293

THE INDONESIAN JOURNAL OF

BUSINESS ADMINISTRATION
Vol. 2, No. 3, 2013:293-306

MARKETINGSTRATEGYOFNARAPATIINDAHSYARIAHHOTEL&
CONVENTION

GariNurahmanandMustikaSufiatiPurwanegara
SchoolofBusinessandManagement
InstitutTeknologiBandung,Indonesia
gaibiz@gmail.com

AbstractIn1992,theformationofMuamalatBankasthefirstbankthatbasedonsyariahinIndonesiaisthe
starting point of growth and development of syariah economic paradigm factually in Indonesia. So did in the
global capital markets, the Western views this as one ethycal invesment or business of ordinary course, who
enchase commercial values of a business with certain values. Meanwhile, the hospitality business as business
engaged in accommodation services are maintained commercially is basically one other businesses, clean.
However, because the tendencies of hedonistic desire, there were a lot of person of hotel business who
shiftingtothepracticethatcontradictingtothegovernmentalregulations,andfromreligiousside,itbecomes
an immoral value. Regardless of all phenomenas, Ahmad Gemma Nurrahman as a General Manager of
NarapatiHotel,motivatedbyhisdesiretomakehishotelasafirsthotelthatapplyingsyariahvalues,attheend
of 2011 proposed an idea to convert the system and mechanism of his hotel management into the hotel that
applying the syariah values. Until the end of 2011, the occupancy level of Narapati Indah Hotel & Convention
average reached 62 %. But if it is compared in 2008 which reached 62.29 %, it means a significant decline. In
2012,afterapplyingthelabelandvaluesofSyariahbeginningfromthenametoallactivitiesimplemented,so
thepointwillhasanimpactonthelossofpotentialcustomersinthesideandtheemergenceofpotentialonthe
otherhand.Thecurrentquestionis,howtoincreaseofNarapatiIndahHotel&Conventionoccupancewiththe
customers who have morrality? Unclear STP make lack of differentiation. With no differentiation make the
awareness became low, thats the main reasons why Narapati Indah Syariah Hotel & Convention have a low
occupancylevel, besideofhighlyindustrialcompetitionisalsobecametheotherreason.Themainthingtobe
done is to improve Occupancy Rate as desired by management of Narapati syariah Hotel & Convention is do
proper marketing communication to build awareness of syariah hotel, defined new STP for syariah hotel, and
reinforce the marketing effort in marketing mix, especially product, process, physical evidence and also
Promotion.

Keywords:Syariahhotel,lowoccupancy,UnclearSTP,Islamichotel


1. Introduction

The formation of Bank Muamalat in 1992 as as the first bank that based on syariah in Indonesia is
the starting point of growth and development of syariah economic paradigm factually in this
country.Thiswentonwiththescopeofitsderivativesdevelopmentintheformofinsurancesyariah,
Syariah Obligation, Reksadana Syariah, Syariah Pawning, Syariah Television Program, and so on.
Likewiseintheglobalcapitalmarket,theWesternviewsthisasoneethycalinvesmentorbusinessof
ordinarycourse,whoenchasecommercialvaluesofabusinesswithcertainvalues.Similarlywiththe
economicandsyariahbusinessparadigmarethepoliciesandprincipleswhichfurnishthepracticeof
businessandeconomyingeneral.

Meanwhile,thehospitalitybusinessasbusinessengagedinaccommodationservicesaremaintained
commercially, with fulfilled the provisions and the requirements as stipulated in a government that
apply, the regulations is basically one other businesses, clean. Even if only implicitly hotel
management obligated to ban things or actions that would violate decency and criminal acts in
general. However, because the tendencies of hedonistic desire, then the good provisions are
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294
neglectedbytheimplementingpersonofhotelbusiness,shiftingtothepracticethatcontradicting
tothegovernmentalregulations,andfromreligiousside,itbecomesanimmoralvalue.

This bad image of the hospitality business had long been ingrained within society, that it demands
hospitality managersto locateanddeveloping a newidea intheconductofthehospitalitybusiness
so as not to lose visitors. Likewise Narapati Indah Syariah Hotel & Convention, previously called
NarapatiIndahHotel&Convention,keeptryingtoreachattractivenessanddefenditscustomersto
usecontinuouslyitshotelservice.

