STRATEGI FOOD AND BEVERAGE PROMOTION DALAM UPAYA MENARIK TAMU DI HOTEL GRAND ASTON YOGYAKARTA

Abstract

Abstrak
Penelitian ini bertujuan untuk mengetahui: (1) bentuk-bentuk strategi Food and Beverage
Promotion Hotel Grand Aston Yogyakarta dalam upaya menarik tamu hotel, (2) tingkat keberhasilan
dari strategi Food and Beverage Promotion Hotel Grand Aston Yogyakarta dalam upaya menarik tamu
hotel. Penelitian ini merupakan penelitian deskriptif kualitatif. Populasi dalam penelitian ini adalah
tamu yang pernah mencoba produk atau promosi Food and Beverage Hotel Grand Aston Yogyakarta
minimal satu kali dan diambil sebagai sampel sebanyak 30 orang. Teknik pengumpulan data yang
digunakan adalah observasi, wawancara, angket dan dokumentasi. Hasil penelitian: (1)Strategi Food
and Beverage Promotion Hotel Grand Aston Yogyakarta sejalan dengan teori bauran promosi Philip
Kotler, yaitu Advertising, Personal Selling, Publicity, Direct Marketing¸dan Sales Promotion; (2)Strategi Food and Beverage yang dilakukan Hotel Grand Aston Yogyakarta cukup efektif dan
mendapatkan respon positif dari tamu. Promosi RANGGA merupakan salah satu strategi promosi yang
paling berhasil.
Kata Kunci: Food and Beverage Promotion, dan Hotel Grand Aston Yogyakarta

Abstract
This research aims to determine: (1)the strategies of Food and Beverage Promotion of Grand
Aston Hotel Yogyakarta in an effort to attract hotel guests, (2) the success rate of Food and Beverage
Promotion of Grand Aston Hotel Yogyakarta strategy in an effort to attract hotel guests. This research
was descriptive qualitative. The Population of this research was a guest who had used Hotel Grand
Aston Yogyakarta food and beverage’s facility at least once and taken as a sample of 30 guest. Data
collection techniques used observation, interviews, questionnaires, and documentation. The results of
this research: (1) The Strategy of Food and Beverage Promotion of Grand Aston Hotel Yogyakarta is
in line with promotion mix theory according to Philip Kotler, that is Advertising, Personal Selling,
Publicity, Direct Marketing, and Sales Promotion; (2)Food and Beverage Strategy conducted by
Grand Aston Hotel Yogyakarta quite effective and get positive response from guest. The promotion of
RANGGA is one of the most successful promotional strategies.
Keywords: Food and Beverage Promotion, and Grand Aston Hotel Yogyakarta