Febiningtias, Ocsta (2024) AKTIVITAS KOMUNIKASI PEMASARAN DALAM PELAKSANAAN EVENT (Studi pada event Cengkrama Pinus oleh Taman Pinus Campervan Park). Undergraduate thesis, Universitas Muhammadiyah Malang.
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Abstract
The tourism sector is one of the strategic leading sectors in national development. For example, the tourism phenomenon in Indonesia is Batu City with its abundant natural resources. One of the camping ground tourist destinations in Batu City, namely Taman Pinus Campervan Park, in August 2023 held an event entitled 'Cengkrama Pinus' as one of its marketing media. In the implementation of the event, of course, there are various activities carried out including communication activities in marketing it. This study was conducted to determine and describe marketing communication activities in the implementation of the Cengkrama Pinus event. This study used a qualitative approach and Kotler and Keller's marketing communication mix theory. The data collection technique used was through interviews and documentation with the determination of research subjects using purposive sampling techniques. The validity test of the research data was carried out with a combination of method triangulation and data source triangulation. The results of the study showed that in the implementation of the Cengkrama Pinus event, marketing communication activities were implemented consisting of the use of ads, telemarketing, special pricing, audience interactivity on social media, and cooperative relationships with parties in logistics and publicity needs. In the study it was also found that the implementation of an event can be a medium to reach new target markets for Taman Pinus Campervan Park. The conclusion of the study is that there are marketing communication activities including advertising, direct marketing, sales promotion, interactive marketing, and public relations and publicity that have been carried out in the implementation of the Cengkrama Pinus event and are dominated by the use of digital media technology. The marketing communication activities that have been carried out can be a factor in achieving the target quota of Cengkrama Pinus event participants so that the event can be carried out properly.
Item Type: | Thesis (Undergraduate) |
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Student ID: | 202010040311196 |
Keywords: | Event, Marketing, Communication Activities, Marketing Communication, Marketing Communication Mix |
Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
Divisions: | Faculty of Social and Political Science > Department of Communication Science (70201) |
Depositing User: | 202010040311196 ocstafebiningtias |
Date Deposited: | 31 Jan 2025 07:01 |
Last Modified: | 03 Feb 2025 09:02 |
URI: | https://eprints.umm.ac.id/id/eprint/14000 |