STRATEGI KOMUNIKASI PEMASARAN MUSEUM SATWA BATU DALAM MEMPROMOSIKAN MUSEUM SATWA BATU

Richard Trisno Wijaya, 070810450 (2015) STRATEGI KOMUNIKASI PEMASARAN MUSEUM SATWA BATU DALAM MEMPROMOSIKAN MUSEUM SATWA BATU. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Official URL: http://lib.unair.ac.id

Abstract

Penelitian ini bertujuan untuk menganalisa strategi komunikasi pemasaran yang dilakukan oleh Museum Satwa Batu dalam mempromosikan Museum Satwa Batu itu sendiri. Pendekatan kualitatif digunakan untuk menguraikan strategi-strategi yang digunakan sesuai dengan Marketing Mix: Product, Price, Place, dan Promotion (Armstrong & Kotler, 2004) serta Promotional Mix (Belch & Belch, 2003). Teknik pengumpulan data dalam penelitian ini dengan wawancara mendalam (in-depth interview) dengan tim marketing Museum Satwa Batu. Hasil penelitian menunjukkan bahwa Strategi Komunikasi Pemasaran yang dilakukan oleh Museum Satwa Batu berfokus pada segi Promotion dan secara lebih rinci tertuju pada elemen Advertising saja yang mengandalkan brosur, baliho, dan iklan di surat kabar. Metode promosi tersebut dirasa masih mampu membuat Museum Satwa Batu menarik minat pengunjung. Namun, seiring dengan perkembangan teknologi perlu dilakukan adanya optimalisasi penggunaan internet, termasuk jejaring sosial, sebagai elemen promosi yang ekonomis, praktis, dan interaktif Translation: This study aims to analyze the marketing communication strategy done by Museum Satwa Batu in promoting and marketing the museum itself. A qualitative approached was selected to unveil the strategies based on theories of Marketing Mix: Product, Price, Place, dan Promotion (Armstrong & Kotler, 2004) and Promotional Mix (Belch & Belch, 2003). Data collection was done through indepth interview with the members of marketing team of Museum Satwa Batu. The findings showed that the marketing communication strategy used focuses on Promotion part and furthermore is narrowed down specifically towards the element of Advertising which covers brochure, baliho, and advertisements in newspapers. This method is considered as the most effective one so far since it could attract a large number of visitors coming to the museum. However, as technology keeps improving, there is an essential need for Museum Satwa Batu to optimize the use of internet, including social sites, as the break-through promotional element which is economical, practical, and interactive.

Item Type: Thesis (Skripsi)
Additional Information: KKB KK-2 Fis K. 32/15 Wij s
Uncontrolled Keywords: COMMUNICATION IN MARKETING; MUSEUMS
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products
Q Science > Q Science (General) > Q223-227 Communication in Science
Divisions: 07. Fakultas Ilmu Sosial dan Ilmu Politik > Komunikasi
Creators:
CreatorsNIM/NIDN
Richard Trisno Wijaya, 070810450UNSPECIFIED
Contributors:
ContributionNameNIDN/NIDK/NUP
ContributorNissa Kurnia Illahiati, S.Sos.,M.Med.Kom.UNSPECIFIED
Depositing User: Tn Yusuf Jailani
Date Deposited: 16 Mar 2015 12:00
Last Modified: 03 Oct 2016 06:15
URI: http://repository.unair.ac.id/id/eprint/17639
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