Implementation of Marketing Communication Strategies in Supporting Business Performance

Abstract

Corporate communication management requires communication strategies that can consistently represent the company’s image through the structured processing and delivery of messages to stakeholders. This study aims to analyze the implementation of marketing communication strategies in supporting business performance at PT Midtown Hotels Indonesia. A descriptive qualitative approach was employed, with a focus on field-based practices. Data were collected through participatory observation during the internship program, enabling the researcher to gain direct insights into the marketing communication processes applied by the company. The findings indicate that PT Midtown Hotels Indonesia implements an integrated marketing communication strategy through cross-functional coordination within the marketing division and the utilization of various communication channels, both digital and conventional. This strategy plays a significant role in strengthening the company’s image, enhancing promotional effectiveness, and building and maintaining long-term relationships with customers and business partners. Marketing communication thus functions as a strategic element that contributes substantially to supporting business performance in the hospitality industry. Keywords: marketing communication strategy, business performance, hospitality industry. If you want, I can also: Adjust the tone to match international journal standards, or Shorten it to meet word limits commonly required by journals.