Public Relations Strategy in Strengthening Brand Image at Alila Villas Uluwatu Bali

This research aims to formulate the most appropriate public relations strategy as an option in strengthening brand image that can apply by Alila Villas Uluwatu to take advantage of the opportunities and anticipate the existing threats by utilizing the strength and anticipate shortcomings. Thus, it can help to achieve the occupancy target. This research used sequential exploratory mixed methods; IE (Internal-External) Matrix, SWOT (Strengths Weaknesses Opportunities Threats) and QSPM (Quantitative Strategic Planning Matrix). This research used participation observation, semi-structured interview, questionnaires and documentation as data collecting methods. The study used a purposive sampling technic and the respondents consist of 7 people from the Sales & Marketing Department. The result of data analysis shows IFAS (Internal Factor Analysis Summary) score is 2.88 and EFAS (External Factor Analysis Summary) score is 2.80, which indicates the current position of public relations strategy is in cell V, which is of growth and stability in IE Matrix that requires horizontal integration. The SWOT analysis gives 7 alternative strategies, of which the highest TAS (Total Attractive Score) is 167.41 that generated by QSPM analysis. Thus, the main strategy that recommended which is the highest among the 7 of alternative strategies is allocating more budget to increase the number of hosted social influencers & media according to the target market and also for boosted branding contents on Facebook and Instagram.


INTRODUCTION
Building a brand image is very important for the company's sustainability in the longterm. The brand image includes knowledge, customers' opinion, and non-physical characteristics and physical products', also image that customers give to the product (Soltani et al, 2016: 24). Brand image intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competitors (Kotler & Keller, 2012: 241). The brand image uses as a differentiating factor for Alila Villas Uluwatu that faces similar competitors Alila recently being acquired by Hyatt Hotels Corporation in 2018, the resort should blend the image that also representing Hyatt Brand. Alila Villas Uluwatu has been building a brand image as a unique and sustainable resort for high-end travelers with the tagline "Surprisingly Different". One of the factors that needed in building and strengthening brand image is the strength of brand association (Keller, 2013). It means a brand should be more recognized than the competitors. One of the indicators used to measure it is the number of followers on social media accounts. The strategy used by the Public Relations of Alila Villas Uluwatu to develop this through collaboration with external parties such as the media and influencers in providing information to the public and maximizing social media channels. Although the hosted social media influencers and media were increasing over the years, there is no significant impact on the brand image. This assessment showed through social media comparison (Graph 1) and room occupancy ( Table 1). Besides that, the Alila Villas Uluwatu's media event such as media gathering, press conference and press tour in the marketing department is less organized also the section should have work the online review as a priority, as we have received some bad reviews that causing this resort is facing a crisis of trust.
As mentioned earlier, the number of followers on social media will strengthen brand association. Instagram becomes an indispensable part of marketing for many companies in pioneering and building a brand image. Besides that, Facebook is also a kind of popular social media that currently integrated with Instagram. Based on Figure 1, Alila Villas Uluwatu ranked the 4th position compared to its competitors, with the total of Instagram's followers were 88,300 and Facebook Page's subscribers were 23,067.  Observing the room occupancy over the years (Table 1) of among 57% -61% occupancy level, it indicates the fluctuation and the target sales has not been achieved. As seen in Table   1, starting from 2015 to 2018, only in 2017, the management has been successfully reach the target. The variance between actual and targeted occupancy runs from 3%-12%. Brand image is one of the marketing tools that also help companies in increasing room occupancy.
Consumers will be more likely to carry out the purchase to the brand with a positive and strong image (Setiadi, 2003: 180). Consumers could also often buy products with a famous brand because of the emotional factor with things that already known. Based on this situation faced by the Alila Villas Uluwatu, the researcher is interested in formulating an alternative strategy that can apply to strengthen the hotel brand. This research conducted to optimize public relations role by formularizing strategies through assessing strength and weakness of the internal factor; defining the opportunity and threat of external factors so that the massive influences of public relations can be perceived.

RESEARCH METHOD
This research took a place at Alila Villas Uluwatu, which is located at Jalan Belimbing Sari, Banjar Tambiyak, Desa Pecatu, Kuta Selatan, Badung. This research used sequential exploratory mixed model approach. Mixed methods involved the integration of both qualitative and quantitative data (Creswell, 2017:61). In the sequential exploratory approach, the literature presented in each phase in a way consistent with the method being used. First begins with qualitative data analysis then uses the findings in a second quantitative phase.
The combination of the two methods aims to connect the results of the first stage of research and the next stage. This research design used to provide the best understanding and explore in further depth the research problems with comprehensive, valid, reliable and objective data (Creswell, 2017). Those combinations of some analysis technics were IE (Internal-External The Internal factors were evaluated through public relations strategy approach by (Ruslan, 2013: 13) that consists of publications, event, news, community, inform/image, lobbying and social responsibilities; while the External factors were evaluated through the external business environment by (Salman, 2017) that consists of purse string, partnership, policy, people, perception and promotion. There were two types of data namely qualitative and quantitative, while the sources of data that used were primary and secondary data. The research data obtained through several techniques such as participant observation, semi-structured interview, questionnaires and documentation that involved 7 respondents from the Sales & Marketing department who know about the issue that studied.
Based on the sequential exploratory model approach (Sugiyono, 2012: 40), this research began from a qualitative analysis method with collected data through observation and interviews in where the problems occurred with the purpose to identify the internal and external factors of Alila Villas Uluwatu to the 7 respondents. The researcher in this phase also used literature reviews as guidance in established a hypothesis. This phase intended to explore and analyze the implementation of public relations strategy with PENCILS theory. The next stage was quantitative data analysis in which find hypothesis testing results through collecting the data by deployed questionnaires to all respondents. The interpretation of the entire analysis phase has generated IFAS-EFAS, IE (Internal-External) Matrix, SWOT Matrix analysis and QSPM analysis (Rangkuti, 2018) then conclude it and gave some suggestions.

