Adiah Ajeng Restianja, - (2022) ANALISIS STRATEGI PEMASARAN DIGITAL BAGI MUSEUM SENI KONTEMPORER DI ERA NEW NORMAL: Studi Kasus pada Galeri Nasional Indonesia dan Museum MACAN di Jakarta. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
ABSTRAK Museum seni kontemporer merasakan dampak pandemi Covid-19. Menyikapi hal tersebut dilakukan penelitian dalam merencanakan pemasaran digital yang strategis dan efektif sebagai upaya untuk mempertahankan kelangsungan operasional dan tetap memberikan pelayanan terbaik bagi wisatawan. Pendekatan yang digunakan adalah metode penelitian kualitatif dengan jenis penelitian studi kasus. Teknik pengumpulan yang digunakan adalah melakukan wawancara terhadap pengelola Galeri Nasional Indonesia dan Museum MACAN sebagai museum seni kontemporer yang memberikan contoh baik dalam memanfaatkan media digital. Selain itu, dilakukan wawancara dengan teknik delphi kepada ahli pemasaran, ahli pariwisata, dan ahli museum. Dilakukan juga observasi dan desk study dalam mendukung penelitian ini. Hasil penelitian ini memberikan rekomendasi strategi pemasaran digital bagi museum seni kontemporer dengan fokus pada alat pemasaran digital berupa situs web, pemasaran media sosial, pemasaran mesin pencari, dan pemasaran email. ABSTRACT Contemporary art museums are feeling the impact of Covid-19 pandemic. In response to this, research was carried out in planning strategic and effective digital marketing as an effort to maintain operational continuity and remain to provide the best service for tourists. The approach used is a qualitative research method with the type of case study research. The techniques in data collection used interviews with the managers of Galeri Nasional Indonesia dan Museum MACAN as a contemporary art museum that provides good example of appropriate digital media. In addition, the delphi technique was conducted to marketing expert, tourism expert, and museum expert. Observation and desk study were also conducted to support this research. The results of this study provide the direction of digital marketing strategies for contemporary art museums with focus on digital marketing tools in the form of website, social media marketing, search engine marketing, and email marketing.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Yeni Yuniawati, S.Pd., M.M. Shandra Rama Panji Wulung, S.Par., M.P.Par. |
| Uncontrolled Keywords: | Museum, Pemasaran Digital, Pariwisata, New Normal, Digital Marketing, Tourism, New Normal |
| Subjects: | A General Works > AM Museums (General). Collectors and collecting (General) G Geography. Anthropology. Recreation > GV Recreation Leisure L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata |
| Depositing User: | Adiah Ajeng Restianja |
| Date Deposited: | 28 Mar 2022 06:58 |
| Last Modified: | 28 Mar 2022 06:58 |
| URI: | http://repository.upi.edu/id/eprint/71496 |
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