DANANG MA’RUF ABIDIN Primary Author Sarbini Additional Author mixed material bibliography 2025 Bahasa Indonesia

KOMUNIKASI DAN PENYIARAN ISLAM

90 hlm, 30 cm ABSTRAK DANANG MA’RUF ABIDIN. NIM 211211043. Cyber branding The Sunan Hotel Solo dalam Meningkatkan Citra Sebagai Hotel MICE melalui Media sosial Instagram. Skripsi. Program Studi Komunikasi Dan Penyiaran Islam Fakultas Ushuluddin dan Dakwah. Universitas Islam Negeri Raden Mas Said Surakarta. 2025. Dalam era digital, media sosial menjadi sarana komunikasi yang strategis dalam membentuk persepsi publik, termasuk dalam industri perhotelan yang kompetitif. The Sunan Hotel Solo sebagai salah satu hotel berbintang empat di Kota Solo memanfaatkan Instagram untuk membangun citra sebagai hotel berorientasi MICE (Meeting, Incentive, Convention, and Exhibition). Kurangnya optimalisasi interaksi di media sosial menjadi latar belakang penelitian ini, yang berfokus pada strategi cyber branding hotel tersebut untuk memperkuat citra sebagai “Leading MICE in Central Java & Yogyakarta”. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data melalui wawancara mendalam, observasi langsung terhadap akun Instagram @thesunanhotel, serta dokumentasi. Teori yang digunakan adalah konsep “3I” dari Deirdre Breakenridge (Information, Interactivity, Instinct) sebagai kerangka analisis strategi cyber branding. Hasil penelitian menunjukkan bahwa The Sunan Hotel Solo secara konsisten memanfaatkan konten visual seperti reels, highlights, live session, dan feed untuk menyampaikan informasi, membangun komunikasi dua arah, dan menampilkan diferensiasi citra sebagai hotel MICE terkemuka. Melalui strategi cyber branding yang terarah, departemen Public Relations berhasil memperkuat posisi The Sunan Hotel Solo di pasar MICE Kota Solo sekaligus memperluas jangkauan audiens secara digital. Kata Kunci: Cyber branding, Media Sosial, MICE, Citra. ABSTRACT DANANG MA’RUF ABIDIN. NIM 211211043. Cyber Branding of The Sunan Hotel Solo in Enhancing Its Image as a MICE Hotel through Social Media Instagram. Thesis. Study Program of Islamic Communication and Broadcasting, Faculty of Ushuluddin and Dakwah, State Islamic University of Raden Mas Said Surakarta. 2025. In the digital era, social media has become a strategic communication tool in shaping public perception, including within the competitive hospitality industry. The Sunan Hotel Solo, as one of the four-star hotels in the city of Solo, utilizes Instagram to build its image as a MICE-oriented hotel (Meeting, Incentive, Convention, and Exhibition). The lack of optimal interaction on social media forms the background of this research, which focuses on the hotel’s cyber branding strategy to strengthen its image as the "Leading MICE in Central Java & Yogyakarta." This study employs a descriptive qualitative approach, with data collection techniques including in-depth interviews, direct observation of the Instagram account @thesunanhotel, and documentation. The theoretical framework applied is Deirdre Breakenridge’s “3I” concept (Information, Interactivity, Instinct) as an analytical tool for evaluating cyber branding strategies. The findings indicate that The Sunan Hotel Solo consistently utilizes visual content such as reels, highlights, live sessions, and feed posts to convey information, establish two-way communication, and showcase its differentiated image as a leading MICE hotel. Through well-directed cyber branding strategies, the Public Relations department has successfully strengthened The Sunan Hotel Solo’s position in the Solo MICE market while expanding its audience reach digitally. Keywords: Cyber branding, Social Media, MICE, Image. DANANG MA’RUF ABIDIN NONE Perpustakaan Fakultas Ushuluddin & Dakwah Open Source Library Management System 2x7.5 ABI SK202540086.1 PERPUSTAKAAN FAKULTAS USHULUDDIN DAN DAKWAH (2x7. 5) 2x7.5 ABI c c.1 ABSTRAK HALAMAN JUDUL BAB 1 BAB 5 LAMPIRAN DAFTAR PUSTAKA Cover_211211043.jpg.jpg 13338 2026-04-29 13:31:20 2026-04-29 13:31:20 machine generated