STRATEGI BRANDING “SYARIAH HOSPITALITY” OLEH HOTEL UNISI YOGYAKARTA TAHUN 2019

Yogyakarta is a city of cultural tourism which is often visited by
domestic and foreign tourists. With the development of Halal Tourism in
Indonesia the presence of Yogyakarta Unisi Hotel is increasingly widespread in
Indonesia. Yogyakarta Unisi Hotel is a two-star hotel with a sharia concept in
Yogyakarta. This study aims to describe the branding strategy undertaken by
Yogyakarta Unisi Hotel as a sharia hotel. The results of the study, the unique
findings of Yogyakarta Unisi Hotel are planning and implementing the "Syariah
Hospitality" branding strategy, namely, designing a logo that fits the image of the
Syariah Hotel, designing a brand message by making a tag line in accordance with
the concept desired by the Hotel, identifying the brand you want given to the
public that the concept of sharia is an easy, friendly, and also convenient concept
for Yogyakarta Unisi Hotel and also conducts training for employees and
determines the target market to match the products to be marketed.
Implementation of the Branding Strategy lies in the SOP that is made so that
Employees always say "Assalamualaikum Wr. Wb "to Muslim and non-Muslim
tourists. At the Hotel Unisi routinely perform the five-time Jamaat prayer with
rotating priests for male employees, this is the differentiation for the two-star
Sharia Hotel in Yogyakarta. The data shows that the increase in the number of
units used at the Yogyakarta Unisi Hotel in 2019 increased to 18,000 units after
the Friendly, Safe, Comfortable Sharia branding was applied by the Yogyakarta
Unisi Hotel. Hotel Unisi carries out Corporate branding which is proven that
Sharia branding is not focused on just one product market leader which is
officially recognized by the governor of the City of Yogyakarta.