STRATEGI PEMASARAN WISATA ARUNG JERAM DI ATI BENING RAFTING MELALUI MEDIA SOSIAL

MUHAMMAD PASHYA PUTRA HANDAYANI, . (2025) STRATEGI PEMASARAN WISATA ARUNG JERAM DI ATI BENING RAFTING MELALUI MEDIA SOSIAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

*****ABSTRAK***** Ati Bening Rafting merupakan salah satu objek wisata dengan aktivitasnya memiliki keunikan tersendiri yaitu bermain alam, karena wahana masih alami dan bukit-bukit di sekitar jalur jeram masih alami dan terjaga. Namun saat ini Ati Bening Rafting belum banyak dikenal oleh masyarakat karena kurangnya pihak pengelola dalam melakukan promosi objek wisata tersebut. Penelitian ini bertujuan untuk mengembangkan strategi pemasaran melalui berbagai media khususnya media sosial untuk mengetahui pengaruh promosi media terhadap minat pengunjung. Metode kualitatif dipilih untuk proses pengumpulan data, yaitu dengan cara melakukan observasi, wawancara yang melibatkan manager, pegawai dan pengunjung, serta dokumentasi untuk pengambilan hasil data. Analisis data selanjutnya dilakukan dengan menggunakan model miles dan huberman. Hasil penelitian menunjukkan bahwa Ati Bening Rafting menggunakan metode STP (Segmentasi, Target, Positioning) dan bauran pemasaran atau marketing mix. Selain itu Ati Bening Rafting telah melakukan beberapa cara promosi baik secara door to door ataupun melalui media sosial. Berdasarkan penelitian tersebut dapat disimpulkan bahwa Ati Bening Rafting telah mengembangkan strategi pemasaran secara langsung maupun media sosial. / *****ABSTRACT***** Ati Bening Rafting is one of the tourist attractions with unique activities, namely nature-based activities, as the facilities are still natural and the hills surrounding the rapids are still natural and well-preserved. However, Ati Bening Rafting is not yet widely known by the public due to the lack of promotion by the management of the tourist attraction. This study aims to develop marketing strategies through various media, particularly social media, to determine the impact of media promotion on visitor interest. A qualitative method was chosen for data collection, involving observation, interviews with managers, staff, and visitors, as well as documentation to gather data. Data analysis was conducted using the Miles and Huberman model. The research results indicate that Ati Bening Rafting employs the STP (Segmentation, Targeting, Positioning) method and a marketing mix. Additionally, Ati Bening Rafting has implemented various promotional methods, both door-to-door and through social media. Based on this research, it can be concluded that Ati Bening Rafting has developed marketing strategies both directly and through social media.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Heni Widyaningsih, SE., M.S.E 2). Dr. Drs. Zulham, M.Si, MCE
Subjects:	Geografi, Antropologi > Olah Raga dan Rekreasi Olah Raga dan Seni Pertunjukan > Pendidikan Olah Raga > Kepelatihan,Manajemen Kepelatihan
Divisions:	FIO > Olahraga Rekreasi
Depositing User:	Muhammad Pashya Putra Handayani .
Date Deposited:	04 Aug 2025 08:29
Last Modified:	04 Aug 2025 08:29
URI:	http://repository.unj.ac.id/id/eprint/57749

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