Strategi Marketing Public Relations Taman Mini Indonesia Indah melalui Kegiatan Bulan Peringatan HUT Ke-38.

ABSTRAK

Meutia Thahira, 210110090049. Hubungan Masyarakat, Fakultas Ilmu

Komunikasi, Universitas Padjadjaran. Penelitian ini berjudul “Strategi Marketing

Public Relations Taman Mini Indonesia Indah melalui Kegiatan Bulan Peringatan

HUT Ke-38.Dengan pembimbing Dr.Susanne Dida,M.M sebagai pembimbing

utama dan Diah Fatma.,S.E.,M.Si, sebagai pembimbing pendamping.

Tujuan dari penelitian ini adalah untuk mengetahui tahapan proses

marketing

public relations TMII dalam kegiatan Bulan Peringatan HUT ke-38 sebagai salah

satu special events perusahaan dalan rangka menarik perhatian masyarakat kepada

museum berupa analisis situasi, perencanaan, impelentasi dan evaluasi. Metode

yang digunakan pada penelitian ini adalah metode deskriptif kualitatif.

ABSTRACT

Meutia Thahira, 210110090049. Public Relations, Faculty of Communication

Sciences, Padjadjaran University. This study is titled "Marketing Public Relations

Strategy of Taman Mini Indonesia Indah through by Bulan Peringatan HUT

ke-38”. With

Dr.Susanne Dida, MM as the main supervisor and Diah Fatma., SE,

M.Si, as companion supervisor.

The purpose of this study is to determine the stages of the process of marketing

public relations in Bulan Peringatan HUT ke-38 as one of special events in order

to attract the attention of the public to the museumin the form of situation

analysis, planning, implementation and evaluation. The method used in this

research is descriptive qualitative method.

The result of this research explained that TMII has used the SWOT analysis

process, company analysis and environmental analysis. Moreover, in the planning

process stage, TMII has also implemented the setting goal, target setting and

what message would be conveyed to the public through this activity. In the

implementation process, TMII has created many activities to promote the richness

of Indonesian cultures and biodiversity (flora and fauna) which are packed

through the educational activities and entertainment. In the evaluation process,

TMII saw the success of the activities through the media coverage including on

print and electronic media and through the visitors who visiting the park. In

addition, TMII also prepare improvement plans for a similar event in the future.

The advice given to management are to give added value on the exhibition on the