Perumusan Strategi Pemasaran Di Objek Wisata Jawa Timur Park 1 Dengan Seni Perang Sun Tzu

Rakhmaddian, Nicko Nur (2017) Perumusan Strategi Pemasaran Di Objek Wisata Jawa Timur Park 1 Dengan Seni Perang Sun Tzu. Sarjana thesis, Universitas Brawijaya.

Abstract

Jawa Timur Park 1 merupakan destinasi rekreasi dengan wahana dunia ilmu pengetahuan dan teknologi. Tujuan didirikannya Jawa Timur Park 1 untuk mengundang seluruh wisatawan agar dapat menambah ilmu pengetahuan dan teknologi dalam suasana rekreatif dan santai. Penurunan jumlah pengunjung dan penurunan pangsa pasar (market share) tiap tahun di objek wisata Jawa Timur Park 1 menjadi latar belakang dalam penelitian ini. Tujuan penelitian ini yaitu menentukan strategi pemasaran yang paling sesuai dengan mempertimbangkan faktor internal dan eksternal dari objek wisata Jawa Timur Park 1 berdasar seni perang Sun Tzu. Jenis penelitian ini adalah penelitian deskriptif. Pengumpulan data melalui dokumentasi, observasi dan wawancara dengan manajer marketing, manajer HRD, dan staf marketing yang berpengalaman. Perumusan strategi pemasaran dengan menganalisis kekuatan, kelemahan, peluang dan ancaman. Langkah-langkah dalam tahap pengolahan data yaitu penentuan faktor dari elemen Sun Tzu, mendeskripsikan tiap faktor, penentuan rating dan bobot tiap faktor, merumuskan IFE dan EFE matriks, penentuan keadaan perusahaan melalui diagram analisis SWOT, pemilihan stratagem Sun Tzu. Pada tahap analis dan pengembangan dilakukan pengembangan strategem yang terpilih. Dari hasil penelitian ini didapatkan matriks IFE terdiri dari elemen Sun Tzu moral influence (misi), leadership (kepemimpinan), doctrin and methods (doktrin dan metode). Matriks IFE memiliki total skor sebesar 2,91. Matriks EFE terdiri dari elemen Sun Tzu adalah ground (lapangan) dan climate (lingkungan). Matriks EFE memiliki total skor sebesar 2,76. Berdasarkan hasil diagram analisis SWOT, perusahaan cocok dengan strategi yang bersifat agresif. Stratagem take the opportunity to pilfer a goat adalah stratagem bersifat agresif yang terpilih. Ada lima prioritas pengembangan dari stratagem take the opportunity to pilfer a goat Pengembangan stratagem tersebut adalah penyewaan action camera, jasa editing video, adanya kartu anggota Jawa Timur Park 1, potongan harga sebesar 10% bagi pengunjung yang telah me-like fun page di Facebook, subscribed channel Youtube, dan follow Instagram serta Twitter dari akun Jawa Timur Park 1, dan adanya potongan harga tiket bagi rombongan.

English Abstract

Jawa Timur Park 1 is a recreational destination with a world of science and technology rides. The purpose of establishment of Jawa Timur Park 1 to invite all tourists to increase their knwoledge in science and technology within a relaxing atmosphere. Decrease in the number of visitors and decrease of market share each year in Jawa Timur Park 1 becomes the background in this research. The purpose of this study is to determine the most appropriate marketing strategy by considering the internal and external factors of East Java Park 1 attractions based on the art of war Sun Tzu. The type of this research is descriptive research. Data is gathered through documentation, observation and interviews with marketing managers, HR managers, and experienced marketing staff. Marketing strategies is formulated by analyzing the strengths, weaknesses, opportunity, and threat. The steps in data processing are factor determination of Sun Tzu element, describing each factor, determining rating and weight of each factor, formulating IFE and EFE matrix, determining the state of the company through SWOT analysis diagram, Sun Tzu stratagem election. The chosen stratagem is developed in analyst and development stage. From the results of this study obtained IFE matrix consists of elements of Sun Tzu moral influence (mission), leadership, doctrin and methods. IFE Matrix has a total score of 2.91. EFE matrix consists of Sun Tzu element is ground (field) and climate (environment). The EFE matrix has a total score of 2.76. Based on the results of the SWOT analysis diagram, the company fits into an aggressive strategy. Stratagem took the opportunity to pilfer a goat is an aggressive stratagem chosen. There are five development priorities of stratagem “take the opportunity to pilfer a goat”. The development of this strategem are rental action camera, video editing service, the existence of East Java Park 1 member card, 10% discount for visitors who have like fun page on Facebook, subscribed channel Youtube, and follow Instagram and Twitter from East Java Park 1 account, and there are discounted ticket price for the group.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FT/2017/654/051707247
Uncontrolled Keywords:	5 Elemen Sun Tzu, Analisis SWOT, 36 Stratagems Sun Tzu
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions
Divisions:	Fakultas Teknik > Teknik Industri
Depositing User:	Yusuf Dwi N.
Date Deposited:	28 Aug 2017 03:41
Last Modified:	06 Dec 2020 01:35
URI:	http://repository.ub.ac.id/id/eprint/1765

Text Rakhmaddian, Nicko Nur.pdf Download (1MB)

Actions (login required)

View Item