ABSTRAKTesis ini mendeskripsikan Program Promosi “Enjoy Jakarta” yang dilakukan
oleh Dinas Pariwisata dan Kebudayaan Provinsi DKI Jakarta dalam upayanya
mempromosikan pariwisata di DKI Jakarta. Penelitian ini mendeskripsikan
strategi komunikasi yang digunakan yaitu Integrated Marketing Communication
(IMC) pada bauran New Media (Internet) dan Sponsorship. Penelitian ini adalah
penelitian kualitatif dengan desain deskriptif. 2 jenis metode pengumpulan data
yaitu data primer dan data sekunder digunakan dalam pengumpulan data
penelitian ini dan metode analisis data dilakukan dengan cara mengolah data
yang didapat dari wawancara, data lapangan dan studi pustaka sehingga dapat
memberikan gambaran yang lengkap. Berdasarkan hasil penelitian, peneliti
menemukan bahwa Program Promosi “Enjoy Jakarta” di Dinas Pariwisata dan
Kebudayaan Provinsi DKI Jakarta dijalankan di bagian promosi dan tidak adanya
bagian humas di struktur organisasi namun ada di kegiatan operasional.
Hambatan-hambatan yang dihadapi dalam melaksanakan Program Promosi
“Enjoy Jakarta” di Dinas Pariwisata dan Kebudayaan Provinsi DKI Jakarta
diantaranya keterbatasan dana dan sumber daya manusia yang kompeten untuk
menjalankan program tersebut.
ABSTRAKThis thesis discuss the Enjoy Jakarta Promotional Program in Jakarta Tourism and
Culture Office, in order to promote tourism in DKI Jakarta. This thesis describe
the strategy used which is Integrated Marketing Communication, specifically on
two aspects, New Media (Internet) and Sponsorship. This research was conducted
with descriptive design and was a qualitative design. This research used Two
types of data collection methods, they are primary data and secondary data and
methods of analysis of data was done by processing data obtained from
interviews, literature studies and field data so as to provide a complete picture.
Based on the results of the study, researchers found that Enjoy Jakarta
Promotional Program was conducted by Promotional Office in Jakarta Tourism
and Culture Office and was absence of Public Relations Office in the
organizational structure but exist in operational activities. Constraints faced in
exercising the Enjoy Jakarta Promotional Program were budget constraints and
competent human resources to run the program.
T41721-Anggie Dwiyana Putri.pdf :: Unduh