STRATEGI PEMASARAN PADA EVENT PENGHARGAAN KEPADA MUSISI INDONESIA Studi Pada: Penghargaan Musisi Didi Kempot Sebagai Pencipta Lagu-Lagu Bertema Destinasi Pariwisata Tahun 2018

Lestari, Heni Dwi (2019) STRATEGI PEMASARAN PADA EVENT PENGHARGAAN KEPADA MUSISI INDONESIA Studi Pada: Penghargaan Musisi Didi Kempot Sebagai Pencipta Lagu-Lagu Bertema Destinasi Pariwisata Tahun 2018. Masters thesis, Sekolah Tinggi Pariwisata Ambarrukmo (STIPRAM) Yogyakarta.

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Abstract

In organizing an event, one must have various plans, one of which is planning a marketing strategy to introduce and market the event. The event will not run if it does not implement a marketing strategy. The success of an event can be determined from the application of the right marketing strategy. The purpose of this study is to find out Marketing strategies (products, prices, promotions, locations) and to find out strengths, weaknesses, opportunities and threats in the Indonesian Musicians Award Study (Study on: Musician Didi Kempot Award as Creator of Songs Themed Tourism Destinations 2018) This type of research is a descriptive study with post facto research design. The population in this study were event participants totaling 758 people. The research sample was taken using the Slovin formula and a sample of 88 people was obtained. The sampling technique using the method of accidental sampling. Research results on marketing strategies (product, price, promotion, location, market segmentation, target market, market position, strengths, weaknesses, opportunities, threats) applied to the Indonesian Musicians Award event in the Musician Didi Kempot Award as the Creator of Songs Themed Tourism Destinations in 2018 seen from the perspective of event participants to know that in the product aspect with an average of 2,725 in the good category, the price aspect with an average of 3,165 in the good category, the promotion aspect with an average of 3,053 in the good category, the location aspect with average of 2.73 in good categories, market segmentation aspects with an average of 2.65 in the good category, target market aspects with an average of 2.765 in the good category, aspects of market position with an average of 2.52 in the good category, aspects of strength with an average of 2.61 in good categories, aspects of weakness with an average of 2.81 in good categories, aspects of opportunities with an average of 2.575 in good categories, aspects a with an average of 3,023 in the good category.

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