Regardlessofallsocialphenomenapertainingtoimageretreivalhospitalitythatdevelopsinsociety,
Ahmad Gemma Nurrahman, General Manager of Narapati Hotel, motivated by his desire to apply
Islamicwayinallhisactivity,hewantedtomakehishotelasafirsthotelthatapplyingsyariahvalues
initsimplementation,intheendof2011proposedanideatoconvertthesystemandmechanismof
hishotelmanagementintothehotelthatapplyingthesyariahvalues.Theideahasbeenrevealedin
themanagementmeetingthathasbeeneventuallyacceptedaswell.Finally,ithasbeencarriedouta
change to the hotel vision that is certainly followed by the various other changes beginning from
management, finance, human relationship, even supplier, and all activities of the hotel business
managementbasedonthecriteriaofIslamicsyariat.

Indeedithasbeenrecognized,insofar,thestandardofhotelsyariahisnotyetexist,anditisalso
not yet made by the institutions of Islamic affairs being in Indonesia, such as MUI, Department of
Religious Affairs, as well as by Islamic mass organizations. However, in fact it is also not difficult to
maketheprovisionsofhotelbusinessaccordingtothenormsofsyariah.Becausebasically,thehotel
businessisthevaluesofsomanyeffortspotentiallyconductedbyman,andinthenormsofsyariah,
itisstillallowed,aslongasthereisnoargumentation(nash)prohibitingitexplicitly.Accordingtothe
norms state that: Original law in muamalah is possible, as long as there is no argumentation
prohibitingit.

Figure1.1.TheAverageofRoomOccupancyLevelofNarapatiIndahHotel&ConventionYear20072011
*)TemporaryDataBPSofWestJava,JanuaryJune2012
Source:ProcessedfromDataTPKHotel,PHRIWestJavaandBPSWestJava2012

Even,ascomparedwiththeaverageoccupancyin2007attaining78,67%,ithasbeenseenthatthere
isaverylargedecrease.ThisrealitybecomesaproblembeingfacedbythemanagementofNarapati
IndahHotel&Conventionintheimplementationofitsbusiness.Theotherproblemiszeroretention
ratesin2012.NarapatiIndahSyariahHotel&Conventionhaveamemberprogramforthecustomer.
Thenumberofthememberuntil2011is176andtherewasnoadditionuntilNovember2012.That
reflects there was no retention guest. The retention guest will be accepted as a member
automatically when they came at the second time. Until the end of 2011, the occupancy level of
Narapati Indah Hotel & Convention average reached 62 %. But if it is compared in 2008 which
reached 62.29 %, it means a significant decline. In 2012, after applying the label and values of
Syariahbeginning from thenametoall activities implemented,sothepointwill has an impacton
the loss of potential customers in the side and the emergence of potential on the other hand. The
0
20
40
60
80
100
2007 2008 2009 2010 2011 2012*)
The average occupancy
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295
current question is, how to increase of Narapati Indah Hotel & Convention occupance with the
customerswhohavemorrality?

2.BusinessIssueofExploration

A. ConceptualFramework

By applied the label syariah in the hotel business development will certainly change the public
view, especially prospective visitors, and it will directly has an effect on the visit level of the hotel.
ThisbecomesaseparatedchallengeforthemanagersofNarapatiIndahSyariahHotel&Convention
tocreatetheattractivenessforprospectivevisitors.So,inthispointthemarketingsystembecomesa
mainattentiontorealizetheobjectiveofthisbusinessdevelopment.Asproposedpreviouslythatthe
marketinginafirmyieldsthecustomerssatisfactionaswellasconsumerswelfareinlongtermasa
key to obtain a profit. The concept has revealed of Kotler opinion (2000:8) that, Individual and
obtain what they need and want through creating, offering and freely exchanging product and
servicesocialofvaluewithothers.

