STRATEGI KOMUNIKASI PEMASARAN GEMBIRA LOKA ZOO YOGYAKARTA PASCA REBRANDING DALAM MENINGKATKAN JUMLAH PENGUNJUNG

Tansya Nur Rizki, NIM. 16730040 (2020) STRATEGI KOMUNIKASI PEMASARAN GEMBIRA LOKA ZOO YOGYAKARTA PASCA REBRANDING DALAM MENINGKATKAN JUMLAH PENGUNJUNG. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Gembira Loka Zoo as one of the tourist destinations in Yogyakarta, needs marketing communication to increase the number of visitors. Gembira Loka Zoo as the only zoo in Yogyakarta, has a management target that has not been approved. Management's target is to produce 2 million visitors to the Gembira Loka Zoo in a year. This is a challenge for Gembira Loka Zoo in developing its marketing communication strategy to attract visitors. The purpose of this research is to know and describe the marketing communication strategy of Gembira Loka Zoo Yogyakarta after the rebranding in increasing the number of visitors. This type of research is descriptive qualitative. Data obtained from observations, interviews with the Head of Promotion and Head of Public Relations, and documentation. From it, the marketing communication strategy of Gembira Loka Zoo is post-rebranding by optimizing the use of social media, especially Instagram. On Instagram media, Gembira Loka Zoo does a lot of activities that allow visitors to interact with management. Promotion activities carried out by Gembira Loka Zoo are more focused on personal selling, especially in table top activities.

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