STRATEGI KREATIF KONTEN AKUN TIKTOK @GEMBIRALOKA.ZOO DALAM MEMPROMOSIKAN HUT KE-71 GEMBIRA LOKA ZOO

Ahmad Roykhan Asy Syafiq, NIM.: 21107030122 (2025) STRATEGI KREATIF KONTEN AKUN TIKTOK @GEMBIRALOKA.ZOO DALAM MEMPROMOSIKAN HUT KE-71 GEMBIRA LOKA ZOO. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Gembira Loka Zoo, as one of the educational tourism destinations in Yogyakarta, faces challenges and competition in maintaining its relevance in promotional activities. With the growth of tourism destinations in the Yogyakarta, Gembira Loka Zoo is required to innovate in terms of facilities, services, and promotional strategies. The utilization of social media, particularly TikTok, aims to reach a wider audience. One of the promotional efforts is the promotion of the 71st Anniversary event, which includes GembiRUN Loka, a new event introduced by Gembira Loka Zoo. This study aims to analyze the creative content strategy of the TikTok account @gembiraloka.zoo in promoting the event by applying James Webb Young’s creative strategy and the promotional indicators proposed by Kotler and Keller. This research employs a qualitative approach with a case study design. Data were collected through in-depth interviews, observation of TikTok content, and documentation, and were validated by expert practitioners. The results indicate that Gembira Loka Zoo’s creative strategy is implemented through four stages: creative immersion, which involves exploring market trends, target audiences, and content references; creative incubation, which involves developing creative ideas through a content planner; creative illumination, marked by the emergence of message concepts and the application of media, timing, and publication frequency; and verification, which focuses on evaluating audience and collaborator responses. However, not all promotional indicators are implemented at each stage of the creative strategy, as each stage has a different function and focus, and therefore does not require the simultaneous application of all promotional indicators.

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