Figure2.1.TheFrameworkofNarapatiIndahSyariahHotel&ConventionMarketingAnalysis

This is applicable to a service firm or nonservice industry. Although there is the similarity of the
objective in the two types of industries, it is required a different marketing strategy for each
industrialtype.Thedifferenceofthestrategyisinfluencedbythecharacteristicsdifferentiatedofthe
products type yielded. In packaging the marketing system to introduce and provide a positive
perceptionaboutthechangesofthenameandlabelofNarapatiIndahSyariahHotel&Conventionit
hasbeenshowedinthediagraminthefigure2.1.

Thevariousconsiderationshavebeenconductedbeginningfromtheprocessesofsegmentationand
targeting as well as positioning to the market condition; considerations to the politic, economic,
sociocultural conditions, the applications of technology, and governmental policies or laws and
regulations; as well as analysis of marketing mix that in this respect was viewed as a collection of
tools marketing tactical restrained coupled company to produce a response it wants in the market
target.

B. Situationalanalysis
1. AnalysisExternal
Politic
Political stability is one value of determinant factor for the growth and development of industrial
activities. The various forms of the directional change of governmental politic will has always an
impactonthelifesituationandactivitiesofthesociety,moreoverifitisaccompaniedbythepolitical
policy contradicting to the societys wants. This can trigger the occurrence of the various negative
reactionsthatwilleventuallyleadtothedisturbancesofthesecurity.
Product Marketing
Narapati Indah Syariah Hotel &
C ti
STP
Segmentation
Targeting
Positioning
5C
Company
Customer
Climate
(PESTEL)
Collaborator
&
Competitor
Marketing
MIX
Product
Price
Place
Promotion
Physical Evidence
People
Process
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296
Political situation in Bandung nowadays is still conducive, but in a couple years to come it will be
affectedbythenationalandlocalelection.Buttheconditionstillpositive.
Economic
Aftersurvivefromtheeconomiccrisis2008,Indonesiahaveaverygoodeconomicdevelopment.But
manycountriesintheworldthatstruckbythecrisis,soitwillbeaffectingtothetourism.Indonesia
still can rely on domestic tourist and also several international tourist that not affected by the
economiccrisis.Ineconomicview,BandungisonecitythatsupportingJakartaasthecapitalcity.The
existence of toll road makes Jakarta and Bandung became closer, so it will be both it will be
advantage or maybe became disadvantage. Advantage because tourist from Jakarta will be easily
cometoBandungsotheywillcomemorefrequentandcamewithbignumber.Butthedisadvantage
is,theydidnthavetostayovernightiftheydidntneedto.Sohotelindustrieswilllosstheirpotential
customer.
Sociocultural
Bandung,asalargecitylocatedatahighlandinWestJavaandroundedbyseriesofmountains,isa
potential area in creating attractiveness for the people. The cool and fresh natural condition makes
thiscityasacityfornaturaltouristdestination,minimallybecomesaholidaylocation(weekend)for
the citys people at around. Meanwhile, the development of art and culture that is continuously
improved makes Bandung city as the centers of the development of Pasundans artculture that is
currentlymadeaslargesttouristpotency.Inadditiontotraditionalartculture,currentlyBandungis
also known as a fashion and culinary tourist city becoming a separated attractiveness in the tourist
world. This fact is utilized by Narapati Indah Syariah Hotel & Convention to develop its hotel
business.

The increased tourist visit Bandung, both MICE and other tourist forms, has indeed been able to
enhance the number of the hotel guest visits in Bandung city. However, on the other hand, the
societys culture specially the West Javas society generally believingIslamic region still many give a
negativeimagetothishotelbusinessworld.Itbecomesaseparatedchallengeforthemanagement
ofNarapatiIndahSyariahHotel&Conventiontoorderandmanageitshotelwithoutcontradictingto
thenrmsofsociety.Byapplyingthelabelsyariahmanagement,themanagementofNarapatiIndah
Syariah Hotel & Convention continuously attempts to reach the societys positive image to its
business.
Technology
In any effort for the industrial development, technology becomes a main supporting element in
facilitate its implementation. Likewise in the development of hotel industry being an industry
supporting the tourist sector. The enhancement of transportation and communication technology
suchasthedevelopmentandutilityoftouristtransportationfacilitiesaswellastechnologyoftourist
areasinformationanditsaccommodationstronglysupportsthefulfillmentoftouristsneed.

