STRATEGI PROMOSI SANGGAR KESENIAN UNTUK PENTAS INTERNASIONAL (ANALISIS DESKRIPTIF KUALITATIF SANGGAR NUUN FAKULTAS ADAB DAN ILMU BUDAYA UIN SUNAN KALIJAGA)

ADIB HASBULLAH, NIM. 08730013 (2015) STRATEGI PROMOSI SANGGAR KESENIAN UNTUK PENTAS INTERNASIONAL (ANALISIS DESKRIPTIF KUALITATIF SANGGAR NUUN FAKULTAS ADAB DAN ILMU BUDAYA UIN SUNAN KALIJAGA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Promotion strategy is a spearhead of a marketing plan. It is important for a company or institution which aims to achieve the goal suitable with the plan. Yogyakarta itself has many art institutions. The dominance of independent art institutions is a challenge of Sanggar Nuun which affiliated with educational institutions in order to compete in the international world. In order to Sanggar Nuun international project can be accomplished, Sanggar Nuun should be able to apply the appropriate promotional strategies to achieve that goal. The purpose of this research is to determine the promotion strategy and its implementation in Sanggar Nuun using SWOT analysis. The research subject in this research is Sanggar Nuun, while the object is part of the media and documentation team that handles promotion strategy. Method used in this research is descriptive qualitative that draws and explains the collected data. The collecting method is done by direct observation and documentation. Then, the writer collects data relates to this research in the promotion strategies. This research result is to describe method and promotion strategy used by Sanggar Nuun in internet, outdoor media, society relation, and cultural approach. From the result of SWOT analysis can be known that promotion strategy has a greater chance than its threat, it means Sanggar Nuun can do promotion well because it being able to reach the target of the international performance.

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