CD Skripsi

Strategi Komunikasi Pemasaran Dinas Kebudayaan Provinsi Riau Dalammeningkatkan Kunjungan Wisatawan Museum Sang Nila Utama

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In 2019, Museum Sang Nila Utama experienced an increase in the number of visitors, reaching approximately 31,378 visitors. However, since the onset of the Covid-19 pandemic, the museum saw a decline in visitors due to its closure in 2020. After entering the new normal era at the end of 2021, the museum reopened and has been operational ever since. This situation highlighted the need for a marketing communication strategy by the Riau Provincial Department of Culture. The purpose of this study is to identify the product, pricing, distribution, and promotional strategies used by the Riau Department of Culture to increase visitor numbers to Museum Sang Nila Utama.
This study uses a qualitative method with a descriptive approach. The study takes place at the Sang Nila Utama Museum. There are five informants selected using purposive and accidental sampling techniques. Data was collected through interviews, observations, and documentation. The data analysis process includes data collection, data reduction, data presentation, and drawing conclusions. the validity of the data use triangulation techniques.
The research findings show the marketing communication strategy of the Riau Provincial Department of Culture. The first strategy is the use of products as an educational tool to introduce the history and culture of the Riau community. The second strategy uses a relatively low price. The third strategy uses distribution (place), where the Riau Provincial Department places the museum’s products with a clear storyline to help visitors understand the context of history and culture. The fourth strategy is promotion. The Department of Culture is developing promotions through several online media platforms like YouTube and Facebook, as well as direct activities such as "spending the night at the museum," learning together at the museum, and traditional game demonstrations.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001110141

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001110141

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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