STRATEGI KOMUNIKASI PEMASARAN DALAM MENARIK MINAT KONSUMEN MILLENNIAL MELALUI VENUE SEVENSKY DI LIPPO MALL JOGJA 2017-2018
Abstract
In this research, the researcher discussed the marketing communication
strategy in attracting the interest of millennial consumers through Sevensky
venue in Lippo Mall Jogja in 2017- 2018. Sevensky venue is the facility provided
by Lippo Mall Yogyakarta as a new culinary destination, eating place, and
tourism object with new atmosphere. The research aimed to find out the how the
stages of the marketing communication strategy attracted the interest of
millennial consumers through Sevensky venue and to discover the obstructing
and supporting factors in implementing the marketing communication strategy in
attracting the interest of millennial consumers through Sevensky venue. The
method of the research was descriptive qualitative. The source of the data was
taken from primary data obtained from in-depth interview with Marketing
Communication and Advertising and Promotion supervisor of Lippo Mall Jogja,
and 6 (six) visitors of Sevensky venue. The secondary data were obtained from
the internet and documents. The data validity test used triangulation that
compared and rechecked the accuracy of information obtained through different
and time and equipment in qualitative research. The media used were offline
media with radio, billboard and indoor poster and online media with Instagram.
The result of the research showed that the marketing communication strategy
through Instagram could increase the number of the visitors. Instagram account of
Sevensky venue contained various picture spots, food, and events, in which
people could post criticism and suggestion. Besides, the account informed about
how the people could enjoy Sevensky venue comfortably. It could attract the
customers’ interest Sevensky venue especially millennial generation to visit.
However, it should be thought that offline media were supposed to be maximized
so that there would be more millennial generation who knew about Sevensky
venue and visited it, and more community that joined Sevensky venue.