ANALISIS STRATEGI PROMOSI EVENT ESTAFET ARCAMANIK DI KOTA BANDUNG, JAWA BARAT

    Dessy Putri Firmansyah, - and Rifqi Asy'ari, - and Dally Nur Arif, - (2025) ANALISIS STRATEGI PROMOSI EVENT ESTAFET ARCAMANIK DI KOTA BANDUNG, JAWA BARAT. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk menganalisis strategi promosi kegiatan Event Estafet Arcamanik yang diselenggarakan oleh Dinas Pemuda dan Olahraga (Dispora) Provinsi Jawa Barat. Event Estafet Arcamanik merupakan acara olahraga estafet lari pertama di Kota Bandung yang menyasar komunitas lari dan masyarakat umum. Permasalahan utama yang diangkat dalam penelitian ini adalah kurang optimalnya promosi kegiatan yang menyebabkan belum meratanya informasi ke masyarakat luas. Penelitian ini menggunakan metode kualitatif deskriptif dengan pendekatan analisis SWOT serta didukung oleh matriks IFAS dan EFAS untuk merumuskan strategi. Teknik pengumpulan data dilakukan melalui wawancara dengan penyelenggara dan peserta, observasi partisipatif, serta dokumentasi. Hasil penelitian menunjukkan bahwa kekuatan Event Estafet Arcamanik terletak pada Informasi yang jelas serta dukungan dari pemerintah (Dispora) sebagai penyelenggara. Kelemahan yang ditemukan meliputi pengumuman kegiatan terlalu mendadak dan promosi yang hanya menyasar komunitas lari. Peluang yang dapat dimanfaatkan yaitu tren olahraga lari serta pengembangan acara menjadi agenda tahunan. Sementara ancaman yang dihadapi meliputi persaingan dari acara sejenis dan ketergantungan pada komunitas lari sebagai saluran utama promosi. Strategi yang dihasilkan melalui analisis SWOT antara lain memperluas jangkauan promosi, menjalin kerja sama dengan media, membuat konten visual menarik, serta memperbaiki perencanaan promosi. Dengan penerapan strategi yang tepat, Event Estafet Arcamanik berpotensi menjadi acara olahraga yang lebih inklusif, inovatif, dan berkelanjutan. This research aims to analyze the promotional strategy of the Arcamanik Relay Event organized by the Youth and Sports Office (Dispora) of West Java Province. The Arcamanik Relay is the first relay running sports Event in Bandung City targeting running communities and the general public. The main issue raised in this study is the suboptimal promotion of the Event, which leads to uneven information dissemination to the wider community. This research employs a descriptive qualitative method with a SWOT analysis approach, supported by IFAS and EFAS matrices to formulate strategies. Data collection techniques were conducted through interviews with organizers and participants, participatory observation, and documentation. The research findings show that the strength of the Arcamanik Relay lies in clear information and support from the government (Dispora) as the organizer. The weaknesses identified include sudden announcements of activities and promotions that only target the running community. Opportunities that can be exploited are the running sports trend and the development of the Event into an annual agenda. Meanwhile, the threats faced include competition from similar Events and dependence on the running community as the main promotion channel. Strategies produced through SWOT analysis include expanding promotion reach, establishing cooperation with media, creating engaging visual content, and improving promotion planning. With the implementation of appropriate strategies, the Arcamanik Relay has the potential to become a more inclusive, innovative, and sustainable sports Event.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=_DufFowAAAAJ&scilu=&scisig=ACUpqDcAAAAAaJoHD1s18P96Hg08-oFmhNkjKmU&gmla=AH8HC4zXju-36XKCW3ULUYbcU6Wdmb7RQ12kxt0mN_WS6_zyIR9fLK1ryiVWX2h3pJau_pkIatA7vsSkdVsMETClwuuak7at3dxi-jU&sciund=12248084210239304084 ID SINTA Dosen Pembimbing: Rifqi Asy'ari: 6931753 Dally Nur Arif: 6745748
    Uncontrolled Keywords: Event Olahraga, Strategi Promosi, SWOT. Sports Event, Promotion Strategy, SWOT.
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Sumedang > S1 Industri Pariwisata
    Depositing User: Dessy Putri Firmansyah
    Date Deposited: 19 Aug 2025 02:22
    Last Modified: 19 Aug 2025 02:22
    URI: http://repository.upi.edu/id/eprint/135429

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