In addition, there were many tourist travel bureaus equipping their tourist vehicle fleet with GPS
(Global Positioning Systems) technology or entertainment vehicles. All those are conducted to
provide the easiness of tourists need fulfillment, so that they will be increasingly interested in
visiting the area. By continuously improving the easiness of the tourist facilities that can encourage
increasing the number of tourists visiting Bandung becomes one market potential value for the
developmentofhotelbusinesswhoseoneisNarapatiIndahHotel&Convention.
Ecological
Modern tourism will always be connecting to the environment, west java have many natural
ecosystem and resources that will be attract tourism. Bandung as the main city of west java has
many advantages for the tourist, especially for the newbie. They can easily choose either they can
stay in the city or traveling to the city near Bandung that have many natural attraction. Narapati
IndahSyariahHotel&Conventioncandevelopthisopportunitytobecomeadvantagesofthehotel.
Legal(GovernmentPolicy)
Any societys activities of a country will not certainly be separated from its dependence on the
concerned countrys governmental policy. Likewise similarly with the implementation of hotel
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Fromthefigureaboveshowthatthereareanhighincreaseinthenumberofnewhotelsin2011.It
showsthatthethreatofnewentrantsisveryhigh.Therewasnosuchashighbarriertotheindustry,
thepermissionfromthegovernmentwaseasytoachieve,alsothereareafacilitationtohaveacredit
fromthebankforthiskindofindustry.
ThreatofSubstituteProduct
TherearealotofsubstituteproductsofhotelsinBandung,especiallyinthenorthBandungandnear
thetourism location.Thereareverycommonplace tostayin northBandungsuchasVilla,orGuest
House. The threat of substitute product of hotel in Bandung is very high, because there are many
optiontochoosetostay,Vila,GuestHouse,dailyApartment,andalsodailyroomatkosthouse.
BargainingPowerofSupplier
The suppliershavebigpartinthe successofthis industry.Hotelindustryisonlyanaccommodation
partoftourismindustry.Suppliersinthiscaseare:
1. Travel,Airport,Train,etc.thatsupporttheTransportation.
2. Banksupportingthefinancial,and
3. Attraction.
As a supporting industry intheother industry, hotel is required to providetheneeds of the tourist.
So if the Tourism or economic not providing good climate to the hotel industry so, hotel will be
finish.Otherwiseifthetourismandeconomicdevelopwell,itwillbepositiveinfluencetothehotel
industry. Luckily hotel industries in Bandung have much option they can choose of supplier, many
options of transportations, banks, and also attractions that will support the industry. So the
bargainingpowerofsuppliercanbecategorizedmedium.
BargainingPowerofBuyers
Many option of hotels and it substitute make buyers have big option, so it will harmful to hotel
industry. high bargaining power of buyer in hotelindustry in Bandung reflect from the competition.
pricewarbegantostart.Notonlythehotelintheircategorybecametheoptionofthecustomer,but
othergradealsobecame anoption,Vila,GuestHouse,dailyApartment,andalsodailyroomatkost
housealsocanbeanoption.
CompetitiveRivalry
High threat of both new entrant and also substitute product make competitive rivalry so intense,
high bargaining power from supplier and buyer make everything worst. Competition between one
and another hotel in Bandung is so high. The entry of several international brand to the industry
make the competition became higher. Budget hotel also make non star grade became more
competitive and some time it happen a price war when several big brand make promotion or
initiate a budget hotel. This phenomenon makes unfair competition and the traditional or
conventionalhotelcannotsurviveinthebusiness.
3. Company
Segmentation
The market segmentation is an attempt to divide the market into certain groups having different
needsandwantsaswellasfeaturesandcharacteristicseachother.Inthehotelbusinessworld,the
marketintendedispersonbecomingvisitororhotelguestwithareasondoingatravel(thereasons
of travel) or motivation in doing a travel such as MICE (meeting, incentive, convention, exhibition),
business travel, business tourists, holidaymakers, vacation leisure, pleasure tourists, group tours, or
sport participants. By regarding the market segment, Narapati Indah Syariah Hotel & Convention
beinginthecenterofBandungcityasametropolitancityandatatimeasabusinessandtouristcity,
indeeditisnotpointedtoreachandserveallmarketsegments,becausenotallmarketsegmentscan
bemastered(undifferentiatedmarket).

