Bauran Promosi Fasilitas Hotel Conventions Center (Studi Kasus pada Divisi Pemasaran Hotel HARRIS & Conventions Festival Citylink Bandung)

Abstract. HARRIS Hotel & Conventions Festival Citylink Bandung promotes its Convention Center with a capacity of 4,000 people through attractive bundling packages and social media activities that highlight its superior facilities while building trust through long-term cooperation with major clients. This study aims to explore the promotional mix implemented by the Marketing Division of HARRIS Hotel & Conventions Festival Citylink Bandung in marketing the convention hall facilities. The study uses a qualitative approach with a descriptive method. It also identifies the application of the trust concept in the promotional strategies employed by the hotel, which contributes to increased customer satisfaction and loyalty. The results of this study show that the marketing strategy for the convention hall at HARRIS Hotel & Conventions Festival Citylink Bandung combines structured digital marketing with organic content such as feeds, reels, and highlight stories; paid advertising via Meta Ads; visual designs aligned with brand guidelines; as well as strategic use of hashtags and interactive Instagram features to persuasively and personally reach the target audience aged 25–35 through Direct Messages. Sales promotions are conducted by offering flexible and negotiable special rates, bundling meeting rooms with rooms or F&B facilities, and utilizing professional Instagram feeds, collaborations with influencers, and targeted paid ads to effectively expand market reach. Instagram management is consistently carried out by the internal digital marketing team through flexible content planning, promotion rate setting based on the event calendar, professional visuals, daily interactive Instastories, and routine evaluations based on insights to ensure campaign effectiveness and responsive sales conversion improvements. The trust concept also serves as an important foundation through the display of customer testimonials, event documentation, and transparent and honest delivery of promotional information. Abstrak. HARRIS Hotel & Conventions Festival Citylink Bandung mempromosikan Convention Center berkapasitas 4.000 orang dengan paket bundling menarik dan aktivitas media sosial yang menonjolkan fasilitas unggulan serta membangun kepercayaan melalui kerja sama jangka panjang dengan klien besar. Penelitian ini bertujuan untuk mengeksplorasi bauran promosi yang diterapkan oleh Divisi Pemasaran Hotel HARRIS & Conventions Festival Citylink Bandung dalam memasarkan fasilitas ruang konvensi. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Penelitian ini juga mengidentifikasi penerapan konsep kepercayaan dalam strategi promosi yang diterapkan oleh hotel, yang berkontribusi pada peningkatan kepuasan dan loyalitas pelanggan. Hasil penelitian ini Strategi pemasaran ruang konvensi Hotel HARRIS & Conventions Festival Citylink Bandung menggabungkan pemasaran digital terstruktur dengan konten organik seperti feed, reels, dan highlight stories, iklan berbayar melalui Meta Ads, desain visual sesuai brand guideline, serta penggunaan hashtag strategis dan fitur interaktif Instagram untuk menjangkau audiens usia 25–35 tahun secara persuasif dan personal melalui Direct Message. Promosi penjualan dilakukan dengan menawarkan special rate fleksibel dan dapat dinegosiasikan, bundling ruang meeting dengan kamar atau fasilitas F&B, serta memanfaatkan feed Instagram profesional, kolaborasi dengan influencer, dan iklan berbayar yang terfokus pada target pasar tersebut untuk memperluas jangkauan secara efektif. Pengelolaan Instagram dilakukan konsisten oleh tim digital marketing internal dengan perencanaan konten yang fleksibel, penetapan rate promosi berdasarkan kalender event, visual profesional, Instastory interaktif harian, serta evaluasi rutin berbasis insight untuk memastikan efektivitas kampanye dan peningkatan konversi penjualan secara responsif. Konsep kepercayaan juga menjadi landasan penting melalui penampilan testimoni pelanggan, dokumentasi acara, dan penyampaian informasi promosi yang transparan dan jujur.