PENERAPAN BAURAN PROMOSI FESTIVAL KRESNAYANA OLEH DINAS KEBUDAYAAN DAN PARIWISATA KABUPATEN BLITAR

Tegar Bintang Satria Buana. 202010040311551. Marketing Communication Strategy (Promotion mix) for the Kresnayana Festival (Study by the Blitar Regency Culture and Tourism Office) Thesis
This study aims to determine the marketing communication strategy implemented by the Blitar Regency Culture and Tourism Office in promoting the Kresnayana Festival. This festival is a drama performance that tells the story of Kresna based on the reliefs of Penataran Temple as a cultural attraction and a means of promoting local tourism. The approach used in this study is descriptive qualitative with in-depth interviews with three key informants, field observations, and documentation. The results of the study show that the marketing communication strategy for the Kresnayana Festival is carried out through the use of a promotional mix consisting of advertising, sales promotion, public relations, personal selling, and direct marketing. The main channels used include social media (Instagram, TikTok, YouTube), print publications, and direct promotion to schools and local communities. The social media strategy was used intensively prior to the festival, although content management was inconsistent throughout the year. The main obstacles faced were limited human resources and budget, as well as the absence of a quantitative promotion evaluation system. Nevertheless, the strategy proved to be effective in building enthusiasm.