Strategi Manajemen Krisis Humas Hotel Gunawangsa Merr Surabaya dalam Menghadapi Review Buruk Customer melalui Platform Media Digital. (Crisis Management Strategy of Gunawangsa Merr Surabaya Hotel PR in Dealing with Negative Customer Reviews through Digital Media Platforms).

Arzyanto, Fitras Budi (2025) Strategi Manajemen Krisis Humas Hotel Gunawangsa Merr Surabaya dalam Menghadapi Review Buruk Customer melalui Platform Media Digital. (Crisis Management Strategy of Gunawangsa Merr Surabaya Hotel PR in Dealing with Negative Customer Reviews through Digital Media Platforms). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research aims to answer the research questions: How is the implementation of the public relations crisis management strategy of Gunawangsa Merr Hotel Surabaya in dealing with bad customer reviews through digital media platforms on the hotel's reputation. This research uses a qualitative approach. This type of case study research studies the “how” aspect, namely how the crisis management strategy of Gunawangsa Merr Hotel in dealing with bad customer reviews on digital media platforms. The data collection methods used in this research are interviews, documentation and observation. Data analysis techniques used in this research. This methodology includes the steps of data collection, reduction, presentation, and conclusion drawing. In this study, the authors chose the source triangulation technique to validate the data by collecting information from various independent sources. The results of this study are The approach used includes a combination of diminish strategies and rebuild strategies. The hotel proactively responds to complaints by providing compensation such as facility repairs, voucher compensation, total renovation of problematic facilities. In addition, Gunawangsa Merr Hotel also notifies the public in advance that there are facilities that cannot be used and provides a replacement solution for the problems that occur so that customers understand and do not do bad reviews on digital media platforms.

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