IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN TERPADU EVENT TARI KECAK DI TMII

Mohammad Abdhan Ar Rizky, . (2026) IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN TERPADU EVENT TARI KECAK DI TMII. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Cultural tourism requires a consistent integrated marketing communication strategy to ensure that cultural values are effectively conveyed while simultaneously attracting visitor interest. Taman Mini Indonesia Indah (TMII) has implemented the Kecak Dance attraction, “The Mystical Kecak Dance,” as a regular performance to strengthen its positioning as a cultural tourism destination; however, scholarly studies examining the implementation of Integrated Marketing Communication (IMC) strategies for cultural events at TMII remain limited. This study aims to analyze how the Sales & Commercial Department of TMII implements an Integrated Marketing Communication (IMC) strategy in promoting the Kecak Dance event to stimulate visitors’ intention to visit among the general public. This research employs a descriptive qualitative approach, with data collected through interviews, observations, and documentation. The findings indicate that IMC is operationally implemented through six elements of the promotional mix: advertising, sales promotion, events and experiences, public relations and publicity, personal selling, and direct marketing. The process involves broad audience segmentation (family and corporate segments), the integration of online and offline channels, performance evaluation, and feedback mechanisms. These efforts generate positive outcomes, including high audience occupancy, strong social media engagement, and the formation of a modern cultural tourism image, although gaps remain in data-driven direct marketing practices.

Item Type:	Thesis (Skripsi)
Additional Information:	{No. Panggil: 2210411243} {Pembimbing: Ratu Nadya Wahyuningratna} {Penguji 1: Windhi Tia Saputra} {Penguji 2: Puri Bestari Mardani}
Uncontrolled Keywords:	Keywords: Integrated Marketing Communication, strategy implementation, cultural tourism, Kecak Dance, TMII.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User:	MOHAMMAD ABDHAN AR-RIZKY
Date Deposited:	01 Apr 2026 04:19
Last Modified:	01 Apr 2026 04:19
URI:	http://repository.upnvj.ac.id/id/eprint/42903

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