Paembonan, Yakub Layuk (2021) Strategi Komunikasi Pemasaran Digital Taman Mini Indonesia Indah Pada Masa Pandemi Covid19. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Taman Mini Indonesia Indah (TMII) is a thematic tourist area which focuses on arts and cultural activities. The activities in TMII depict as a miniature of Indonesia since it presents the cultural attraction from Sabang until Merauke. This study aims to understand the strategic plan of digital marketing and its implementation in promoting tourism attraction at TMII during the Covid-19 pandemic. The theory used in this study is Computer Mediated Communication (CMC) which developed by A.F. Wood and M.J. Smith; and the theory of Nicole Coviello, Milley, and Marcolin which explains the use of digital marketing as two-way interactive technology to create dialogue and to connect between service providers and consumers. The SOSTAC which developed by Dave Chaffey and PR. Smith is used as a tool analysis in this study. Furthermore, the research methodology applies a qualitative approach, a case study method under the constructivism paradigm. The triangulation technique is used to validate the data. Data and information are collected mainly through interviews and direct observation. The results show that the marketing communication strategy in promoting tourism attraction at TMII have adapted as a response to face the Covid-19 pandemic. The adaptation of marketing communication strategies are executed by using social media platform particularly Instagram and Youtube. The promotion focuses on those platforms due to the current fact that the users of those platforms are higher that other social media platforms. In the end, it is expected that it will create stronger interest of visitors on TMII. Keywords: Marketing Communication Strategy, Digital, TMII Taman Mini Indonesia Indah (TMII) merupakan suatu kawasan wisata tematik yang konsepnya berfokus pada kegiatan seni dan budaya. Aktifitas didalamnya mengambarkan TMII sebagai miniatur dari Indonesia karena menampilkan atraksi budaya dari Sabang hingga Merauke. Penelitian ini bertujuan untuk mengetahui perencanaan strategi komunikasi pemasaran digital dalam promosi pariwisata di Taman Mini Indonesia Indah pada masa pandemi Covid-19 dan untuk mengetahui implementasi strategi komunikasi pemasaran digital dalam promosi pariwisata di Taman Mini Indonesia Indah di masa pandemi Covid-19. Teori yang digunakan yaitu Computer Mediated Communication (CMC) oleh A.F.Wood dan M.J.Smith dan teori Nicole Coviello, Milley, dan Marcolin yang menjelaskan bahwa digital marketing adalah penggunaan teknologi interaktif duah arah untuk membuat dan menghubungkan dialog antara penyedia layanan dan konsumen. Alat bantu Analisanya dengan penerapan Analisa SOSTAC karya Dave Chaffey dan PR.Smith. Selanjutnya, pada metodologi penelitian menggunakan pendekatan kualitatif dengan metode studi kasus dalam paradigma konstruktivisme. Teknik keabsahan data mengunakan triangulasi sumber. Sumber data lebih banyak didapat melalui wawancara dan observasi langsung. Hasil penelitian menunjukkan strategi komunikasi pemasaran dalam mempromosikan pariwisata di TMII mengalami adaptasi menghadapi pandemi Covid-19. Adaptasi itu dilakukan dengan dengan memanfaatkan sosial media sosial seperti Instagram dan Youtube. Menitikberatkan pada platform sosial media karena merujuk pada tren kekinian dimana pengguna aplikasi tersebut lebih banyak dari aplikasi media sosial sejenis. Ini yang diharapkan agar keterikatan dengan pengujung bisa lebih erat. Kata Kunci: Strategi Komunikasi Pemasaran, Digital, TMII.
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 55218110045 |
| Uncontrolled Keywords: | Marketing Communication Strategy, Digital, TMII Strategi Komunikasi Pemasaran, Digital, TMII. |
| 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 |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 23 May 2022 07:15 |
| Last Modified: | 23 May 2022 07:15 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/61575 |
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