INTEGRATED MARKETING COMMUNICATION IN VERTUE HOTEL
Keywords:
IMC, Brand Image, Hotel Vertu Harmoni Jakarta, Organizational information theoryAbstract
This research analyzes the implementation of Integrated Marketing Communication (IMC) at Hotel Vertu Harmoni Jakarta, which plays an important role in supporting its brand image as a premium business hotel amidst intense competition. Using a descriptive qualitative approach with a case study method, this research is based on Kotler and Keller's IMC concept, Karl Weick's organizational information theory, and the macro communication model. The results show that the hotel successfully combines all eight IMC elements, including advertising, sales promotion, public relations, social media marketing, and personal selling, which are implemented effectively. Social media became the primary tool for communicating with the target audience through interesting content that increased engagement and strengthened the hotel's image. Consistency of messages across various media is maintained with integrated collaboration between the marketing team and other departments, which is key to an effective strategy in supporting and strengthening the brand image of Hotel Vertu Harmoni Jakarta.References
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