Strategi Komunikasi Pemasaran Kebun Binatang Kasang Kulim Selama Covid19 (Kubang Jaya Kabupaten Kampar) Skripsi

Fadhillah, Muhammad Zaky (2022) Strategi Komunikasi Pemasaran Kebun Binatang Kasang Kulim Selama Covid19 (Kubang Jaya Kabupaten Kampar) Skripsi. Other thesis, Universitas Islam Riau.

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Abstract

Marketing Communication Strategy for Kasang Kulim Kubang Jaya Zoo, Kampar Regency during COVID-19 Muhammad Zaky Fadhillah 179110169 This study aims to find out and understand what marketing communication strategies are and find out the factors that are obstacles in carrying out the Kasang Kulim Kubang Jaya Zoo tourism promotion strategy in increasing the number of visitors in Siak Hulu District, Kampar Regency during the COVID-19 pandemic. This study uses a qualitative descriptive method with a case study approach. Research subjects were determined using purposive sampling technique by getting 10 informants. Data collection techniques were carried out by in-depth interviews (deep interviews), observation, and documentation. Technical analysis of the data in this study uses the interactive data model of Miles and Hiberman. Checking the validity of the data using triangulation technique. The results of this study indicate that the marketing communication strategy used by the Kasang Kulim Kubang Jaya Zoo is to use a communication strategy in the form of Advertising (Advertising), Sales Promotion and Word of Mouth (WOM). word of mouth or can be called Word of Mouth and updates on social media Instagram and provides discounts for students and teachers who do camping activities in the Zoo area. Some of the inhibiting factors in carrying out the Kubang Jaya Zoo promotion strategy are limited funds in carrying out promotions, the lack of support from the government and the emergence of new tourist objects. .

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