ABSTRAK
Alissa Bana, 210110090330, Jurusan Manajemen Komunikasi, Fakultas Ilmu Komunikasi, Universitas Padjadjaran. Skripsi ini merupakan hasil penelitian yang berjudul “Promosi Board Game Asli Indonesia, Studi Kasus Strategi Komunikasi Kummara Komunitas Game Developer Dalam Upaya Mempromosikan Board Game Asli Indonesia”. Pembimbing utama dalam penelitian ini adalah H. Hadi Suprapto Arifin, Drs., M.Si. dan pembimbing pedamping adalah Ilham Gemiharto, S.Sos., M.Si.
Tujuan penelitian ini adalah untuk mengetahui bagaimana strategi komunikasi Kumara dalam upayanya mempromosikan board game asli Indonesia dan mengapa menggunkan strategi tersebut.
Metode yang digunakan dalam penelitian ini adalah metode kualitatif dengan pendekatan studi kasus deskriptif dengan teknik pengumpulan data menggunakan wawancara mendalam, observasi, dan studi kepustakaan.
ABSTRACT
Alissa Bana , 210110090330 , Major of Management Communication , Faculty of Communication Sciences , Padjadjaran University . This thesis is the result of the study , entitled " Promotion Original Indonesian Board Game, Case Study Communication Strategies Community Kummara Game Developer In Effort To Promote Original Indonesian Board Game " . The main mentors in this study were H. Hadi Suprapto Arifin , Drs . , M.Si. is a facilitator and mentor Ilham Gemiharto , S.Sos . , M.Si.
The purpose of this study was to determine how the Kumara communications strategy in its efforts to promote indigenous Indonesian board game and why use the strategies.
The method used in this study is a qualitative method with a descriptive case study approach to data collection techniques using in-depth interviews , observation , and study of literature .
It can be concluded that the communication strategy Kummara divide them into three stages , namely introducing board games to the community and play a positive campaign , and promote their products . Communication channels used are events , exhibitions , writing articles, and the use of online media such as websites , Twitter , Facebook , and YouTube .