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Table2.1.Segmentation

Demographic Place Jakarta,WestJava

andBanten
Age 25to54yearsold
Behavioral FreeIndependent
Traveler(Tourist),
travel,EO,
Corporateand
government
Source:NarapatiIndahSyariahHotel&Convention

Targeting
In line with the development and growth of Bandung city that is continuously increased in the
economicandeducationalactivities,theneedfortheplacesforimplementingthemeetingactivities
are also increased. This is regarded by the management of Narapati Indah Syariah Hotel &
Convention in developing the hotel service. Markets targeted in this case are governmental and
educational institutions that are currently often implementing the activities of convention,
conference, or seminar and training (workshop). In so far, this market target can afford to occupy
NarapatiIndahSyariahHotel&Conventionat20%,andplannedwillbeincreasedupto40%.

Table2.2.TargetMarket

No. Group
Theaveragenumber(%)
2011 2012
1.
FIT,travel,EO,and
Corporate
80 60
2.
Governmentaland
educationalinstitutions
20 40
Total 100 100
Source:NarapatiIndahSyariahHotel&Convention,2011

By regarding the focus of the managements attention on the market, it seems that Narapati Indah
Syariah Hotel & Convention since early 2012 established the enhancement of market target in the
group of governmental and educational institutions. Narapati Indah Syariah Hotel & Convention
didnt have any clear target moreover the positioning. So the communication that they conduct in
severalyearsbeforehassolittleaffecttothecustomer.

4. Customers
Asanindustrybeingactiveintheareaofhotelservicebusinesssuchashotelaffairs,theinterestof
consumerstouseitsserviceisoneaspectthatisverydeterminantfortheprogressofthebusiness.
Associatedwiththeconsumersasprospectivehotelguests,manythingsthatarealwaysconsidered
when they will select an hotel or inn, both in the facet of reach distance with the location of
destination,price,pleasure,service,andalsomanner/norm.

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C. MarketingMixAnalysis(7P)
1. Product
CoreProduct
In the implementation of hotel business, Narapati Indah Syariah Hotel & Convention has main
productofferedtoitscustomersintheformof60hotelroomunitsdividedintoseventypesofroom
(SuperiorDouble,SuperiorTwin,Deluxe,NarapatiSuite,Family,Driver,ExtraBed)equippedwithTV
cable,airconditioner,hot&coldwater,privateterrace,freehotspot,breakfast,andwelcomedrink,
as well as Meeting Hall at the capacity of 700 persons with the facilities of air conditioner, free
hotspot, screen, projector, white board, podium, sound system, lighting, chairs and table banquets
chairsandtables.
FacilitatingProduct
ServiceproductsofferedbyNarapatiIndahSyariahHotel&Conventionasitsfacilitatingproductsare
amongofthemintheformsoflaundry,carrental&tour,minishop,minibar,businesscenter,event
organizer, telephone/fax, and ATM services. These service products are supplied to provide a
pleasure for the customers. From the forms of these facilitating products, availability of service for
the customers is viewed to be still not yet optimal. This has been revealed from the opinions of
severalcustomersthattheservicefacilitiesforeatingsuchasrestaurants/cafesarenotyetsufficient.
AugmentedProduct
TheeasinessforthecustomersofNarapatiIndahSyariahHotel&Conventionforcomingandvisiting
the hotel is among of them its location being at the edge of trunk road of Bandung city,
JalanPelajarPejuang connecting the areas of urban activities centers. Meanwhile, the availability of
transportation such as taxis from and go out of the hotel are adequately many provided, so that
facilitatingthehotelgueststovisitortravel.
2. Price
Thepricingisacriticalpointinthehotelsmarketingmixservicehotelbecausethepricedetermines
this businesss income. The decision for the pricing is also highly significant in the determination of
values/benefitsthatcanbegiventothecustomersandplaysanimportantroleinthedescriptionof
quality. The strategy of determining the tariff in the hotel business can use the determination of
premium tariff when the demand is high and the discounted tariff when the demand is decreased.
The decision of tariff setting of a new service product must regard several points. The most
prominent is that the decision of tariff setting must be in accordance to the marketing strategy as
wholly.Thechangeofvarioustariffsinthedifferentmarketsmustbealsoconsidered.Furthermore,
aspecifictarifftobesetupwilldependonthecustomersegmentbecomingitsmarkettarget.

