IMPLEMENTASI SOSTAC DALAM STRATEGI MARKETING PUBLIC RELATIONS (Studi Deskriptif Kualitatif Pada Taman Wisata Kebun Raya dan Kebun Binatang Gembira Loka Yogyakarta)

LAILA WARDANI - NIM. 07730064, (2011) IMPLEMENTASI SOSTAC DALAM STRATEGI MARKETING PUBLIC RELATIONS (Studi Deskriptif Kualitatif Pada Taman Wisata Kebun Raya dan Kebun Binatang Gembira Loka Yogyakarta). Skripsi thesis, UIN Sunan Kalijaga Yogyakarta.

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Abstract

The Tourism Park Botanical Gardens and Zoo Gembira Loka Yogyakarta implement marketing activities of public relations or public relations, to communicate the products and services of a company or agency. The implementation of the marketing activities of public relations from based on the background of the authors restrict the problem, visitor response to marketing activities and public relations SOSTAC analysis applied in marketing public relations strategy. SOSTAC analysis includes six steps, namely; Situation, Objectives, Strategy, Tactics (Push and Pull Strategy), Action, and Control since the method can analyze micro SOSTAC matters relating to strategic and tactical marketing communications. The research method used by the author in this research is qualitative research with a descriptive type of research that aims to create a systematic descriptive, factual and accurate about the facts or a certain object properties. Techniques of data collection to support these methods are carried out literature research and field research, in order to obtain primary data in the form of interviews, documentation and observation. The results showed that in order to realize the purpose and role with good marketing public relations embodied by the various communications programs, ranging from written verbal communication, print communication (magazines, press releases, brochures), through electronic communications by radio, internet and television. In evaluating the public relations marketing program can be analyzed using a method that is SOSTAC, one advantage of this method is the ability to analyze SOSTAC in micro matters relating to the marketing communications strategy and tactics, one of which is questioning the value of creativity from promotional Tourist Park and Botanical Gardens Gembira Loka Zoo in Yogyakarta.

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