RIFARDHI, BIMA PETALA (2025) SOLUSI KREATIF GEN Z DAN MILENIAL BAGI KOMUNIKASI PEMASARAN TERPADU WAHANA HIBURAN GONDOLA ANCOL TAHUN 2025. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Gondola Ancol is cable car located at Taman Impian Jaya Ancol; however, since 2021, it has witnessed a decrease in visitor numbers. Data Komisi Pemilihan Umum (KPU) in 2024 indicates there are approximately 66 million Millennials in Indonesia (33.60%) and roughly 44 million Gen Z individuals (22.85%). Consequently, it’s essential for Gondola Ancol to comprehend the unique ideas proposed by Gen Z and Millennials for integrated marketing communication in 2025. The aim is to elucidate and analyze the creative solutions proposed by Gen Z and Millennials for the integrated marketing communication of the Gondola Ancol amusement attraction in 2025. Qualitative research within the Constructivist paradigm employs Computed-Media Communication (CMC) theory, Innovation Diffusion Theory, and Interaction Involvement as analytical instruments. The research employs the intrinsic case study technique. Conducting semi-structured in-depth interviews and interactive observations with 10 informants from the Millennial and Gen Z cohorts. The outcomes: creative solutions proposed by Gen Z and Millennials for the integrated communication of the Gondola Ancol entertainment ride in 2025 are: Gen Z emphasizes the necessity of enhancing information media and marketing communication via digital platforms to remain aligned with trends. Product innovated that are both more versatile and aesthetically pleasing. Creative solutions may encompass revitalization of architectural and functional design elements, including thematic events presented as installation art and a café in the area. The significance of enhancing social media content packaging to elevate public awareness regarding Gondola Ancol. Optimizing both digital and offline advertising channels engage a broader audience. The obstacles to implementing creative solutions for Gen Z and Millennials encompass: First, as noted by Gen Z, the absence of comprehensive digital marketing strategy creation, insufficient differentiation and product innovation with distinctive features, and inadequate product maintenance. Second, Millennials perceive a deficiency in facilities and infrastructure in the market approach. Keyword: Marketing Communication Strategy, Gondola Ancol, Gen Millenial, Gen Z Gondola Ancol merupakan wahana hiburan kereta gantung di Taman Impian Jaya Ancol, Namun sejak tahun 2021 mengalami penurunan jumlah pengunjung. Data Komisi Pemilihan Umum (KPU) tahun 2024, saat ini jumlah Gen Millenials di Indonesia ada sekitar 66 juta jiwa (33.60%) dan Gen Z ada sekitar 44 juta jiwa (22.85%). Karena itu, penting bagi Gondola Ancol mengetahui apa dan bagaimana solusi kreatif Gen Z dan Milenial bagi komunikasi pemasaran terpadu untuk Gondola Ancol Tahun 2025. Maksud dan tujuan yaitu, mengungkap dan menjelaskan, serta mencari ”apa dan bagaimana” bentuk solusi kreatif dari Gen Z dan Milenial bagi komunikasi pemaran terpadu wahana hiburan Gondola Ancol Tahun 2025. Penelitian kualitatif dalam paradigma Konstruktivis ini menggunakan teori ComputedMedia Communication (CMC), Teori Difusi Inovasi, dan Keterlibatan Interaksi, sebagai alat analisis. Studi kasus jenis intrinsik menjadi metode dalam penelitian ini. Menghadirkan 10 informan dari Gen Milenial dan Gen Z dengan teknik wawancara mendalam secara semi terstruktur dan juga observasi berpartisipasi. Hasilnya : bentuk solusi kreatif Gen Z dan Milenial bagi komunikasi pemaran terpadu wahana hiburan Gondola Ancol Tahun 2025 yaitu: Menurut Gen Z pentingnya penguatan media informasi atau komunikasi pemasaran melalui saluran digital mengikuti perkembangan trend terkini. Pembaharuan produk yang lebih adaptif dan menarik. Solusi kreatif bisa seperti: pembaharuan sisi desain arsitektural dan fungsionalnya, misalnya event tematik berupa pameran instalasi, dan coffee spot di area Gondola Ancol. Pentingnya penguatan pengemasan konten social media untuk meningkatkan awareness atau knowledge info khalayak terhadap Gondola Ancol itu sendiri. Pemaksimalan media iklan online maupun offline untuk menjaring lebih banyak khalayak. Adanya hambatan implementasi bagi solusi kreatif Gen Z dan Milenial seperti: Satu, menurut Gen Z, kurangnya pengembangan digital marketing strategy yang lebih ekspansif, kurangnya pembeda serta product refreshment yang memiliki unique point, dan kurangnya pemeliharaan produk.; Dua, menurut Gen Milenial, kurangnya sarana prasana dalam pendekatan pasar atau market approaching. Kata Kunci: Strategi Komunikasi Pemasaran, Gondola Ancol, Gen Millenial, Gen Z
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