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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