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Abstrak :
Museum merupakan organisasi non-profit yang membutuhkan pengunjung sehingga perlu melakukan kegiatan pemasaran. Museum kini bukan lagi sekadar tempat penyimpanan benda-benda kuno yang pasif, melainkan sebagai sarana bermain dan belajar interaktif bagi semua kalangan. Penelitian ini dilakukan untuk menganalisis kesenjangan (gap analysis) antara persepsi konsumen dan persepsi manajemen terkait kesadaran merek (brand awareness) museum yang dilihat dari enam elemen komunikasi pemasaran terpadu (integrated marketing communication), yaitu: periklanan (advertising), hubungan masyarakat (public relations), penjualan personal (personal selling), promosi penjualan (sales promotion), pemasaran langsung (direct marketing), pemasaran internet (internet marketing). Penelitian ini menggunakan pendekatan kualitatif agar mampu memahami secara mendalam mengenai strategi komunikasi pemasaran terpadu dengan terlibat langsung dengan museum sebagai subjek penelitian. Paradigma post-positivism juga digunakan untuk mengungkapkan asumsi mengenai adanya gap pada strategi komunikasi pemasaran museum, antara pihak manajemen dan pengunjung museum. Gap-gap tersebut ditemukan dari hasil triangulasi dalam melakukan analisis data, yang dilakukan dengan cara melakukan korelasi dengan teori dan konsep yang digunakan, kemudian disajikan dalam bentuk narasi deskriptif agar lebih mudah dipahami. Setelah itu, dianalisis menggunakan open, selective, axial coding. Gap yang ditemukan dalam strategi komunikasi pemasaran dapat diminimalisir dengan cara melakukan evaluasi terbuka, demi menjangkau masyarakat yang lebih luas. ...... Museum is a non-profit organization that needs visitors so it needs to do marketing activities. The museum is now no longer just a passive storage of ancient objects, but as a means of interactive learning and play for all people. This research was conducted to analyze the gap between consumer perceptions and management perceptions related to brand awareness seen from six elements of integrated marketing communication, namely: advertising, public relations, personal selling, sales promotion, direct marketing, internet marketing. This study uses a qualitative approach to be able to understand deeply about integrated marketing communication strategies by directly engaging with museums as research subjects. The post-positivism paradigm is also used to express assumptions about gaps in the museum's marketing communication strategy, between management and museum visitors. These gaps are found from the results of triangulation in conducting data analysis, which is done by correlating with the theories and concepts used, then presented in the form of descriptive narrative to make it easier to understand. After that, analyzed using open, selective, axial coding. The gap found in marketing communication strategies can be minimized by conducting open evaluations, in order to reach the wider community.

Abstrak :
[Penelitian mengenai menara gereja Protestan tahun 1901-1942 di Jakarta, Bandung, Semarang, dan Surabaya dilakukan karena menara gereja dapat memperlihatkan ciri arsitektur kolonial. Dua belas menara gereja dipakai dan menjadi sumber data pnelitian ini, yaitu dua menara GPIB Pniel-Jakarta, empat menara GPIB Koinonia-Jakarta, satu menara GPIB Paulus-Jakarta, satu menara GPIB Bethel-Bandung, satu menara GPIB Maranatha-Bandung, satu menara GKI Taman Cibunut-Bandung, satu menara GKI Gereformeerd-Semarang, dan satu menara GPIB Immanuel-Surabaya. Semuanya merupakan menara gereja Protestan yang dibangun pada masa Hindia Belanda. Penelitian ini diawali dengan pengumpulan data dengan cara mendeskripsikan unsur bangunan yang dijadikan unit analisis, yaitu menara gereja serta komponen bangunan yang ada padanya. Kemudian dilanjutkan dengan menganalisisnya dengan cara memperbandingkan dan melihat persamaan dan perbedaannya. Penarikan kesimpulan dilakukan dengan mengintegrasikan komponen yang ada pada menara gereja. Hasil penelitian menunjukkan bahwa menara gereja Protestan tahun 1901-1942 di Jakarta, Bandung, Semarang, dan Surabaya bercirikan arsitektur Indis dan Art Deco, terlihat dari komponen bentuk, ukuran, denah, pintu, jendela, lubang ventilasi, ornamen, serta lonceng atau jam.;This research on tower of the Protestant church in 1901-1942 in Jakarta, Bandung, Semarang and Surabaya is conducted since church tower is considered as one of architectural components that can show the characteristic of colonial architecture. Twelve church towers are taken as the subject of this research, namely two church towers of GPIB Pniel-Jakarta, four church towers of GPIB Koinonia-Jakarta, one church tower of GPIB Paulus-Jakarta, one church tower of GPIB Bethel-Bandung, one church tower of GPIB Maranatha-Bandung, one church tower of GKI Taman Cibunut-Bandung, one church tower of GKI Gereformeerd-Semarang, and one church tower of GPIB Immanuel-Surabaya. These churches are built during the Dutch East Indies period. This research started with collecting data in the way making description of data collected from churches tower and its components. Data that are collected is analysed by comparing to see the similarities and differences, and conclusion is done by integrating the components revealed from it. This research result shows that Protestant church tower from 1901-1942 period in Jakarta, Bandung, Semarang, and Surabaya