ANALISIS STRATEGI PROMOSI DALAM MENINGKATKAN REVISIT INTENTION DI MUSEUM SANDI YOGYAKARTA

Aniska Faradila Putri Haris, - and Rifqi Asy'ari, - and Gilang Pratama Putra, - (2025) ANALISIS STRATEGI PROMOSI DALAM MENINGKATKAN REVISIT INTENTION DI MUSEUM SANDI YOGYAKARTA. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengkaji strategi promosi yang dijalankan oleh Museum Sandi Yogyakarta dalam upaya meningkatkan niat kunjungan ulang (revisit intention) pengunjung. Melalui pendekatan kualitatif deskriptif dengan data yang diperoleh melalui wawancara, observasi, studi dokumentasi, kemudian dianalisis menggunakan kerangka SWOT. Hasil penelitian menunjukkan bahwa strategi promosi museum telah menyentuh berbagai media, khususnya media sosial, namun efektivitasnya dinilai masih terbatas karena rendahnya keterlibatan digital dan inkonsistensi penyampaian pesan. Museum Sandi berada pada posisi strategis Kuadran I dalam analisis SWOT yang menunjukkan peluang besar untuk memanfaatkan kekuatan internal guna merespons dinamika eksternal. Salah satu bentuk strategi promosi yang memberikan pengaruh signifikan terhadap peningkatan revisit intention adalah penyelenggaraan event khusus yang terbukti mampu memperkuat keterikatan emosional pengunjung terhadap pengalaman kunjungan. Temuan ini menunjukkan pentingnya promosi yang tidak hanya informatif, tetapi juga mampu menciptakan pengalaman yang partisipatif dan berkesan. This study aims to examine the promotional strategies implemented by Museum Sandi Yogyakarta to increase visitors’ revisit intention. Employing a descriptive qualitative approach, data were collected through interviews, observations, and document analysis, and then analyzed using the SWOT framework. The findings indicate that the museum’s promotional strategies have utilized various media platforms, particularly social media; however, their effectiveness remains limited due to low digital engagement and inconsistent message delivery. Based on the SWOT analysis, Museum Sandi is positioned in Quadrant I, indicating a strategic opportunity to leverage internal strengths in responding to external challenges. One promotional strategy that significantly enhances revisit intention is the organization of special events, which have proven effective in strengthening visitors’ emotional attachment to their experiences. These findings highlight the importance of promotional efforts that are not only informative but also capable of creating participatory and memorable experiences.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&user=ets00eYAAAAJ&scilu=&scisig=ACUpqDcAAAAAaIbk9Njl0wyZaxhzAnyVer7nua0&gmla=AH8HC4zQinzq6b4sCzzCvgFhPfR-RQ_iDQxnmp3lpFu681sLSt-LyMJ6GxmWG1SzX49gzAT05btudyXYDcMHaVRi6ggDmxW77OLkbiw&sciund=16138397605437591504 ID SINTA Dosen Pembimbing: Rifqi Asy'ari: 6781422 Gilang Pratama Putra: 6786959
Uncontrolled Keywords:	Strategi Promosi, Revisit Intention, Analisis SWOT, Museum. Promotion Strategy, Revisit Intention, SWOT Analysis, Museum.
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Sumedang > S1 Industri Pariwisata
Depositing User:	Aniska Faradila Putri Haris
Date Deposited:	30 Jul 2025 02:38
Last Modified:	30 Jul 2025 02:38
URI:	http://repository.upi.edu/id/eprint/134758

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