TY  - THES
N1  - Yanti Dwi Astuti, S.Sos.I., M,A
ID  - digilib39807
UR  - https://digilib.uin-suka.ac.id/id/eprint/39807/
A1  - Tansya Nur Rizki, NIM. 16730040
Y1  - 2020/06/11/
N2  - 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.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - marketing communication strategy
KW  -  Gembira Loka Zoo
KW  -  and the number
of visitors.
M1  - skripsi
TI  - STRATEGI KOMUNIKASI PEMASARAN GEMBIRA LOKA ZOO
YOGYAKARTA PASCA REBRANDING DALAM MENINGKATKAN JUMLAH
PENGUNJUNG
AV  - restricted
EP  - 122
ER  -