{"id":"https://openalex.org/W7141092829","doi":"https://doi.org/10.58344/locus.v5i3.5384","title":"Analisis Strategi Komunikasi Pemasaran Digital dalam Membangun Brand Awareness di Industri Perhotelan (Studi Kasus: Sapa Raja Hotels Group)","display_name":"Analisis Strategi Komunikasi Pemasaran Digital dalam Membangun Brand Awareness di Industri Perhotelan (Studi Kasus: Sapa Raja Hotels Group)","publication_year":2026,"publication_date":"2026-03-27","ids":{"openalex":"https://openalex.org/W7141092829","doi":"https://doi.org/10.58344/locus.v5i3.5384"},"language":"id","primary_location":{"id":"doi:10.58344/locus.v5i3.5384","doi":"https://doi.org/10.58344/locus.v5i3.5384","is_oa":true,"landing_page_url":"https://doi.org/10.58344/locus.v5i3.5384","pdf_url":"https://locus.rivierapublishing.id/index.php/jl/article/download/5384/1586","source":{"id":"https://openalex.org/S4387280736","display_name":"Jurnal Locus Penelitian dan Pengabdian","issn_l":"2829-5439","issn":["2829-5439","2829-7334"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Jurnal Locus Penelitian dan Pengabdian","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://locus.rivierapublishing.id/index.php/jl/article/download/5384/1586","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5011139862","display_name":"Ayu Larasati","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210096641","display_name":"Universitas Esa Unggul","ror":"https://ror.org/00cwwxh37","country_code":"ID","type":"education","lineage":["https://openalex.org/I4210096641"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Ayu Larasati","raw_affiliation_strings":["Universitas Esa Unggul, Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universitas Esa Unggul, Indonesia","institution_ids":["https://openalex.org/I4210096641"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5130728311","display_name":"Nani Cahyani","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4387153898","display_name":"Institut Bisnis dan Informatika Kesatuan","ror":"https://ror.org/02h65ph65","country_code":"ID","type":"education","lineage":["https://openalex.org/I4387153898"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Nani Cahyani","raw_affiliation_strings":["Ibik Kesatuan Bogor, Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Ibik Kesatuan Bogor, Indonesia","institution_ids":["https://openalex.org/I4387153898"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5048024676","display_name":"Febriyantina Istiara","orcid":"https://orcid.org/0000-0002-3160-9797","observed_orcids":["https://orcid.org/0000-0002-3160-9797"]},"institutions":[{"id":"https://openalex.org/I4405262994","display_name":"STKIP PGRI Bandar Lampung","ror":"https://ror.org/0140vpn79","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405262994"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Febriyantina Istiara","raw_affiliation_strings":["STKIP PGRI Bandar Lampung, Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"STKIP PGRI Bandar Lampung, Indonesia","institution_ids":["https://openalex.org/I4405262994"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5130786278","display_name":"Ruruh Aris Setya wibawa","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4405273616","display_name":"Universitas Salakanagara","ror":"https://ror.org/0050kr737","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405273616"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Ruruh Aris Setya wibawa","raw_affiliation_strings":["Universitas Salakanagara, Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universitas Salakanagara, Indonesia","institution_ids":["https://openalex.org/I4405273616"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5130800386","display_name":"Rahayusriasih H","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4405273616","display_name":"Universitas Salakanagara","ror":"https://ror.org/0050kr737","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405273616"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Rahayusriasih H","raw_affiliation_strings":["Universitas Salakanagara, Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universitas Salakanagara, Indonesia","institution_ids":["https://openalex.org/I4405273616"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":4,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":4.083,"has_fulltext":true,"cited_by_count":1,"citation_normalized_percentile":{"value":0.88878219,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":91,"max":95},"biblio":{"volume":"5","issue":"3","first_page":"2031","last_page":"2045"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9735999703407288,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9735999703407288,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.023800000548362732,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.002099999925121665,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/digital-marketing-communication","display_name":"digital marketing communication","score":0.8920000195503235},{"id":"https://openalex.org/keywords/brand-awareness","display_name":"brand awareness","score":0.9980000257492065},{"id":"https://openalex.org/keywords/hotel-industry","display_name":"hotel industry","score":0.7749999761581421},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.9929999709129333},{"id":"https://openalex.org/keywords/instagram","display_name":"Instagram","score":0.6949999928474426},{"id":"https://openalex.org/keywords/facebook","display_name":"Facebook","score":0.8669999837875366},{"id":"https://openalex.org/keywords/visual-narrative","display_name":"visual narrative","score":0.9380000233650208},{"id":"https://openalex.org/keywords/customer-engagement","display_name":"customer