Dwi Riyadi, Aditya (2023) STRATEGI KOMUNIKASI PEMASARAN PARIWISATA TANJUNG LESUNG PASCA TSUNAMI SELAT SUNDA. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
ABSTRACT Aditya Dwi Riyadi, NIM 6662150055, Thesis, Marketing Communication Strategy for Tourism in Tanjung Lesung Post-Selat Sunda Tsunami, Mentor I: Dr. Nurprapti Wahyu Widyastuti, S.Sos., M.Si and Mentor II: Ronny Yudhi Septa Priyana, S.I.Kom., M.Si The Selat Sunda Tsunami disaster that occurred at the end of December 2018 destroyed all community activities around the southern coast of Banten, including the mainstay of the tourism sector, the Tanjung Lesung area. Therefore, post-disaster marketing communication is needed so that Tanjung Lesung tourism can revive and be excited again. The purpose of this study was to determine the marketing communication strategy of Tanjung Lesung tourism after the Selat Sunda tsunami, the supporting and inhibiting factors of the Tanjung Lesung marketing communication strategy. This research uses descriptive qualitative research methods. By collecting data through observation, interviews, and documentation study. There were three informants in this study, these three informants certainly knew and mastered of this research. The theory used in this research is the Integrated Marketing Communication (IMC) theory. The results of this study are elements of marketing communication as a marketing communication strategy for tourism in Tanjung Lesung after the Selat Sunda tsunami, such as advertising, sales promotion, public relations, personal selling, and direct marketing. By organizing events, providing discounted lodging prices on major holidays, advertising products on social media and print media, raising donations for disaster victims around Banten, collaborating with private TV programs, and informing the latest news in the Tanjung Lesung area. As for the supporting and inhibiting factors, the supporting factor is the full support of the central and local governments for recovery. The inhibiting factors are a lack of synergy with BMKG, and trauma from employees and tourists. Keywords: Integrated Marketing Communication Strategy, Tanjung Lesung, Tsunami
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | ABSTRAK Aditya Dwi Riyadi, NIM 6662150055, Skripsi, Strategi Komunikasi Pemasaran Pariwisata Tanjung Lesung Pasca Tsunami Selat Sunda, Pembimbing I: Dr. Nurprapti Wahyu Widyastuti, S.Sos., M.Si dan Pembimbing II: Ronny Yudhi Septa Priyana, S.I.Kom., M.Si Bencana Tsunami Selat Sunda yang terjadi pada akhir Desember 2018 meluluhlantakan semua aktifitas masyarakat sekitar pesisir selatan Banten, termasuk aktifitas sektor pariwisata yang menjadi andalan yaitu daerah Tanjung Lesung. Oleh karena itu perlu adanya komunikasi pemasaran pasca bencana agar pariwisata Tanjung Lesung dapat bangkit dan bergairah kembali. Tujuan penelitian ini untuk mengetahui strategi komunikasi pemasaran pariwisata Tanjung Lesung pasca tsunami Selat Sunda dan faktor pendukung dan penghambat strategi komunikasi pemasaran Tanjung Lesung. Penelitian ini menggunakan metode penelitian deskriptif kualitatif. Dengan mengumpulkan data melalui observasi, wawancara, dan studi dokumentasi. Terdapat tiga informan dalam penelitian ini, ketiga informan ini tentu mengetahui dan menguasai tentang penelitian ini. Teori yang digunakan dalam penelitian ini yaitu teori komunikasi pemasaran terpadu atau Integrated Marketing Communication (IMC). Hasil penelitian ini adalah elemen komunikasi pemasaran sebagai strategi komunikasi pemasaran pariwisata Tanjung Lesung pasca tsunami Selat Sunda, seperti iklan, promosi penjualan, hubungan masyarakat, penjualan perorangan, & pemasaran langsung. Dengan menyelenggarakan event-event, memberikan potongan harga penginapan pada hari-hari besar, mengiklankan produk pada media sosial dan cetak, menggalang donasi untuk korban bencana di sekitar Banten, bekerjasama dengan program acara tv swasta, serta menginformasikan berita-berita terkini di daerah Tanjung Lesung. Adapun faktor pendukung dan penghambat, faktor pendukungnya yaitu adanya dukungan penuh dari Pemerintah pusat dan daerah untuk recovery. Faktor penghambatnya yaitu kurangnya sinergitas dengan BMKG, dan Trauma dari karyawan dan wisatawan. Kata Kunci: Strategi Komunikasi Pemasaran Terpadu, Tanjung Lesung, Tsunami | |||||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr Aditya Dwi Riyadi | |||||||||
| Date Deposited: | 23 Feb 2023 15:38 | |||||||||
| Last Modified: | 23 Feb 2023 15:38 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/21847 |
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