Semiotika Dalam Pemasaran Digital: Bagaimana Hotel Raffles Jakarta Mengkomunikasikan Kemewahan
Dahlia Ardana Reswari(1*), Berliani Ardha(2),
(1) Universitas Mercu Buana
(2) Universitas Mercu Buana
(*) Corresponding Author
Abstract
Penelitian ini mengeksplorasi efektivitas representasi visual dalam strategi pemasaran digital hotel mewah, dengan fokus pada Hotel Raffles Jakarta. Tujuannya adalah untuk memahami bagaimana elemen visual mempengaruhi persepsi dan keputusan konsumen di sektor perhotelan mewah. Menggunakan pendekatan kualitatif, penelitian ini melaksanakan analisis semiotik terhadap konten visual dari situs web resmi dan platform media sosial Hotel Raffles Jakarta. Metode ini memungkinkan pemeriksaan mendalam tentang bagaimana ikon, indeks, dan simbol diintegrasikan untuk secara efektif mengkomunikasikan kemewahan, eksklusivitas, dan identitas merek.Temuan menunjukkan bahwa Hotel Raffles Jakarta menggunakan tanda visual secara strategis untuk memperkuat branding kemewahannya. Ikon seperti gambar suite mewah langsung mengkomunikasikan kemewahan, sementara indeks seperti foto tamu yang menikmati fasilitas menegaskan kualitas layanan. Simbol, termasuk logo dan slogan hotel, memainkan peran krusial dalam membentuk ekspektasi dan koneksi emosional dengan tamu. Studi ini menunjukkan bahwa strategi representasi visual yang dirancang dengan baik dapat berdampak signifikan terhadap keputusan pemesanan konsumen. Penelitian ini menyimpulkan bahwa semiotika visual adalah alat pemasaran yang kuat dalam industri perhotelan mewah, meningkatkan keterlibatan dan persepsi nilai merek konsumen. Studi ini memberikan kontribusi pada pemahaman yang lebih luas tentang pemasaran dalam industri perhotelan dan menekankan pentingnya mengintegrasikan elemen semiotik dalam strategi pemasaran digital untuk menarik dan mempertahankan klien kelas atas. Penelitian lebih lanjut bisa mengeksplorasi spesifisitas kultural dan geografis dari interpretasi semiotik untuk lebih menyempurnakan pendekatan pemasaran bagi berbagai segmen konsumen. Penelitian ini berkontribusi pada literatur komunikasi pemasaran dengan memperluas aplikasi semiotik dalam pencitraan merek dan menawarkan wawasan praktis untuk mengoptimalkan strategi visual. Implikasinya menunjukkan bahwa hotel mewah dapat memanfaatkan narasi budaya dan estetika digital untuk memperkuat posisi pasar mereka dan menarik wisatawan kaya.
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