Internal and External Analysis
In achieving company purpose, there are strategies implemented by each company. The results of deployed questionnaires that used to explore public relations strategy were converted into the Internal Factor Analysis Summary (IFAS) matrix that shown in Table 2 below and the External Factor Analysis Summary (EFAS) matrix in Table 3, which is consist of the measurement of weighting, rating and score. Then all obtained assessments were used to find out the position of public relations strategy in the IE Matrix presented in Figure 1.
The IFAS score obtained from the weighting of the internal indicators that multiplied with rating in each of the internal indicators. The internal factors in IFAS matrix divided into two categories are strengths and weaknesses. The details of IFAS matrix with a total score of 2.88 presented in Table 2. After analyzing the internal factors, it continued by the external factors which consist of opportunities and threats. This EFAS (External Factors Analysis Summary) will show the total score determined by multiplying the weight and rating of each indicator with a total score of 2.80 as shown in Table 3.   Table 4.  (Dika, 2018). Besides that, also a budget to boost branding content in social media. Through this paid feature, Alila Villas Uluwatu can publish branding contents such as carousel contents, CSR activities or brand campaign events that have been held to be seen by the massive public. The benefit of this feature is helping the Alila Villas Uluwatu in raising awareness by serving appropriate content based on user interests and based on user location.
b. Alila Villas Uluwatu can develop multi publication channels. It can start by creating another social channel such as a Twitter and a YouTube because Alila Villas Uluwatu does not have YouTube account while others Alila's group and Hyatt Hotels Corporation are using these kinds of social channels.

ST (Strength Threat) Strategies
ST strategies use the strengths to tackle the threats faced by Alila Villas Uluwatu. There are two alternative strategies recommended in this ST strategy.
a. Alila Villas Uluwatu should conduct competitor research and benchmarking to increase the digital reputation and customer care. Digital reputation and customer care here is regarding an application that can use to manage all social channels. It could be better if the management considers adding a new person in charge as a social media specialist, as the competitors did. Here is focused to listen, monitor and respond to the conversation happening. After that, scheduling time to respond all notifications and reupdating all digital marketing contents in social channels especially the latest photo about this property or promotion. This kind of strategy also suggested in previous research conducted by (Dika, 2018).
b. Create collaborations with YouTubers and photoshoot collaboration. Photoshoot collaboration conduct with some magazine or talent agency. These collaborations will allow people to see the visual aspects of the resort through all detailed venue in some pictures and the real situation through video. Nowadays, YouTube becomes a famous platform to share the video in a wider scope. This channel can help this resort in branding also generates new inquiries.

WO (Weakness Opportunity) Strategies
WO strategies will be used to minimize the weaknesses and utilize the opportunities.
There are two alternative strategies recommended in these WO strategies.
a. Create collaborative events that involved all external environments. These events held by some hotels/resorts in the same chain. This event could be a press conference, anniversary event or wedding exhibition. The purpose is to reach more prospective public/markets and save the cost at the same time; also, can gain more publication distribution according to the target market when they are together holding a press conference or other media events. Comparing to the previous researches, organizing a media event helps the company in raising awareness of the hotel's brand image. b.
Utilizing PR agencies to release a testimonial press release. Currently, the deployed press releases about Alila Villas Uluwatu only three types of press releases; basic press release, product release and executive statement release. PR agencies can develop another testimonial release that contains the story during people's stay at Alila Villas Uluwatu. PR agencies that have good credibility will have a complex strategy with a wider scope to overcome the crisis of trust.

WT (Weakness Threat) Strategy
WT strategy will be used to minimize the weaknesses and tackles the threat. The strategy that can apply is create small-scale events like give away and give complimentary to people who gave terrible reviews. This strategy is expected to make the guests or happy and satisfied. By this chance, the resort can ask the guests to create a positive review in TripAdvisor, Website, Google or Social Media with pictures in resort area as evidence and it can help the hotel to create a good image as an accommodation provider.

QSPM (Quantitative Strategic Planning Matrix) Analysis
The last step of this research is to find out the most effective alternative public relations strategy that can be applied by Alila Villas Uluwatu. The summary of the QSPM assessment presented in Table 5.
As presented earlier in Figure 2, the current position of public relations strategy is in Cell V, which is of growth and stability in the IE Matrix that requires horizontal integration (Rangkuti 2018:98). The seven alternative strategies generated by SWOT Matrix were ranked by using QSPM based on the total attractive score (TAS) that given by respondents. The highest score gained from SO1, ST1 and WO1 strategy. The combination strategies can be the option that has to apply. Some suggestion needs to be considered to make improvements in the future. Internal and external factors should work together in applying a combination of main alternative strategies also work in the reviews given by the public to earn public trust that affecting the brand image.

ACKNOWLEDGMENT
The Writer would like to express sincere gratitude to the God, Director of Politeknik Negeri Bali, the Head of Tourism Department and the Head of Tourism Business Management for supporting facilities during the completion of this research. Prof. Ni Made Ernawati, MATM.,