reboan" In Improving Imagery The Hotel in Society Of Cirebon City. To answer the target audiences research, media selection, message delivery, and the ultimate goal to analyze the research focus of the communication strategy. This study used a qualitative approach with descriptive methods. Informants in this study is five (5) persons. Mechanical election informants in this study using purposive sampling technique. The research data obtained through library research, observation, interviews, documentation and data search online. To test the validity of the data used triangulation, discussions with colleagues, and membercheck. The results of this study indicate that the target is a "pengajian" community activities three regions of cirebon city, then marketing unit to approach the community that is "talim" assembly. Unit marketing select radio and newspaper print media as early as promotional activities teaching activities, then after a long running activities, marketing unit only cooperate with newspaper print media radar Cirebon. In teaching activity, marketing unit does not do promotions during the event because it was evident from the participants who did not receive information about the hotel. Marketing units provide door prizes as a strategy to maintain "pengajian" community activities remain crowded. Communication strategy the Zamrud Hotel marketing unit is done through the target, media, message and the final destination is done by units of marketing. From the results of research, unit marketing know the audience, composing messages, selectively media selection and planning of activities. Suggestions, preferably the Zamrud Hotel marketing unit continued to shape the election media as information activities more widely through the media in the city of Cirebon Cirebon sewilayah or even three to get the sympathy of the community towards Islamic activities carried out by a hotel.

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