Strategi Komunikasi Pemasaran Pariwisata Pusat Perbelanjaan Pinggir Laut (Studi kasus Ancol Beach City)

SRININGSIH, YUNITA (2020) Strategi Komunikasi Pemasaran Pariwisata Pusat Perbelanjaan Pinggir Laut (Studi kasus Ancol Beach City). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

Salah satu inovasi yang dilakukan Ancol dan membuat penulis berminat untuk membahasnya adalah adanya pusat perbelanjaan “Mall Ancol Beach City” yang dibangun dikawasan wisata hiburan pinggir laut. Tentu saja jika kita lihat di kota besar khususnya Jakarta, Mall biasanya terletak dipusat kota. Seperti Mall Grand Indonesia, Kota Kasablanka, Senayan City, Kelapa Gading, Taman Anggrek dan lain- lain terletak dipusat kota Jakarta. Atas dasar tersebut, penulis melakukan penelitian dengan tema “Strategi Komunikasi Pemasaran Pariwisata Pusat Perbelanjaan Pinggir Laut (Studi kasus Ancol Beach City)”. Penelitian ini bertujuan untuk mengetahui Strategi komunikasi pemasraan pariwisata di Mall Ancol Beach City sebagai pusat perbelanjaan dikawasan wisata pinggir laut Taman Impian Jaya Ancol. Dalam upaya meningkatkan jumlah kunjungan wisatawan, serta untuk menganalisi kekuatan, kelemahan, peluang dan ancaman (SWOT), dan STP pada Ancol Beach City. Untuk mencapai tujuan yang dimaksud, dalam penulisan skripsi ini digunakan metode analisis kualitatif. Teknik pengumpulan data yang dilakukan dalam penelitian ini adalah data premier dan data skunder salah satunya observasi dilapangan, wawancara langsung dengan informan yang dianggap mampu memberikan keteangan yang berkaitan dengan masalah yang diteliti. Berdasarkan hasil penelitian yang peneliti lakukan mengenai strategi komunikasi pemsaran pariwisata (Studi Kasus Ancol Beach City), maka peneliti menyimpulkan bahwa strategi komunikasi pemsaran pariwisata yang dilakukan oleh Ancol Beach City sudah cukup baik, namun belum maksimal. Kata Kunci : Strategi Komunikasi Pemasaran Pariwisata One of the innovations made by Ancol and makes the writer interested to discuss it is the existence of a shopping center "Mall Ancol Beach City" which was built in the seaside entertainment tourism area. Of course if we look at big cities, especially Jakarta, malls are usually located in the city center. Such as Grand Indonesia Mall, Kota Kasablanka, Senayan City, Kelapa Gading, Taman Anggrek and others are located in the center of Jakarta. On this basis, the authors conducted research with the theme "Communication Strategy for Tourism Marketing at the Waterfront Shopping Center (Case Study of Ancol Beach City)". This study aims to determine the communication strategy of tourism marketing at Ancol Beach City Mall as a shopping center in the seaside area of Taman Impian Jaya Ancol. In an effort to increase the number of tourist visits, as well as to analyze the strengths, weaknesses, opportunities and threats (SWOT), and STP at Ancol Beach City. To achieve the intended purpose, in this thesis writing a qualitative analysis method is used. Data collection techniques used in this study are premier data and secondary data, one of which is field observations, direct interviews with informants who are considered capable of providing expertise related to the problem under study. Based on the results of research conducted by researchers on the tourism marketing communication strategy (Case Study of Ancol Beach City), the researchers concluded that the tourism marketing communication strategy carried out by Ancol Beach City was quite good, but not yet optimal. Keywords: Tourism Marketing Communication Strategy

Item Type: Thesis (S1-Sarjana)
NIM: 44315110030
Uncontrolled Keywords: Tourism Marketing Communication Strategy
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 380.1-380.9 Standard Subdivisions of Commerce, Communications, Transportation/Subdivisi Standar Dari Perdagangan, Komunikasi, Transportasi
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: anizah fithrie l
Date Deposited: 30 Mar 2020 10:38
Last Modified: 30 Mar 2020 10:42
URI: http://repository.mercubuana.ac.id/id/eprint/55538

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