Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Pena Justisia: Media Komunikasi dan Kajian Hukum
Farida Farida
Faculty of Communication Sciences, Universitas Dr. Soetomo, Indonesia
Law, Crime, Criminology & Criminal Justice

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Digital Communication Strategy and Implementation of Experiential Marketing at the Surabaya City Museum Farida Farida; Zulaikha Zulaikha; Ahmadi Ahmadi; Nurul Suhesti; Veronika Nugraheni Sri Lestari technology; Yuzril Fadhil Muhammad technology
Pena Justisia: Media Komunikasi dan Kajian Hukum Vol. 25 No. 1 (2026): Pena Justisia
Publisher : Faculty of Law, Universitas Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31941/pj.v25i1.7914

Abstract

Digital transformation encourages museums to build more relevant interactions with audiences through digital media-based communication strategies. This study aims to describe digital communication strategies and identify experiential marketing practices implemented by museums in the city of Surabaya. Using a descriptive qualitative approach, data were collected through in-depth interviews with museum managers, observation of Instagram content (@musea.surabaya) and the official website (musea.surabaya.go.id), as well as documentation studies. The results of the study indicate that museum digital communication is primarily focused on enhancing public education, engagement, image enhancement, and promoting city tourism. Storytelling has been used through character narratives and collection visualizations, but it has not been structured creatively and emotionally. Experiential marketing practices are present in the dimensions of sense, feel, think, act, and relate, but they have not been managed in an integrated manner. These findings emphasize the need for creative guidelines, strengthening digital human resource competencies, and data-based evaluation to improve the quality of the museum's digital experience.
Co-Authors Ahmadi Ahmadi Nurul Suhesti Veronika Nugraheni Sri Lestari technology Yuzril Fadhil Muhammad technology Zulaikha Zulaikha