ANALISIS DIGITAL MARKETING THE NICE PLAYLAND PAGEDANGAN THE NICE PLAYLAND PAGEDANGAN SEBAGAI WAHAN OLAHRAGA REKREASI KELUARGA

KHAIRIL IHWAN, . (2026) ANALISIS DIGITAL MARKETING THE NICE PLAYLAND PAGEDANGAN THE NICE PLAYLAND PAGEDANGAN SEBAGAI WAHAN OLAHRAGA REKREASI KELUARGA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan media digital telah mengubah cara masyarakat memperoleh informasi dan memilih destinasi rekreasi sehingga pengelolaan Digital Marketing menjadi penting bagi wahana keluarga untuk membangun citra, menjangkau audiens, dan mendorong kunjungan. Penelitian ini bertujuan menganalisis Digital Marketing The Nce Playland Pagedangan sebagai wahana olahraga rekreasi keluarga, meliputi pelaksanaan dalam menyampaikan informasi, membangun citra, menarik minat pengunjung, serta mengidentifikasi hambatan dan upaya evaluasinya. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif. Data dikumpulkan melalui wawancara mendalam terhadap 11 informan yang terdiri atas unsur pengelola, pelayanan, staf Digital Marketing, dan orang tua pengunjung, disertai observasi nonpartisipatif serta dokumentasi aktivitas pada Instagram, Tiktok, Facebook, WhatsApp, dan website. Data dianalisis menggunakan model interaktif Miles dan Huberman melalui pengumpulan, reduksi, penyajian, serta penarikan kesimpulan dan verifikasi, sedangkan keabsahan data diuji melalui triangulasi. Hasil penelitian menunjukkan bahwa Instagram dan Tiktok menjadi media utama dengan dominasi konten visual yang menampilkan fasilitas, harga, dan pengalaman keluarga. Strategi tersebut membangun citra wahana yang aman, nyaman, menyenangkan, dan terjangkau, sekaligus mendukung keputusan berkunjung. Hambatan utama meliputi koordinasi informasi, konsistensi konten, perubahan tren, dan kesenjangan antara informasi digital dengan kondisi lapangan. Penelitian menyimpulkan bahwa keberhasilan Digital Marketing bergantung pada relevansi konten, koordinasi operasional, dan evaluasi berbasis data serta pengalaman pengunjung. Penelitian selanjutnya disarankan mengukur efektivitasnya secara kuantitatif dan komparatif. ***** The development of digital media has transformed the way people obtain information and select recreational destinations, making Digital Marketing management essential for family attractions to build brand image, reach audiences, and encourage visits. This study aims to analyze the Digital Marketing of The Nce Playland Pagedangan as a family recreational sports facility, which encompasses its implementation in conveying information, building brand image, and attracting visitors, as well as identifying obstacles and evaluation efforts. This research employs a qualitative approach with a descriptive method. Data were collected through in-depth interviews with 11 informants consisting of management elements, service staff, Digital Marketing staff, and visiting parents, along with non-participatory observation and documentation of activities on Instagram, Tiktok, Facebook, WhatsApp, and the website. The data were analyzed using the Miles and Huberman interactive model through data collection, data reduction, data display, and drawing and verifying conclusions, while data validity was tested using triangulation. The results indicate that Instagram and Tiktok serve as the primary media, dominated by visual content showcasing facilities, prices, and family experiences. This strategy successfully builds the image of a safe, comfortable, enjoyable, and affordable attraction, while simultaneously supporting the visitors' decision-making process. The main obstacles include information coordination, content consistency, shifting trends, and the gap between digital information and actual on-site conditions. The study concludes that the success of Digital Marketing relies on content relevance, operational coordination, and evaluations based on data and visitor experiences. Future research is recommended to measure its effectiveness using quantitative and comparative approaches.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Drs. Zulham, M.Si., MCE. ; 2). Dr. Mela Aryani, S.Si., M.Pd.
Subjects:	Geografi, Antropologi > Olah Raga dan Rekreasi Ilmu Sosial > Pariwisata Manajemen > Manajemen , Business Teknologi dan Ilmu Terapan > Teknologi (umum)
Divisions:	FIO > S1 Olahraga Rekreasi
Depositing User:	Khairil Ihwan .
Date Deposited:	30 Jul 2026 07:54
Last Modified:	30 Jul 2026 07:54
URI:	http://repository.unj.ac.id/id/eprint/67807

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