STRATEGI KOMUNIKASI PEMASARAN TAMAN HOBI PESONA WANAJAYA CIBITUNG DALAM MEMBANGUN BRAND AWARENESS

Nugraha, Dimas Aditya (2023) STRATEGI KOMUNIKASI PEMASARAN TAMAN HOBI PESONA WANAJAYA CIBITUNG DALAM MEMBANGUN BRAND AWARENESS. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

The manager of the Pesona Wanajaya Hobbyist Park tour is carrying out a promotion to increase the number of visits and inform about the Pesona Wanajaya Hobbyist Park tour in Bekasi Regency. The purpose of this study is to determine the marketing communication strategy of Pesona Wanajaya Hobby Park in building brand awareness. The Cibitung area which is not known as a tourism but is known as an industrial city, that image would like to add, that in Cibitung there is not only an industrial city but also has good tourist attractions to visit. The method used in this research is descriptive qualitative. The theory used in this research is integrated marketing communication (IMC), the strategy used by Pesona Wanajaya Cibitung Hobi Tourism Park in building Brand Awarnees namely advertising, direct marketing, sales promotion, personal selling, interactive marketing, public relations, word of mouth marketing. The Pesona Wanajaya Hobby Park Tourism is more dominant using word of mouth marketing, managers can provide information to friends, family and the community about the existence of this tour, also assisted by promotions from influencers through the online media Instagram. Then interactive marketing tourism manager Pesona Wanajaya Hobby Park uses social media Instagram as a promotional media tool that can provide information with fast and efficient dissemination. for internal websites or external websites that help with information about the Pesona Wanajaya Hobbyist Park tour. Then it is hoped that future researchers can use this study as a guide for topics or focuses related to research locations. If you want to continue research in the same place, it is hoped that future researchers can expand the personal branding aspect.

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