Pengaruh Marketing Public Relations Terhadap Peningkatan Bauran Pemasaran Di Narapati Syari’ah Hotel Bandung

Abstract

Sharia hotels are hotels that apply the principles of Islamic teachings, ranging from hotel design, room positions, management and operationalization of Islamic hotels applying Islamic principles. But in fact, visitors to Islamic hotels are still lower than conventional hotel visitors. So, marketing public relations is needed in terms of increasing the marketing mix. This study aims to determine marketing public relations based on Islamic marketing and the effect of marketing public relations in increasing the marketing mix simultaneously and partially. The variables in this study are marketing public relations and increased marketing mix. The research method used is quantitative methods. This study used a sample of 100 respondents. The data collection technique was used by distributing questionnaires and to test the data analysis using simple regression analysis. The results of this study indicate that in marketing public relations one must pay attention to maqashid sharia in the absence of elements that violate business ethics (riba, gharar, tadlis, maysir, etc.). The characteristics of sharia marketing are theistic (rabbaniyyah), ethical (akhlaqiyyah), realistic (Al-Waqiyyah) and humanistic (Al-Insaniyyah). In implementing marketing public relations which in sharia must be of syiar and da'wah value. Simultaneously, marketing public relations has a significant effect in increasing the marketing mix. And partially marketing public relations has a significant effect in increasing the marketing mix and indicators of marketing public relations which are very influential, namely the identity of the media and news.