Perumusan Strategi Pemasaran Dunia Air Tawar Taman Mini Indonesia Indah Melalui Analisis Matriks SWOT dan Matriks Internal Eksternal

Poerwantoro, Redika Valiant (2017) Perumusan Strategi Pemasaran Dunia Air Tawar Taman Mini Indonesia Indah Melalui Analisis Matriks SWOT dan Matriks Internal Eksternal. Sarjana thesis, Universitas Brawijaya.

Abstract

Jakarta memiliki beragam tempat wisata, contohnya adalah Taman Mini "Indonesia Indah"(TMII), Ragunan, dan Monumen Nasional. TMII memiliki jumlah kunjungan yang tinggi dari ketiga tempat wisata ini dan selalu mengalami peningkatan tiap tahunnya, akan tetapi hal tersebut tidak berlaku pada Dunia Air Tawar. Dunia Air Tawar (DAT) mengalami penurunan kunjungan yang signifikan. DAT telah menjalani beberapa strategi, antara lain, memberikan diskon atau potongan harga, membuat baliho, hingga memberikan atraksi biota air tawar, akan tetapi strategi yang telah dijalankan ini belum memberikan hasil yang signifikan. Penelitian ini bertujuan untuk mengetahui faktor internal dan eksternal apa yang mempengaruhi kegiatan pemasaran di DAT, serta mengidentifikasi strategi yang tepat untuk DAT berdasarkan faktor internal dan faktor eksternal. Tahap pertama pada penelitian ini yaitu merumuskan atribut dari masing-masing faktor internal dan eksternal. Faktor internal dirumuskan berdasarkan Marketing Mix 7P, sedangkan untuk faktor eksternal menggunakan pendekatan Porter's Five Forces dan Politics, Economic, Social, and Technology (PEST). Pemberian bobot dilakukan dengan cara wawancara dengan manajer marketing dan operasional. Sebagian besar faktor kunci internal diberikan rating berdasarkan tanggapan dari pengunjung dengan cara menyebar kuesioner. Faktor kunci eksternal diberikan rating oleh manajer marketing dan operasional. Skor IFE dan EFE yang didapatkan adalah 2,72 dan 2.12. DAT berada sel 5 pada matriks Internal Eksternal (IE) yang berarti cocok menggunakan strategi product development dan market penetration. Pada matriks SWOT didapatkan 3 strategi S-0, 5 strategi W-O, 3 strategi S-T, dan 3 strategi W-T. Selanjutnya dilakukan pengurutan prioritas dari strategi yang telah dirumuskan dengan berdasar pada bobot yang telah di diskusikan pada pengumpulan data. Hasil dari penelitian ini didapatkan lima strategi terpilih berdasarkan bobot kepentingan tiap faktor eksternal dan internal DAT. Lima strategi pemasaran yang memiliki total bobot tertinggi adalah mengadakan promosi di lingkungan TMII agar pengunjung mengetahui fasilitas dan atraksi yang ditampilkan dengan cara menyebar flyer pada pintu masuk TMII, memperluas pangsa pasar dengan cara terjun ke luar DKI Jakarta, mengadakan event berkaitan dengan biota air tawar di lingkungan DAT sebagai media pengenalan DAT ke masyarakat, membuat media promosi ke luar TMII dengan mencantumkan keunggulan DAT dan potongan harga ke pangsa pasar utama agar tertarik datang beramai-ramai untuk mendapatkan potongan harga, dan membuat ciri khas sekitar DAT sehingga menampilkan keunggulan DAT dibanding wisata lain.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FT/2017/624/051707217
Uncontrolled Keywords: Strategi Pemasaran, Porter's Five Forces, PEST, Matriks SWOT
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Teknik > Teknik Industri
Depositing User: Yusuf Dwi N.
Date Deposited: 25 Aug 2017 07:12
Last Modified: 28 Nov 2020 02:09
URI: http://repository.ub.ac.id/id/eprint/1704
[thumbnail of Bagian Depan.pdf] Text
Bagian Depan.pdf
Restricted to Repository staff only

Download (970kB)
[thumbnail of BAB I.pdf] Text
BAB I.pdf
Restricted to Repository staff only

Download (243kB)
[thumbnail of BAB II.pdf] Text
BAB II.pdf
Restricted to Repository staff only

Download (305kB)
[thumbnail of BAB III.pdf] Text
BAB III.pdf
Restricted to Repository staff only

Download (233kB)
[thumbnail of BAB IV.pdf] Text
BAB IV.pdf
Restricted to Repository staff only

Download (866kB)
[thumbnail of BAB V.pdf] Text
BAB V.pdf
Restricted to Repository staff only

Download (87kB)
[thumbnail of Daftar Pustaka.pdf] Text
Daftar Pustaka.pdf
Restricted to Repository staff only

Download (88kB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg
Restricted to Registered users only

Download (17kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg
Restricted to Registered users only

Download (7kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg
Restricted to Registered users only

Download (3kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg
Restricted to Registered users only

Download (1kB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg
Restricted to Registered users only

Download (44kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg
Restricted to Registered users only

Download (18kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg
Restricted to Registered users only

Download (7kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg
Restricted to Registered users only

Download (1kB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg
Restricted to Registered users only

Download (38kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg
Restricted to Registered users only

Download (15kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg
Restricted to Registered users only

Download (6kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg
Restricted to Registered users only

Download (1kB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg
Restricted to Registered users only

Download (42kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg
Restricted to Registered users only

Download (17kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg
Restricted to Registered users only

Download (6kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg
Restricted to Registered users only

Download (1kB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg
Restricted to Registered users only

Download (41kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg
Restricted to Registered users only

Download (17kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg
Restricted to Registered users only

Download (6kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg
Restricted to Registered users only

Download (1kB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg
Restricted to Registered users only

Download (39kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg
Restricted to Registered users only

Download (16kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg
Restricted to Registered users only

Download (6kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg
Restricted to Registered users only

Download (1kB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg
Restricted to Registered users only

Download (43kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg
Restricted to Registered users only

Download (17kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg
Restricted to Registered users only

Download (7kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg
Restricted to Registered users only

Download (1kB)

Actions (login required)

View Item View Item