engagement","score":0.921999990940094},{"id":"https://openalex.org/keywords/brand-image","display_name":"brand image","score":0.8230000138282776},{"id":"https://openalex.org/keywords/customer-loyalty","display_name":"customer loyalty","score":0.7160000205039978},{"id":"https://openalex.org/keywords/local-culture","display_name":"local culture","score":0.42899999022483826}],"concepts":[{"id":"https://openalex.org/C178550888","wikidata":"https://www.wikidata.org/wiki/Q2043282","display_name":"Business administration","level":1,"score":0.47530001401901245},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.430400013923645},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4050000011920929},{"id":"https://openalex.org/C2992496598","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Marketing communication","level":2,"score":0.3181000053882599},{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.31709998846054077},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.30889999866485596},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.2924000024795532},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.27059999108314514},{"id":"https://openalex.org/C2991716581","wikidata":"https://www.wikidata.org/wiki/Q956129","display_name":"Digital era","level":3,"score":0.2639999985694885},{"id":"https://openalex.org/C17632256","wikidata":"https://www.wikidata.org/wiki/Q1076968","display_name":"Digital media","level":2,"score":0.2556000053882599}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.58344/locus.v5i3.5384","doi":"https://doi.org/10.58344/locus.v5i3.5384","is_oa":true,"landing_page_url":"https://doi.org/10.58344/locus.v5i3.5384","pdf_url":"https://locus.rivierapublishing.id/index.php/jl/article/download/5384/1586","source":{"id":"https://openalex.org/S4387280736","display_name":"Jurnal Locus Penelitian dan Pengabdian","issn_l":"2829-5439","issn":["2829-5439","2829-7334"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Jurnal Locus Penelitian dan Pengabdian","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.58344/locus.v5i3.5384","doi":"https://doi.org/10.58344/locus.v5i3.5384","is_oa":true,"landing_page_url":"https://doi.org/10.58344/locus.v5i3.5384","pdf_url":"https://locus.rivierapublishing.id/index.php/jl/article/download/5384/1586","source":{"id":"https://openalex.org/S4387280736","display_name":"Jurnal Locus Penelitian dan Pengabdian","issn_l":"2829-5439","issn":["2829-5439","2829-7334"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Jurnal Locus Penelitian dan Pengabdian","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7141092829.pdf","grobid_xml":"https://content.openalex.org/works/W7141092829.grobid-xml"},"referenced_works_count":3,"referenced_works":["https://openalex.org/W2132652356","https://openalex.org/W2139128015","https://openalex.org/W2346713234"],"related_works":["https://openalex.org/W4401929391","https://openalex.org/W7220571446","https://openalex.org/W7165626985","https://openalex.org/W7168142102","https://openalex.org/W4389490741","https://openalex.org/W7220557386","https://openalex.org/W7215931891","https://openalex.org/W7221150530","https://openalex.org/W4411295545","https://openalex.org/W7128859218"],"abstract_inverted_index":{"Latar":[0],"belakang:":[1],"Perkembangan":[2],"teknologi":[3],"digital":[4,49,105,121,168,181],"telah":[5],"membawa":[6],"perubahan":[7],"signifikan":[8],"dalam":[9,28,57,189],"dunia":[10],"bisnis,":[11],"termasuk":[12],"di":[13,67,166],"industri":[14],"perhotelan.":[15],"Pemanfaatan":[16],"media":[17,21,126],"digital,":[18],"khususnya":[19],"platform":[20],"sosial,":[22],"menjadi":[23],"salah":[24],"satu":[25],"strategi":[26,46,104,118,178],"utama":[27,158],"komunikasi":[29,47,101,119,179],"pemasaran":[30,48,120,180],"untuk":[31,44,98],"menjangkau":[32],"konsumen":[33],"secara":[34],"lebih":[35],"luas,":[36],"cepat,":[37],"dan":[38,63,88,102,131,152,170,196],"interaktif.":[39],"Tujuan:":[40],"Penelitian":[41],"ini":[42],"bertujuan":[43],"menganalisis":[45],"yang":[50,73,106,122,136,159],"diterapkan":[51],"oleh":[52,182],"Sapa":[53,113,183],"Raja":[54,114,184],"Hotels":[55,115,185],"Group":[56,116,186],"membangun":[58,197],"citra":[59,154,191],"merek":[60,155],"(brand":[61],"image)":[62],"meningkatkan":[64,149,193],"brand":[65,194],"awareness":[66],"era":[68],"digital.":[69,90],"Metode:":[70],"Metode":[71],"penelitian":[72,110],"digunakan":[74],"adalah":[75],"pendekatan":[76],"kualitatif":[77],"deskriptif,":[78],"dengan":[79,146],"teknik":[80,95],"pengumpulan":[81],"data":[82,92],"melalui":[83,124],"wawancara":[84],"mendalam,":[85],"observasi":[86],"partisipatif,":[87],"dokumentasi":[89],"Analisis":[91],"dilakukan":[93],"menggunakan":[94],"analisis":[96],"tematik":[97],"mengidentifikasi":[99],"pola":[100],"efektivitas":[103],"diterapkan.":[107],"Hasil:":[108],"Hasil":[109],"menunjukkan":[111],"bahwa":[112],"menerapkan":[117],"konsisten":[123],"pemanfaatan":[125],"sosial":[127],"seperti":[128],"Instagram,":[129],"Facebook,":[130],"website":[132],"resmi.":[133],"Strategi":[134],"konten":[135],"menonjolkan":[137],"visual":[138],"storytelling,":[139],"nilai":[140],"budaya":[141],"lokal,":[142],"serta":[143],"interaksi":[144],"aktif":[145],"pelanggan":[147],"terbukti":[148,187],"keterlibatan":[150],"(engagement)":[151],"memperkuat":[153,190],"perusahaan.":[156],"Tantangan":[157],"ditemukan":[160],"meliputi":[161],"keterbatasan":[162],"sumber":[163],"daya":[164],"manusia":[165],"bidang":[167],"marketing":[169],"inkonsistensi":[171],"jadwal":[172],"unggahan.":[173],"Kesimpulan:":[174],"Secara":[175],"keseluruhan,":[176],"penerapan":[177],"efektif":[188],"merek,":[192],"awareness,":[195],"loyalitas":[198],"pelanggan.":[199]},"counts_by_year":[{"year":2026,"cited_by_count":1}],"updated_date":"2026-11-10T11:39:43.021295","created_date":"2026-03-28T00:00:00"}