SALSABILA, SHAFA MARCELLINA (2025) STRATEGI KOMUNIKASI KEMENTERIAN PARIWISATA DALAM MENINGKATKAN VISIBILITAS DAN DAYA TARIK INDONESIA PADA PROGRAM CO-BRANDING (Studi Kasus Pada Wonderful Indonesia). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Tourism is an important sector for the Indonesian economy, as a tourism brand, Wonderful Indonesia plays a role in introducing the natural beauty, culture and wealth of Indonesia, to increase its visibility and attractiveness, innovative communication strategies are needed, such as a program from the ministry of tourism, namely co-branding which can collaborate between Wonderful Indonesia and various well-known brands, to strengthen the tourism image. This research aims to find out how the communication strategy implemented by the tourism ministry is to increase Indonesia's visibility and attractiveness in the co-branding program. The type of research used in this research is descriptive and uses a post positivism paradigm with a qualitative approach to the case study method, where the researcher collects data primary and secondary, namely by in-depth interviews, observation, literature study and documentation. The data validity technique in this research was carried out using source and method triangulation techniques. Based on the results of the research, it shows that the co-branding program communication strategy is prepared based on SWOT analysis. It was found that several communication strategies were implemented by the tourism ministry, namely increasing brand awareness, increasing cross-sector collaboration, expanding creative marketing, utilizing developments in digital media platforms, giving trust to the public, highlighting Indonesia's natural wealth and beauty, increasing partner participation in international exhibitions, regular education with partners through training and, holding planning forums, building a quick response team. This strategy reflects an integrated marketing communication approach, which integrates various communication factors to strengthen Indonesia's attractiveness and visibility. Keywords: Wonderful Indonesia, Communication Strategy, Integrated Marketing Communication, Visibility, Attractiveness, SWOT Pariwisata merupakan sektor penting bagi perekonomian Indonesia, sebagai brand pariwisata, Wonderful Indonesia berperan dalam memperkenalkan keindahan alam, budaya, dan kekayaan Indonesia, untuk meningkatkan visibilitas dan daya tariknya, strategi komunikasi yang inovatif sangat dibutuhkan, seperti program dari kementerian pariwisata yaitu co-branding yang dapat berkolaborasi antara Wonderful Indonesia dengan berbagai merek ternama, untuk memperkuat citra pariwisata. Penelitian ini bertujuan untuk mengetahui bagaimana strategi komunikasi yang dijalankan oleh kementerian pariwisata dalam meningkatkan visibilitas dan daya tarik Indonesia pada program co-branding. Tipe penelitian yang digunakan dalam penelitian ini adalah deskriptif dan menggunakan paradigma post positivism dengan pendekatan kualitatif metode studi kasus, yang dimana peneliti mengumpulkan data secara primer dan sekunder yaitu dengan wawancara mendalam, observasi, studi pustaka dan dokumentasi. Teknik keabsahan data pada penelitian ini dilakukan dengan teknik triangulasi sumber dan metode. Berdasarkan hasil dari penelitian menunjukkan bahwa strategi komunikasi program co-branding disusun berdasarkan analisis SWOT. Ditemukan beberapa strategi komunikasi yang diterapkan oleh kementerian pariwisata yaitu meningkatkan brand awareness, meningkatkan kolaborasi lintas sektor, memperluas pemasaran kreatif, memanfaatkan perkembangan platform media digital, memberikan kepercayaan kepada khalayak, mengangkat kekayaan dan keindahan alam Indonesia, meningkatkan partisipasi mitra dalam pameran internasional, edukasi rutin bersama mitra melalui pelatihan dan, mengadakan forum perencanaan, membangun tim respon cepat, strategi ini mencerminkan pendekatan komunikasi pemasaran terpadu, yang mengintegrasikan berbagai faktor komunikasi untuk memperkuat daya tarik dan visibilitas Indonesia. Kata Kunci : Wonderful Indonesia, Strategi Komunikasi, Komunikasi Pemasaran Terpadu, Visibilitas, Daya Tarik, SWOT
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