STRATEGI EXPERIENTIAL MARKETING MELALUI WORKSHOP KULINER TRADISIONAL DI PERKAMPUGAN BUDAYA BETAWI SETU BABAKAN

Sandi Yudha Dwi Septian, . (2024) STRATEGI EXPERIENTIAL MARKETING MELALUI WORKSHOP KULINER TRADISIONAL DI PERKAMPUGAN BUDAYA BETAWI SETU BABAKAN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini membahas tentang Strategi Experiential Marketing melalui kegiatan Workshop Kuliner Tradisional di Perkampungan Budaya Betawi Setu Babakan. Tujuan dari penelitian untuk mengetahui dan menganalisa penerapan serta kendala strategi experiential marketing melalui workshop kuliner tradisional di Perkampungan Budaya Betawi Setu Babakan. Metode yang digunakan dalam penelitian ini adalah deskriptif kualitatif dengan metode pengumpulan data melalui observasi, wawancara, dan dokumentasi. Hasil penelitian menunjukkan bahwa penerapan experiential marketing dalam workshop kuliner tradisional memberikan pengalaman yang berbeda kepada peserta, dengan menggunakan 5 (lima) dimensi utama, yaitu sense, feel, think, act, dan relate. Kegiatan workshop ini tidak hanya memberikan pengetahuan tentang cara membuat kuliner tradisional Betawi seperti Kerak Telor, Bir Pletok, Es Selendang Mayang, dan Kembang Goyang, tetapi juga memungkinkan peserta untuk merasakan dan memahami nilai-nilai budaya yang terkandung dalam kuliner tersebut. Penelitian ini menemukan bahwa melalui pengalaman secara langsung dan interaksi dalam proses pembuatan kuliner tradisional, pengunjung tidak hanya mendapatkan keterampilan baru tetapi juga memperkuat rasa kebersamaan dan keterikatan dengan kebudayaan Betawi khususnya kuliner. Rekomendasi dari penelitian ini meliputi peningkatan kerjasama dengan institusi pendidikan, pemanfaatan media sosial untuk promosi, penambahan variasi jenis workshop kuliner, dan evaluasi rutin untuk meningkatkan kualitas program kegiatan workshop. Kemudian diharapkan strategi ini dapat meningkatkan minat pengunjung serta mendukung pelestarian kuliner tradisional Betawi. Kata Kunci: Strategi Experiential Marketing, Workshop Kuliner Tradisional, Perkampungan Budaya Betawi Setu Babakan. This study discusses the strategy of Experiential Marketing through Traditional Culinary Workshops at the Betawi Cultural Village of Setu Babakan. The purpose of this research is to understand and analyze the implementation and challenges of experiential marketing strategies through traditional culinary workshops in the Betawi Cultural Village of Setu Babakan. The method used in this study is descriptive qualitative, with data collection methods including observation, interviews, and documentation. The results show that the application of experiential marketing in traditional culinary workshops provides participants with a unique experience by using five main dimensions: sense, feel, think, act, and relate. This workshop not only imparts knowledge on how to make traditional Betawi cuisines such as Kerak Telor, Bir Pletok, Es Selendang Mayang, and Kembang Goyang, but also allows participants to experience and understand the cultural values embedded in these cuisines. The research finds that through direct experience and interaction in the process of making traditional cuisine, visitors not only acquire new skills but also strengthen their sense of community and connection to Betawi culture, particularly its culinary aspects. The recommendations from this research include enhancing collaboration with educational institutions, utilizing social media for promotion, adding variety to the types of culinary workshops offered, and conducting regular evaluations to improve the quality of the workshop programs. It is hoped that this strategy can increase visitor interest and support the preservation of traditional Betawi cuisine. Keyword: Experiential Marketing Strategy, Traditional Culinary Workshop, Setu Babakan Betawi Cultural Village

Item Type:	Thesis (Sarjana)
Additional Information:	1). Lala Siti Sahara, S.Pd., M.Si 2). Revi Agustin Aisyianita, S.Hut., M.Sc.
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum) Ilmu Sosial > Pariwisata
Divisions:	FIS > D IV Usaha Perjalanan Wisata
Depositing User:	Users 22676 not found.
Date Deposited:	24 Jul 2024 23:26
Last Modified:	24 Jul 2024 23:26
URI:	http://repository.unj.ac.id/id/eprint/46341

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