STRATEGI PEMASARAN
JASA REKREASI
CAVE TUBING
KALISUCI
Oleh :
FAJARRANI ENGGAR KUSUMANINGSIH NIM : 212007144
KERTAS KERJA
Diajukan kepada Fakultas Ekonomika dan Bisnis Guna Memenuhi Sebagian dari
Persyaratan-persyaratan untuk Mencapai Gelar Sarjana Ekonomi
FAKULTAS
:
EKONOMIKA DAN BISNIS
PROGRAM STUDI
: MANAJEMEN
FAKULTAS EKONOMIKA DAN BISNIS
UNIVERSITAS KRISTEN SATYA WACANA
SALATIGA
2012
STRATEGI PEMASARAN JASA REKREASI CAVE TUBING KALISUCI
Fajarrani Enggar Kusumaningsih Mahasiswa FEB Universitas Kristen Satya Wacana
ABSTRACT
Indonesia is a country with great tourism potencies, espescially nature based tourism. Daerah Istimewa Yogyakarta (DIY) is one of the provinces in Indonesia which is endowed with a lot of tourism objects. Activity that combines cave exploring (caving) and river tracking using a tyre as the floating media (tubing. cave tubing was firstly introduced to public in 2009. Therefore it is still relatively new. To develop and maintain its existence, appropriate marketting strategies are very important. This study ia aimed to find out the reason behind the establishment of cave tubing recreacional object, marketing strategies and their implementations.
This is a qualitative research. Data were collected using interview and observation techniques. To test the validity of the data, two analytical methods were applied. They are data triangulasi and method triangulasi. This research involved three people from core manajement, three quides and five consumers of cave tubing recreation object.
Research findings that the reason of cave tubing established was the fact that Kalisuci prosses unique characters compared the other places, in which it offen three recreation concept caving, tacking and rafting. In its marketing, Kalisuci has not applied STP. Promotions are conducted using medias such as brochres, facebook, twitter and blog. Although quit simple, the management claimed that these promotions are effective. It is proven from the number of visitor that increase graduallyyear after year. However, consumers considered the promotion are not very effective as they know about Kalisuci not from promotional activities conducted by the marketing them but from their friends.
Keywords : Marketing strategies, Recreational service, AIDA.
