Strategi Komunikasi Pemasaran Terpadu Dinas Kebudayaan dan Pariwisata Kota Surakarta dalam Mempromosikan Event “Solo International Performing Arts (SIPA) 2024”
DOI:
https://doi.org/10.62383/risoma.v3i5.1136Keywords:
Cultural Event, Cultural Tourism, Integrated Marketing Communication, Promotion Strategy, SIPA 2024Abstract
In promoting a cultural arts performance, the success of an event is determined not only by the quality of the performance itself but also by the effectiveness of the marketing communication strategy implemented. In today’s digital era, organizers of cultural art performances face increasingly complex challenges, including shifts in audience media consumption behavior, rapid developments in communication technology, and the need to build sustained digital engagement between organizers and stakeholders.This study adopts the Integrated Marketing Communication (IMC) theory to examine the marketing communication strategies implemented by the Department of Culture and Tourism of Surakarta City in promoting the Solo International Performing Arts (SIPA) event in 2024. The research methodology includes in-depth interviews with organizers and document analysis of promotional materials and publication activities.The findings indicate that the department applied eight elements of integrated marketing communication: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, mobile marketing, and personal selling. Each element was carried out synergistically to build awareness, attract public interest, and shape a positive image of the SIPA event in society.The implemented strategy has successfully reached a broader audience through digital channels such as social media and official websites, as well as through direct approaches like local media publications and collaboration with art communities. However, challenges remain in delivering more innovative and creative promotional content to enhance the event’s appeal. These findings offer important implications for cultural event managers, emphasizing the need for structured, consistent, and audience-relevant promotional strategies in the digital era. A well-integrated marketing communication approach not only strengthens public engagement but also reinforces the identity and sustainability of cultural events like SIPA on both local and international levels.
Downloads
References
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, And Mixed Methods Approaches (4th Ed.). SAGE Publications Asia-Pacific Pte. Ltd.
Dewi, M., & Runyke, M. (2013). Jurnal Komunikasi. Jurnal Komunikasi, 8(1), 79–90.
Ekowati, S. (2020). Pengaruh Daya Tarik Iklan Terhadap Minat Beli (Survey Pada Followers @Seiko Watches Indonesia). Jurnal Sosial Dan Humaniora (Ikra-Ith Humaniora), 4(3), 256.
Firmansyah, M. A. (2020). Komunikasi Pemasaran (1st Ed., Vol. 6, Issue August). CV. Penerbit Qiara Media.
Flick, U. (2009). An Introduction To Qualitative Research. Sage Publications.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Journal Of Marketing, 37(1). Https://Doi.Org/10.2307/1250781
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management. Pearson Education Limited.
Kumala, F. O. N., & Fageh, A. (2022). Pengaruh Diskon Terhadap Keputusan Pembelian Kosmetik Halal Dengan Minat Beli Sebagai Variabel Intervening. Jurnal Ecodemica: Jurnal Ekonomi Manajemen Dan Bisnis, 6(1), 1–10. Https://Doi.Org/10.31294/Eco.V6i1.11196
Mashuri, & Nurjannah, D. (2020). Analisis SWOT Sebagai Strategi Meningkatkan Daya Saing (Studi Pada PT. Bank Riau Kepri Unit Usaha Syariah Pekanbaru). Jurnal Perbankan Syariah, 1(1), 97–112. Https://Ejournal.Stiesyariahbengkalis.Ac.Id/Index.Php/Jps
Mere, K., Puspitasari, D., Asir, M., Rahayu, B., & Mas’ud, M. I. (2024). Peran Konten Interaktif Dalam Membangun Keterlibatan Konsumen Dan Memperkuat Kesetiaan Merek: Tinjauan Pada Platform Media Sosial Dan Situs Web Perusahaan. Journal Of Economic, Business And Accounting (COSTING), 7(3), 5455–5556. Https://Doi.Org/10.31539/Costing.V7i3.9361
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative Data Analysis: A Methods Sourcebook (3rd Ed.). Sage Publications.
Nurbani Aisyah, S., Wisudawanto, R., & Azis, H. (2024). Penerapan IMC (Integrated Marketing Communications) Oleh Pemerintahan Kabupaten Sukoharjo Pada Kegiatan Sukoharjo Expo 2023. TUTURAN: Jurnal Ilmu Komunikasi, Sosial Dan Humaniora, 2(4), 61–74. Https://Doi.Org/10.47861/Tuturan.V2i4.1219
Panggabean, A. P. (2017). Kualitas Interaksi Sosial Antara Penjual Dan Pembeli Di Taman Pintar Book Store Yogyakarta. Indigenous: Jurnal Ilmiah Psikologi, 2(2). Https://Doi.Org/10.23917/Indigenous.V2i2.4460
Purnama, F. P. (2015). Pengaruh Advertising, Personal Selling, Direct Marketing Dan Word Of Mouth Terhadap Keputusan Pembelian Porcelantile. Jurnal Ilmu Dan Riset Manajemen, 4(3), 1–19.
Simatupang, K. A. A. (2022). Pengaruh Integrated Marketing Communication Terhadap Brand Equity. [Tidak Ada Informasi Jurnal/Volume/Halaman Tersedia]
Supriyadi, & Sari, N. A. W. (2024). Analisis Pengaruh Personal Selling Terhadap Minat Beli Konsumen (Survei Pada KS Group Indonesia Di Cabang Jakarta). [Nama Jurnal Tidak Disebutkan], 24(1).
Syaputra, S. A., Azis, H., & Wisudawanto, R. (2024). Integrated Marketing Communication Dalam Mempromosikan Wisata Waduk Gajah Mungkur Di Era Digital. TUTURAN: Jurnal Ilmu Komunikasi, Sosial Dan Humaniora, 2(4), 212–238. Https://Doi.Org/10.47861/Tuturan.V2i4.1304
Utomo, S. B., Risdwiyanto, A., & Judijanto, L. (2024). Pemasaran Digital: Strategi & Taktik (Issue 1). Https://Books.Google.Com/Books?Hl=En&Lr=&Id=O8caeaaaqbaj
Wilardjo, S. B. (2015). The State Of The Art Marketing. Jurnal UNIMUS, 1(October), 2016.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 RISOMA : Jurnal Riset Sosial Humaniora dan Pendidikan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
