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All Journal COMMENTATE: Journal of Communication Management KOMUNIKATA57
Rafiuddin Akil
Institut Komunikasi dan Bisnis LSPR
Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Strategy of the Majalengka Regency Tourism and Culture Office in Promoting Paragliding Tourism Destinations Prahastuti Yasmin; Mochammad Fauzul Haq; Rafiuddin Akil
COMMENTATE: Journal of Communication Management Vol. 2 No. 2 (2021): COMMENTATE: Journal of Communication Management
Publisher : Lembaga Penelitian, Publikasi dan Pengabdian kepada Masyarakat (LP3M) Institut Bisnis dan Komunikasi LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/103002220215

Abstract

This research is backgrounded by the huge potential of tourism sector in Majalengka but in fact it cannot be maximized by the government. One of the most popular tourist destinations this time is Paragliding. Although the promotion has been carried out by the local government through tourism and cultural office of majalengka, even it has been covered by national TV stations, but still the visit to paragliding is only dominated by local tourists. This is a problem because paragliding tourist destination is like march in place  even though the promotions have been made. This study explored using marketing communication theory that focuses on 5 dimensions of the promotion mix, namely: advertising, direct marketing, personal selling, sales promotion, and public relations. In addition, the concept of promotion strategy that divides into two types, namely: push strategy and pull strategy is used to determine the promotion strategy applied by the tourism and culture office of Majalengka. The concept of tourist destinations that focuses on 5 variables: attraction, accessibility, amenities, ancillary services, and institutions are used to explore paragliding tourism destination itself. The research was carried out with a qualitative methodology of constructivism paradigm. The results showed that the tourism and culture department of Majalengka did not run maximally the promotion mix as it should be, advertising was not carried out continuously and periodically, public relations was not conducted, direct marketing was still done in traditional ways such as the use of pamphets and CDs.
STRATEGI KOMUNIKASI PEMASARAN UMKM INDUSTRI FESYEN DISTRO DI INDONESIA Rafiuddin Akil
KOMUNIKATA57 Vol 2 No 1 (2021): KOMUNIKATA57
Publisher : FISIP IBI-K57 Prodi Komunikasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (317.911 KB) | DOI: 10.55122/kom57.v2i1.232

Abstract

Dunia industri fesyen terutama distro begitu mewabah di Indonesia dan turut mewarnai perkembangan ekonomi negara. Perlu strategi komunikasi pemasaran jitu bagi pelaku UMKM industri distro agar bisa tetap hidup dalam persaingan dengan industri fesyen global. Penelitian ini bertujuan ingin mengetahui strategi komunikasi pemasaran UMKM industri distro di Indonesia, apa kelebihan dan kekurangan yang ada. Penelitian menggunakan kajian teoretik komunikasi pemasaran, bauran pemasaran, komunikasi strategi dan taktik dan analisis manajemen strategik. Metode penelitian dengan menggunakan pengolahan data kualitatif, pengumpulan dengan wawancara mendalam dan analisis menggunakan model SOSTAC (Situation Objectives, Strategy, Tactics, Action dan Controlling). Temuan penelitian menunjukkan bahwa strategi komunikasi pemasaran keintiman dan kekeluargaan digunakan dalam industri fesyen distro ini, terutama dalam penggunaan WOMM (Word of Mouth Marketing). Kelemahan penerapan Pull Strategy dalam komunikasi belum optimal dan masih sekedar ada, demikian juga dengan masalah modal yang masih sangat minim dalam upaya meningkatkan upaya industri fesyen lokal distro.
Co-Authors Mochammad Fauzul Haq Prahastuti Yasmin