AS'ARI, MUHAMAD (2026) INTEGRATED MARKETING COMMUNICATION GEOPARK BAYAH DOME OLEH DINAS KEBUDAYAAN DAN PARIWISATA KABUPATEN LEBAK. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Geopark Bayah Dome is a tourism area with the potential to achieve global recognition. Currently, Geopark Bayah Dome has been officially designated as a National Geopark as of May 7, 2025. In leveraging this potential, the Culture and Tourism Office (Disbudpar) of Lebak Regency needs to implement an effective Integrated Marketing Communication (IMC) strategy to attract tourists and prevent a decline in visitor numbers. This study aims to determine the implementation of IMC for Geopark Bayah Dome by Disbudpar Kabupaten Lebak. The theory employed is Integrated Marketing Communication, utilizing a promotion mix consisting of advertising, sales promotion, personal selling, public relations, direct marketing, word-of-mouth marketing, and event marketing. This research was conducted using a qualitative descriptive approach. The informants for this study were the Secretary and the Head of the Marketing Division of Disbudpar Kabupaten Lebak. Data collection was carried out through interviews, documentation, and literature reviews. The results of the study indicate that the IMC strategy for Geopark Bayah Dome by Disbudpar Kabupaten Lebak encompasses advertising, personal selling, sales promotion, public relations, direct marketing, word-of-mouth marketing, and event marketing. Collaboration with Pokdarwis, Saidjah Adinda, Genpi, and ASITA serves as a supporting factor for marketing communication. Meanwhile, budget limitations for promotional activities remain one of the primary inhibiting factors. Integrated Marketing Communication, Promotion Mix, Geopark, Bayah Dome, Disbudpar Kabupaten Lebak.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Geopark Bayah Dome merupakan sebuah kawasan pariwisata yang memiliki potensi untuk mendunia. Saat ini Geopark Bayah Dome baru ditetapkan menjadi Geopark Nasional pada tanggal 7 Mei 2025. Dalam memanfaatkan potensi tersebut Disbudpar Kabupaten Lebak perlu melakukan strategi komunikasi pemasaran terpadu yang efektif agar dapat memikat wisatawan dan mencegah terjadinya penurunan pengunjung. Tujuan penelitian ini untuk mengetahui bagaimana penerapan Integrated marketing communication Geopark Bayah Dome oleh Disbudpar Kabupaten Lebak. Teori yang digunakan yaitu Integrated marketing communication dengan bauran promosi yang terdiri dari advertising, promotion selling, personal selling, public relations, direct marketing, word of mouth marketing, dan event marketing. Penelitian ini dilakukan dengan menggunakan pendekatan deskriptif kualitatif. Narasumber Penelitian ini merupakan sekretaris dan kepala bidang pemasaran Disbudpar Kabupaten Lebak. Pengumpulan dilakukan menggunakan teknik wawancara, dokumentasi dan studi pustaka. Dari hasil penelitian ini ditemukan strategi Integrated marketing communication Geopark Bayah Dome oleh Disbudpar Kabupaten Lebak meliputi advertising, personal selling, promotion selling, public relations, direct marketing, word of mouth marketing, dan event marketing. Kolaborasi dengan Pok Darwis, Saidjah Adinda, Genpi, ASITA menjadi faktor pendukung komunikasi pemasaran. Keterbatasan anggaran untuk melakukan promosi menjadi salah satu faktor penghambatnya. Integrated Marketing Communication, Bauran Promosi, Geopark, Bayah Dome, Disbudpar Kabupaten Lebak. | ||||||
| Uncontrolled Keywords: | Integrated Marketing Communication, Promotion Mix, Geopark, Bayah Dome, Disbudpar Kabupaten Lebak. Integrated Marketing Communication, Bauran Promosi, Geopark, Bayah Dome, Disbudpar Kabupaten Lebak. | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| 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: | Muhamad As'ari Aslan | ||||||
| Date Deposited: | 21 Jan 2026 08:52 | ||||||
| Last Modified: | 21 Jan 2026 08:52 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/57390 |
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