Email this article 
Strategi Rebranding Riche Heritage Hotel Malang melalui Instagram @hotelriche
Abstract
Hotels are one of the considerations for visitors to a city. Riche Hotel is one of the hotels in Malang City which was awarded a cultural heritage building by the Malang City Government. This research uses a qualitative approach, with descriptive research methods. The data collection and analysis technique uses the concept of source triangulation, namely by conducting interviews with 3 informants from Riche Hotel Malang. This research aims to explain the rebranding strategy carried out by Riche Hotel Malang via Instagram. The research results show that Riche Hotel Malang carried out 4 stages of rebranding, namely repositioning by introducing Hotel Riche Malang as a contemporary, family-friendly and strategic hotel. Then at the renaming stage there were no changes, as well as redesigning the shape of the rooms, and relaunching by holding a launching event for the new style of Hotel Riche Malang and collaborating with local influencers in Malang City.
Keywords: Rebranding, Social Media, Instagram.
Keywords
Full Text:
PDFReferences
Akifah, A., Alfiyaty, R., & Monica, N. S. (2021). Rebranding Pariwisata Kabupaten Poso Pasca Konflik Sosial Rebranding of Poso Regency Tourism After Social Conflict. Jurnal Penelitian Komunikasi Dan Opini Publik, 3(1), 31–45. www.dinaspariwisata.posokab.go.id
Albet, P., & Indra Dewi, S. (2019). Strategi Branding Dinas Kebudayaan dan Pariwisata Kota Malang dalam Membentuk Image Sebagai Kota Pariwisata. Jurnal Komunikasi Nusantara, 1(2), 99–107. https://doi.org/10.33366/jkn.v1i2.27
Andirani, F., & Anandita, C. (2019). Rebranding Sofyan Hotel Cut Meutia Dalam Meningkatkan Citra. Jurnal Pustaka Komunikasi, 02(1), 98–102. https://doi.org/https://doi.org/10.32509/pustakom.v2i1.876
Asep Sugiarto, & Febby Alpionita. (2019). Rebranding LPP TVRI Melalui Logo Baru. Communicology: Jurnal Ilmu Komunikasi, 7(2), 205–221. https://doi.org/10.21009/communicology.012.07
Fahmi, M. H., Setiyaningsih, L. A., & Lailiyah, M. (2023). CONVEY MESSAGE DISTORTION: A SYNCHRONOUS AND ASYNCHRONOUS APPROACH TO EFFECTIVE AVIATION COMMUNICATION SERVICES. Jurnal Nomosleca, 9(1).
Hotel Riche. (2021). Riche Heritage Hotel. Hotel Riche. https://www.hotelriche.co/
Kurniawan, R., & Setiyaningsih, L. A. (2023). The Development of Halal Tourism Destinations Model Based on Art Culture Performers of Sapi Sonok Madura in Pamekasan Regency. Profetik: Jurnal Komunikasi, 16(2), 400-418.
Lestari, A., Purnomo, P., Mahdalena, V., & Sevilla, V. (2022). Jurnal Ilmu Komunikasi STRATEGI REBRANDING CITRA KOPERASI MELALUI INSTAGRAM @kemenkopukm. 12(2).
Lexy J. Moleong. (2017). Metodologi Penelitian Kualitatif. PT Remaja Rosdakarya.
Miles, M. B., & H. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Poth, J. W. C. & C. N. (2016). Qualitative Inquiry & Research Design (M. Markanich (ed.); Fourth Edi). SAGE Publications.
Pratchett, L. (2007). Qualitative Inquiry & Research Design. In Sage Publications. SAGE Publications. https://doi.org/10.1111/1467-9299.00177
Reportal, D. (2022). Digital 2022: Refrensi Media Sosial. Data Reportal. https://datareportal.com/reports/digital-2022-social-media-referrals
Rochmani, D., & Sumarah, N. (2021). Rebranding Implementation Dari Perumahan Istana Candi Mas Regency Menjadi Citra Cemerlang Residence Sebagai Model Public Relations. RELASI: Jurnal Penelitian Komunikasi, 01(02), 6. https://www.aksiologi.org/index.php/relasi/article/view/269/159
Tracy, Saraj J. (2020). Qualitative Research Methods. In John Wiley & Sons (Ed.), John Wiley & Sons (Second Edi). John Wiley & Sons, Inc. http://www.wiley.com/go/tracy2e
Setiyaningsih, L. A., Molyo, P. D., & Sulfani, S. (2023). The Exploitation of Women in Marketing Communications: Strategies for Beginner Entrepreneurs in Gender Literacy Social Media Brand. Dialektika: Jurnal Ekonomi dan Ilmu Sosial, 8(2), 202-215.
Spenkelink, A., Westerlaken, R., & Suleri, J. (2022). Exploring the impact of rebranding on stakeholders: a case study of Hotel Management School NHL Stenden. Research in Hospitality Management, 12(1), 71–79. https://doi.org/10.1080/22243534.2022.2080939
Tarnovskaya, V., & Biedenbach, G. (2018). Corporate rebranding failure and brand meanings in the digital environment. Marketing Intelligence and Planning, 36(4), 455–469. https://doi.org/10.1108/MIP-09-2017-0192
Vernanda, R. A. (2023). Strategi Rebranding SMA Trimurti Surabaya Dalam Meningkatkan Citra Melalui Media Instagram. Nusantara;Jurnal Ilmu Pengetahuan Sosial, 10(3), 1377–1383. http://jurnal.um-tapsel.ac.id/index.php/nusantara/index
Worlu, O., & Ahmad, R. (2019). Does Rebranding As Name Change Rebuild Or Destroy Brand Equity ( Customer Does Rebranding As Name Change Rebuild Or Destroy Brand Equity ( Customer Loyalty And Brand Reputation ) After Brand Crisis ?: The Case Of Malaysian Airline System ( MAS ). Journal of Technology Management and Business, 6(2), 11–22. https://doi.org/10.30880/jtmb.2019.06.02.002
Zahid, S., & Raja, M. N. S. (2014). Effect of Rebranding and Repositioning On Brand Equity Considering Brand Loyalty as a Mediating Variable. IOSR Journal of Business and Management, 16(1), 58–63. https://doi.org/10.9790/487x-16175863
DOI: https://doi.org/10.26905/nomosleca.v10i1.12251
Refbacks
- There are currently no refbacks.
Editorial Office
Jurnal Nomosleca
Faculty of Social and Political Science University of Merdeka Malang
© 2020 {Jurnal Nomosleca}, All rights reserved. This is an open-access article distributed under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License. Licensed under |