are characterized by Indis architecture and Art Deco components that can be seen on the shape, size, layout, door, window, ventilation holes, ornaments, and bell or clock.;This research on tower of the Protestant church in 1901-1942 in Jakarta, Bandung, Semarang and Surabaya is conducted since church tower is considered as one of architectural components that can show the characteristic of colonial architecture. Twelve church towers are taken as the subject of this research, namely two church towers of GPIB Pniel-Jakarta, four church towers of GPIB Koinonia-Jakarta, one church tower of GPIB Paulus-Jakarta, one church tower of GPIB Bethel-Bandung, one church tower of GPIB Maranatha-Bandung, one church tower of GKI Taman Cibunut-Bandung, one church tower of GKI Gereformeerd-Semarang, and one church tower of GPIB Immanuel-Surabaya. These churches are built during the Dutch East Indies period. This research started with collecting data in the way making description of data collected from churches tower and its components. Data that are collected is analysed by comparing to see the similarities and differences, and conclusion is done by integrating the components revealed from it. This research result shows that Protestant church tower from 1901-1942 period in Jakarta, Bandung, Semarang, and Surabaya are characterized by Indis architecture and Art Deco components that can be seen on the shape, size, layout, door, window, ventilation holes, ornaments, and bell or clock.;This research on tower of the Protestant church in 1901-1942 in Jakarta, Bandung, Semarang and Surabaya is conducted since church tower is considered as one of architectural components that can show the characteristic of colonial architecture. Twelve church towers are taken as the subject of this research, namely two church towers of GPIB Pniel-Jakarta, four church towers of GPIB Koinonia-Jakarta, one church tower of GPIB Paulus-Jakarta, one church tower of GPIB Bethel-Bandung, one church tower of GPIB Maranatha-Bandung, one church tower of GKI Taman Cibunut-Bandung, one church tower of GKI Gereformeerd-Semarang, and one church tower of GPIB Immanuel-Surabaya. These churches are built during the Dutch East Indies period. This research started with collecting data in the way making description of data collected from churches tower and its components. Data that are collected is analysed by comparing to see the similarities and differences, and conclusion is done by integrating the components revealed from it. This research result shows that Protestant church tower from 1901-1942 period in Jakarta, Bandung, Semarang, and Surabaya are characterized by Indis architecture and Art Deco components that can be seen on the shape, size, layout, door, window, ventilation holes, ornaments, and bell or clock.;This research on tower of the Protestant church in 1901-1942 in Jakarta, Bandung, Semarang and Surabaya is conducted since church tower is considered as one of architectural components that can show the characteristic of colonial architecture. Twelve church towers are taken as the subject of this research, namely two church towers of GPIB Pniel-Jakarta, four church towers of GPIB Koinonia-Jakarta, one church tower of GPIB Paulus-Jakarta, one church tower of GPIB Bethel-Bandung, one church tower of GPIB Maranatha-Bandung, one church tower of GKI Taman Cibunut-Bandung, one church tower of GKI Gereformeerd-Semarang, and one church tower of GPIB Immanuel-Surabaya. These churches are built during the Dutch East Indies period. This research started with collecting data in the way making description of data collected from churches tower and its components. Data that are collected is analysed by comparing to see the similarities and differences, and conclusion is done by integrating the components revealed from it. This research result shows that Protestant church tower from 1901-1942 period in Jakarta, Bandung, Semarang, and Surabaya are characterized by Indis architecture and Art Deco components that can be seen on the shape, size, layout, door, window, ventilation holes, ornaments, and bell or clock., This research on tower of the Protestant church in 1901-1942 in Jakarta, Bandung, Semarang and Surabaya is conducted since church tower is considered as one of architectural components that can show the characteristic of colonial architecture. Twelve church towers are taken as the subject of this research, namely two church towers of GPIB Pniel-Jakarta, four church towers of GPIB Koinonia-Jakarta, one church tower of GPIB Paulus-Jakarta, one church tower of GPIB Bethel-Bandung, one church tower of GPIB Maranatha-Bandung, one church tower of GKI Taman Cibunut-Bandung, one church tower of GKI Gereformeerd-Semarang, and one church tower of GPIB Immanuel-Surabaya. These churches are built during the Dutch East Indies period. This research started with collecting data in the way making description of data collected from churches tower and its components. Data that are collected is analysed by comparing to see the similarities and differences, and conclusion is done by integrating the components revealed from it. This research result shows that Protestant church tower from 1901-1942 period in Jakarta, Bandung, Semarang, and Surabaya are characterized by Indis architecture and Art Deco components that can be seen on the shape, size, layout, door, window, ventilation holes, ornaments, and bell or clock.]