ByregardingandconsideringtheaverageoccupancylevelofhotelroomsandtherentingofMeeting
Hall,NarapatiIndahSyariahHotel&Conventionestablishesthetariffofhotelroomspricebasedon
thequalification/typeofroom(pricingranging)Exhibit.2,highestpriceformoreluxuriousroomsuch
as for the Family type along with the twin & double bed and the lowest price for standard rooms,
suchasExtraBedalongwithsinglebed.
3. Place
Reviewed from the facet of location, Narapati Indah Syariah Hotel & Convention located at
jalanPelajarPejuangBandungissufficientstrategic.Inadditiontoitslocationbeingaroundthetrunk
road trunk road of Bandung city, it is also easily connected to the location of Indoor Theme Park
Trans Studio Bandung and Bandung Super Mall as one of largest shopping centers in Bandung city.
This means that the location factor is necessarily considered, in the light of service offering
conductedisainteractiontypeofthecustomersapproachingtheserviceprovider.
Meanwhile,theconditionofthishotelserviceplaceisadeterminantforthecustomerssatisfaction.
ByseeingthephysicalconditionofbuildingandroomaswellastheMeetingHall,itcanbesaidthat
NarapatiIndahSyariahHotel&Conventionhasbasicallymetthestandardofstarhotel,butthereare
still only several completeness that have been not yet fulfilled when it will be categorized as star
hotel.
1. Promotion
In regard with this, Narapati Indah Syariah Hotel & Convention generally conducts a strategy of
promotion advertising through advertising in several media according to market target as well as
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through electronic media in the form of website. Information or advertisement covered in
newspapers Republika, Pikiran Rakyat, Yellow pages, directory manual of UNPAD, directory manual
ofPHRI,directCorporateletter,directemail,andSMS.

