STRATEGI KOMUNIKASI PEMASARAN EVENT WAYANG JOGJA NIGHT CARNIVAL #7 DINAS PARIWISATA KOTA YOGYAKARTA

Ayuningratri, Rachel Sisca Retno (2023) STRATEGI KOMUNIKASI PEMASARAN EVENT WAYANG JOGJA NIGHT CARNIVAL #7 DINAS PARIWISATA KOTA YOGYAKARTA. Other thesis, UPN "Veteran" Yogyajarta.

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Abstract

xiii
ABSTRAK
Event Wayang Jogja Night Carnival (WJNC) merupakan event tahunan yang
diselenggarakan oleh Kota Yogyakarta bersamaan dengan Hari Ulang Tahun Kota
Yogyakarta. Event WJNC #1 atau pertama kali diadakan tahun 2016. Event Wayang
Jogja Night Carnival #5 dan #6 pada tahun 2020 dan 2021 dilaksanakan secara hybrid
dikarenakan terjadi pandemic covid-19. Pada tahun 2022 WJNC kembali digelar secara
offline, sehingga dibutuhkan strategi khusus untuk menarik dan mengingatkan kembali
dilaksanakannya event WJNC kepada tiap-tiap kemantren dan para pengunjung.
Tujuan penelitian ini untuk mengetahui strategi komunikasi pemasaran event pada
event WJNC #7 oleh Dinas Pariwisata Kota Yogyakarta. Penelitian ini menggunakan
metode kualitatif dengan metode pengumpulan data, melalui wawancara, observasi,
dan data sekunder. Hasil penelitian menunjukkan bahwa dalam strategi komunikasi
pemasaran dilakukan menggunakan bauran komunikasi pemasaran dan konsep event
marketing. Konsep event Marketing menggunakan 5P yaitu Product, Price, Place,
Public Relations dan Positioning. Strategi komunikasi pemasaran dalam bauran
komunikasi pemasaran menggunakan tiga dari lima elemen bauran yaitu periklanan,
pemasaran langsung, dan publisitas. Dengan tiga kombinasi bauran komunikasi
pemasaran yang sudah dilakukan dapat menghasilkan 20.000 audience yang hadir
secara langsung. Dari hasil capaian tersebut Dinas Pariwisata dikategorikan berhasil
dalam merencanakan dan melaksanakan Strategi Komunikasi Pemasaran WJNC #7.
Kata Kunci: Strategi Komunikasi Pemasaran, Event Marketing, WJNC#7
xiv
ABSTRACT
The WJNC event is an annual event held in the City of Yogyakarta in conjunction with the
Birthday of the City of Yogyakarta. WJNC Event #1 or the first time it was held in 2016. The
Wayang Jogja Night Carnival #5 and #6 events in 2020 and 2021 were carried out in a hybrid
manner due to the Covid-19 pandemic. In 2022 WJNC will be held offline again, so a special
strategy is needed to attract and remind each of the Kemantren and visitors to hold the WJNC
event again. The purpose of this study was to find out the event marketing communication
strategy that had been implemented at the WJNC #7 event by the Yogyakarta City Tourism
Office. This study uses qualitative methods by collecting data, through interviews, observation,
and secondary data. The results of the research show that the marketing communication
strategy planning is carried out using the marketing communication mix and the concept of
event marketing. The marketing event concept uses 5P namely Product, Price, Place, Public
Relations and Positioning. The marketing communication strategy in the marketing
communication mix uses three of the five elements of the mix, namely advertising, direct
marketing and publicity. With the three combinations of the marketing communication mix that
have been carried out, it can produce 20,000 audiences who attend directly. From the results
of these achievements the Tourism Office was categorized as successful in managing the WJNC
#7 Marketing Communication Strategy.
Keywords: Marketing Communication Strategy, Event Marketing, WJNC#7

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Marketing Communication Strategy, Event Marketing, WJNC#7
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Eko Yuli
Date Deposited:	08 Jun 2023 01:39
Last Modified:	08 Jun 2023 01:39
URI:	http://eprints.upnyk.ac.id/id/eprint/35828

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