PENGALAMAN KOMUNIKASI PELAKU PEMASARAN DI BAWAH REGULASI KORPORAT HOTEL BERTARAF GLOBAL

Raga Putra Elfitrad, . (2026) PENGALAMAN KOMUNIKASI PELAKU PEMASARAN DI BAWAH REGULASI KORPORAT HOTEL BERTARAF GLOBAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to understand the communication experience of marketing practitioners in carrying out communication practices under the corporate regulations of a global-standard hotel. Corporate regulations in the context of global-standard hotels function as a brand governance system that comprehensively governs communication standards, visual and verbal identity, and content approval procedures. However, how these regulations are actually experienced and interpreted by marketing communication practitioners at the local level as a layered, lived communication experience remains a relatively underexplored area of study. This study employs a qualitative approach using Alfred Schutz's social phenomenology method, involving four informants working as marketing communication practitioners at a five-star global-standard hotel in Jakarta. Data were collected through in-depth interviews, observation, and documentation studies. Data analysis followed Schutz's phenomenological stages, encompassing the identification of meaning units, categorization of action motives, and analysis of stock of knowledge and intersubjectivity. The findings reveal that the informants' communication experiences were shaped through five key dimensions: the initial process of encountering the corporate communication system, which was shaped by each individual's stock of knowledge; the experience of executing messages under layered regulatory pressure; the experience of communicating amid regulatory ambiguity, which compelled practitioners to make independent communication decisions; the experience of communicating across authority levels, demanding the ability to filter and negotiate messages; and the internalization of brand values that ultimately formed the informants' professional identities beyond the formal work context. The most dominant because motives stemmed from prior work experience and structural positions within the organization, while in-order-to motives centered on the desire to maintain brand reputation, sustain relationships with partners, and grow professionally. Keywords: Communication experience, corporate regulation, global-standard hotel, social phenomenology, Alfred Schutz, lived experience, action motive.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 2210411106] [Pembimbing: Witanti Prihatiningsih] [Penguji 1: Siti Maryam] [Penguji 2: Windhi Tia Saputra]
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User:	RAGA PUTRA ELFITRAD
Date Deposited:	04 Sep 2026 01:18
Last Modified:	04 Sep 2026 01:18
URI:	http://repository.upnvj.ac.id/id/eprint/53857

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