Optimalisasi Komunikasi Pemasaran Digital Hotel Tunjungan Surabaya Melalui Instagram Berdasarkan Strategi 4C: Studi Proyek Menggunakan Model ADDIE

Optimizing Hotel Tunjungan Surabaya's Digital Marketing Communication via Instagram Based on the 4Cs Strategy: A Project Study Using the ADDIE Model

Penelitian proyek ini bertujuan mengoptimalkan komunikasi pemasaran Hotel Tunjungan Surabaya melalui media sosial Instagram menggunakan strategi 4Cs (Context, Communication, Collaboration, dan Connection). Latar belakang penelitian didasarkan pada belum optimalnya pengelolaan Instagram hotel yang ditandai dengan rendahnya engagement, ketidakkonsistenan unggahan, kualitas visual konten yang belum seragam, serta minimnya interaksi dengan audiens. Penelitian menggunakan pendekatan Project Based dengan model ADDIE (Analysis, Design, Development, Implementation, Evaluation). Tahap analisis dilakukan melalui observasi, analisis SWOT, penyebaran kuesioner kepada audiens, serta analisis kompetitor. Hasil analisis menjadi dasar dalam perancangan strategi komunikasi pemasaran berbasis 4Cs yang diimplementasikan melalui peningkatan kualitas visual konten, penyusunan kalender konten, kolaborasi dengan content creator, optimalisasi caption, dan pemanfaatan Instagram Ads. Hasil implementasi menunjukkan adanya peningkatan kualitas konten, konsistensi publikasi, jangkauan akun, jumlah tayangan, serta interaksi audiens dibandingkan kondisi awal. Evaluasi juga menunjukkan bahwa strategi 4Cs mampu memperkuat komunikasi pemasaran digital Hotel Tunjungan Surabaya melalui penyajian konten yang lebih relevan, interaktif, kolaboratif, dan mampu membangun hubungan yang lebih baik dengan audiens. Dengan demikian, penerapan model ADDIE dan strategi 4Cs terbukti efektif sebagai pendekatan dalam optimalisasi komunikasi pemasaran hotel melalui media sosial Instagram.

Kata Kunci: Komunikasi Pemasaran, Instagram, Hotel Tunjungan Surabaya, ADDIE, Strategi 4Cs.

This project research aims to optimize the marketing communication of Hotel Tunjungan Surabaya through Instagram social media using the 4Cs strategy (Context, Communication, Collaboration, and Connection). The background of the research is based on the suboptimal management of the hotel's Instagram which is characterized by low engagement, inconsistent uploads, inconsistent visual quality of content, and minimal interaction with the audience. The research uses a Project Based approach with the ADDIE model (Analysis, Design, Development, Implementation, Evaluation). The analysis stage is carried out through observation, SWOT analysis, distributing questionnaires to the audience, and competitor analysis. The results of the analysis become the basis for designing a 4Cs-based marketing communication strategy which is implemented through improving the visual quality of content, preparing a content calendar, collaborating with content creators, optimizing captions, and utilizing Instagram Ads. The implementation results show an increase in content quality, publication consistency, account reach, number of impressions, and audience interaction compared to the initial conditions. The evaluation also shows that the 4Cs strategy is able to strengthen the digital marketing communication of Hotel Tunjungan Surabaya through the presentation of more relevant, interactive, collaborative content, and is able to build better relationships with the audience. Thus, the application of the ADDIE model and 4Cs strategy has proven effective as an approach to optimizing hotel marketing communications through Instagram social media.

Keywords: Marketing Communication, Instagram, Hotel Tunjungan Surabaya, ADDIE, 4Cs Strategy