Website is one media that can use for communicating the message. Narapati has a website and
designed well, but lack of information about the value of syariah it self. Whereas the distinction of
Narapati is the syariah concept. There are membership program to encourage retention guest but
the weakness has resulted in the occurrence of the loss of members because the change target
market.Whenviewedfromtheexistenceofmembersin2011,therewerestillabout176,whilethis
yearthereisnoaddition,eventheexistingmembersdidntreturn,aswellassincein2011thereisno
aguestsretention.
5. People
All employees relating to the consumers can be called as salespeople. In other words, in a more
extensive conception, the marketing is a job for all personnel of organization service. Therefore, all
behaviorsof hotelemployees mustbe orientedtoservetheconsumers.Theelementofpeoplenot
only plays an important role in the area of production or operational, but also in doing a direct
contacttotheconsumers.Thebehaviorinvolveddirectlyisveryimportantininfluencingthequality
ofserviceofferedandtheconcernedimage.Theelementsofmanageresourcebecomingapotential
formarketingofNarapatiIndahSyariahHotel&Conventionismanagedbyseveralmanagerssuchas
Marketingmanager,Humancapitalmanager,Customerrelationofficer,andSalesmarketingandPR.
6. Process
ThemarketingprocessappliedbyNarapatiIndahSyariahHotel&Conventionwherethehotelservice
is created and delivered to the customers is an important pointin the marketing mix service of this
hotel, because the customers will often percept the service delivery system as a part of the service
itself. Thereby, the decision concerning the operational management is very important to support
the success of service marketing. If studied from the facet of service to the hotel guests, then the
managementofNarapatiIndahSyariahHotel&Conventionconductsamechanismtowelcomingthe
hotelguestsbeginningfromwelcomeofguestsarrivebysecurityteam,andfurtherwelcomebyFO
(frontoffice)accompaniedwiththeprocessofproductoffering,showingtheproduct,anddelivering
information of orderliness in the hotel. When the guests conduct a checkin, then a series of
administrative processes are carried out, beginning from registration and checking KTP (Residence
IdentificationCard),placebooking(payment50%)ordirectlyentering(payment100%).Specialfor
the guests for long stay, the payment has been paid in advance two days previously, and then the
payment is conducted once two days. For the guests who are directly entering will get breakfast
coupon from FO, and then taken by Room Boy to the room or to other product services, such as
minibar,minishop,convenience,carrental,andsoonaccordingtowhatneededbytheguest.These
all are conducted to provide a good, quick, friendly, careful, and accurate, so that it can expectedly
create the customers satisfaction and loyalty to the hotel that eventually can enhance the positive
imaging of this hotel. All those have been proved from the responses of several customers viewing
thattheserviceprovidedbythehotelmanagementandstaffsissufficientlygoodandefficient.
7. PhysicalEvidence
Physical evidence is a point really participating toinfluencethe consumers decision tobuy and use
the service product offered, including in it the physical environment of the service company where
the service is created and where the service provider and customer interact. In addition, including
also into this physical evidence are tangible elements available used for communication or
supporting the services role. In the hotel business, the marketers must attempt to balance the
dimensionofintangibilitybyprovidingphysicalinstructionstoconfirmthepositioningandimageand
to develop the product surround. In regard with the physical evidence offered by Narapati Indah
Syariah Hotel & Convention as a potential for reaching the market, consist of the essential physical
evidence in the form of building design, the forms of room units, as well as design of Meeting Hall
that is sufficiently attracting the customers attention. From all the marketing mix analysis we cant
find the value of syariah in each sector. So there is no differentiation. Lack of differentiation will
makecustomerconfuseaboutthemessageandthatmakelowawareness.

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D. RootCause
By regarding the entire descriptions above, it can be proposed that the implementation of the
managementofNarapatiIndahSyariahHotel&Conventionhasbeennotseparatedfromthevarious
aspectsparticipatingtoinfluencebothdirectlyandindirectly,bothintheformofpotentialbecoming
astrengthandchanceaswellastheweaknessandchallenge/threatthatmustbefaced.UnclearSTP
make marketing effort in marketing mix will hampered, so the message did not reflect in process,
physical evidence and also the promotion. If the marketing mix did not delivering message so the
customer will not understand the differences. The lack of differentiation will bring low awareness,
and low awareness absolutely will make low occupancy rate. Good marketing effort in process and
physical evidence actually will make customer satisfaction otherwise if it fails it will make customer
feel bad about the service. In positioning its product, the management of Narapati Indah Syariah
Hotel&Conventionattemptstoplantthesyariahvaluesintoanyactivitiesoftheimplementationof
itshotelaffairsservice,includinginitaservicetoitscustomers.

EmerginganIslamicimageonNarapatiIndahSyariahHotel&Conventionbecomesamainmission
of the implementation of its management, in addition to continuously grow the image of the
customer isour family and we are a family for the customers.For that, themanagement attempts
to manage the hotel by holding the label syariah, and not only a label merely, but including its
application in the stepbystep process of service for the sake a step beginning to indicate towards
that. Although directed to continuously apply the standards of syariah values, it doesnt mean that
theguestswhocanusetheserviceofNarapatiIndahSyariahHotel&Conventionareonlythosewho
believeIslam,whoevercanusetheserviceofNarapatiIndahSyariahHotel&Conventionaslong as
theycancarryouttheorderlinessandrespectthemoralvalues.

3. Business Solution

In organizing the efforts of the industry, such as hospitality services, the role of sales is the main
functioninthemarketingmix(themarketingmix).Socommunicationisthemainaspectthatneeds
attention in delivering various messages which belonged to the industry to its potential customers.
This chapter contains a description of alternative solutions can be applied to solve the problems
facedbyNarapati SyariahHotel&ConventionHall. Asdiscussedinchapter 2,theproblemsemerge
fromthelackofmarketingeffortinmarketingmixandunclearSTPisuncleardifferentiation.

