STRATEGI PUBLIC RELATIONS DALAM MENCAPAI IMAGE POSITIF YANG DIHARAPKAN (STUDI KASUS: MENGUBAH IMAGE WAHANA EDUTAINMENT KHUSUS ANAK MENJADI UNTUK UMUM PADA TAMAN PINTAR YOGYAKARTA)

NURUL KHASANAH NIM. 05730009, (2010) STRATEGI PUBLIC RELATIONS DALAM MENCAPAI IMAGE POSITIF YANG DIHARAPKAN (STUDI KASUS: MENGUBAH IMAGE WAHANA EDUTAINMENT KHUSUS ANAK MENJADI UNTUK UMUM PADA TAMAN PINTAR YOGYAKARTA). Skripsi thesis, UIN Sunan Kalijaga Yogyakarta.

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Abstract

As a new destination of tourism with educational tourism category, which playing the role for turning back Yogyakarta's image as educational barometer town of Indonesia, Taman Pintar still have to build positive image continuously for bracing it existences. And it's needed efforts to reach. But those efforts wouldn't always running swiftly; it was caused by some obstacles during the process. The research of Public Relations Strategy To Reach The Positive Wish Image, was purposed to revealed the case of children edutainment medium image which formed in Taman Pintar Yogyakarta (in this case was a child whose had category to stayed in Kindergarten and Pre-School), all at once to described and explored their strategy which used to change that image to general edutainment medium image. This research was using qualitative approach with used qualitative description format which refers to case studies research method. The subjects of this research were Taman Pintar management, especially the public relations and marketing division, and also the stakeholders of Taman Pintar Yogyakarta whose having an interest to the images of Taman Pintar Yogyakarta, who selected by the purposive sampling technique. While the objects of this research were; the children edutainment medium image which continuously stick onto Taman Pintar Yogyakarta, and also their strategy to change it, to general edutainment medium image. Data were collected through three techniques such as interview with a depth interview of variation, non-participant observation, and documentation. While the method of data analysis was using the pattern matching technique, with data accuracy were using the competences of subject research, and triangulation analysis. The result of this research shows that, there were two causes of Kindergarten and Pre-School edutainment medium image which stick onto Taman Pintar Yogyakarta. The first one is the limits of messages form which informed on the begun of their established. And the second one is the risk of messages reduction caused by the high frequencies of gethuk-tular or the words of mouth. While based on the process of strategy management theory by Samuel C. Certo and J. Paul Peter's, Taman Pintar was using the widening segmentation levels of visitors to the generally range of age, especially for Junior and Senior High School as their potential marketing target.

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