| dc.contributor.advisor | | |
| dc.contributor.author | APRILIANI, RISKI | |
| dc.date.accessioned | 2019-03-21T07:09:33Z | |
| dc.date.available | 2019-03-21T07:09:33Z | |
| dc.date.issued | 2019-03-11 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/25807 | |
| dc.description | Pelaksanaan event Jogja International Batik Biennale (JIBB) 2018 merupakan suatu acara dua tahunan yang diselenggarakan oleh Dewan Kerajinan Nasional DIY atas perolehan predikat Yogyakarta World Batik City. Pelaksanaan event yang kompleks mengundang berbagai upaya untuk melakukan strategi promosi agar masyarakat luas aware pada perolehan predikat tersebut dan terus melestarikan kerajinan batik. Tujuan penelitian ini untuk mengetahui bagaimana strategi promosi yang dilakukan untuk meningkatkan awareness masyarakat terhadap predikat Yogyakarta World Batik City. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan pengumpulan data melalui in-depth interview, studi literatur, dokumentasi, dan data pendukung. Terdapat tiga aspek yang menjadi acuan peneliti, yaitu konsep strategi promosi event, tahapan strategi promosi oleh Dekranas DIY, dan hasil implementasi aspek komunikasi dalam mempromosikan event. Hasil dari penelitian ini menyatakan bahwa event JIBB 2018 merupakan bentuk cultural event yang bersifat Art-form festival yakni menampilkan hasil seni kepada pengunjung dan pada saat yang sama dapat dilakukan diskusi, atau latihan singkat tentang seni tersebut. Strategi promosi event JIBB 2018 dilakukan dengan tahapan membagi target audiens, mengirim undangan, Roadshow, menyelenggarakan event Road To JIBB, placement media, konten, dan menetapkan timeline. Bauran promosi yang paling dominan yakni menggunakan media sosial Instagram dimana melakukan Instagram Ads, serta terdapat perancangan konten kreatif yang bekerjasama dengan influencer. Selain itu diterapkan bauran promosi seperti advertising dengan sifat pervasiveness, public relations dengan press luncheon, personal selling, direct marketing. Serta terdapat bentuk promosi yang unik yakni melakukan branding pada alat transportasi online Grab maupun transportasi umum seperti Trans Jogja. Namun Dekranas DIY belum menerapkan riset dan evaluasi. | en_US |
| dc.description.abstract | Jogja International Batik Biennale (JIBB) 2018 event is a biennial event that organized by the Dewan Kerajinan Nasional DIY. The purpose of that event is to preserve the predicate Yogyakarta World Batik City. The complex implementation of this event generate various efforts such as the promotion strategy. Those strategies make public aware of the acquisition of these predicate and continue to preserve Batik handicrafts. The purpose of this research was to find out how the promotion strategy was carried out to increase public awareness of the predicate Yogyakarta World Batik City. The research method used is descriptive qualitative by collecting data through in-depth interviews, literature studies, documentation, and supporting data. There are three aspects that become a reference for researchers, the concept of event promotion strategies, stages of promotion strategy by Dekranas DIY, and the results of the implementation communication aspects in promoting the event. The results of this research is that the JIBB 2018 event is a cultural event which is an art-form festival, which displays the results of arts to visitors and at the same time can discuss about the arts, or practice about the art. The promotion strategy for the JIBB 2018 event was carried out with several stages. The stages are dividing the target audience, sending invitations, Roadshows, organizing Road To JIBB events, media placement, content, and timeline. The most dominant promotional mix is using Instagram where doing Instagram Ads, and there are creative content designs that work with influencers. More over there are promotion mix strategy are implemented such as advertising with character of pervasiveness, public relations with press luncheon, personal selling, direct marketing, One of the unique strategy of promotion that is branding on Grab's online transportation and public transportation, Trans Jogja. The lack ness of the strategy from Dekranas DIY has not applied research and evaluation | en_US |
| dc.publisher | FAKULTAS ILMU SOSIAL DAN POLITIK UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | Promotion Strategy, Event, Awareness | en_US |
| dc.title | STRATEGI PROMOSI EVENT JOGJA INTERNATIONAL BATIK BIENNALE 2018 UNTUK MENINGKATKAN AWARENESS “YOGYAKARTA WORLD BATIK CITY” | en_US |
| dc.type | Thesis
SKR
FISIP
128 | en_US |