The main thing to be done to improve Occupancy Rate as desired by management of Narapati
syariah Hotel & Convention is do proper marketing communication to build awareness of syariah
hotel, defined new STP for syariah hotel, and chasing B to B. New vision from the company with
syariah label make the segment became focus. In porters generic strategy there is focused
differentiation. This type of strategy has many advantages, uniqueness can be developing new
marketsegmentandmakethecompetitionbecameirrelevant.Thesegmentationthatthecompany
made has made is already okay, but when the syariah name has stick to the hotel so there will a
majorshiftinginsegmentation.

Segmentingindemographyandgeographyisstillthesame,butinpsychographicthereareadditional
categories.Thesyariahvaluethatapplyinallhotelactivitymakesomecustomerannoy,butinother
customer may increase their satisfaction. Having a value of wanted free from immoral, and also
wantedtreatedfairlyandopenness.OneofvalueinSyariahCompanyintreatsfairly.Newtargeting
also shifting more focus than before, Islamic target will arise even though there were no
discriminating customers. Positioning became the most important in Narapati Syariah Hotel &
Convention because the messages have to delivering the vision of the hotel so the filtering, and
gathering customer can be more effective. The positioning of the hotel is the first syariah hotel in
Bandung.

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Through communications, marketer explains and promotes the value proposition their firm is
offering. Communication is the most visible and audible of marketing activities, but its value is
limited unless it is used intelligently in conjunction with other marketing efforts. Marketing
communications are essential to a companys success. There are several roles performed by
marketingcommunication:
1. Positionanddifferentiatetheservice.
2. Promotethecontributionofservicepersonnelandbackstageoperations.
3. Addvaluethroughcommunicationcontent.Informationandconsultationrepresentimportant
waystoaddvaluetoaproduct.
4. Facilitatecustomerinvolvementinserviceproduction.
5. Stimulatedemandtomatchcapacity.

Intermofmarketingmix,wehavetoalignthevisionespeciallythesyariahvaluetotheentiresector.
Productthatprovidedmustalignwithsyariahvalue.Promotion,People,Process,andalsoPhysical
evidencehavetoreflectthevalueofsyariah.SoNarapatiSyariahhotelhavetoconductaninternal
marketingcommunicationtointernalizethevaluetoeachsectorinthebusiness.

4. ImplementationPlan

IntegratedMarketingCommunicationaccordingtothedefinitionofTheAmericanAssociationof
AdvertisingAgenciesistheconceptofmarketingcommunicationsplanningthataddsvaluetothe
communicationstrategythatinvolvessalespromotion,advertising,publicrelations,directresponse,
combinedtoproducetheeffectofmeaningfulcommunication.ThepurposeofdoingtheExternal
Communicationsis:
IncreasingtheawarenessofNarapatiIndahSyariahHotel&Convention.
Findtherighttargetmarketanddeliveringvalue.
Increasingtheoccupancy.

Marketingmixhastodeveloptoenhancethecustomerperceptionaboutthecompany.Product,
price,promotion,people,process,andphysicalevidenceisthetooltocommunicatethecompany.If
thecompanycanbuildtherightperception,sothecustomerwilleasilyrecognizetheadvantages,so
theywillchoosetheservice.ThePlantoimplementtheprogramisonlyhaveoneyears.Theentire
programisformlongtermprofitability,soitdemandingbiginfestationwithoutwantedquickturn
over.Theimpactcanbeseenatleastforfiveyearstocome.

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Timeline

Jan Feb Mar Apr Mei Jun Jul Aug Sep Okt Nov Des
Internal Marketing
Communication

Preparation
execution
Evaluation
Website
Gathering Info, filter,
process,updateinfo

ReDesign
Publish
MassMedia
Gather Info& create
message

Designing&Publish
CRM
Gathering Information,
preparation

Execution
Exhibition
Preparation
Execution
Launching
Preparation
Execution
SocialMedia
Preparation
UpdatingInfo
Execution