Kemitraan Museum dan Komunitas dalam Komunikasi Pemasaran:(Studi kasus Kemitraan Museum dan Komunitas dalam Praktik Komunikasi Pemasaran Museum Benteng Vredeburg Yogyakarta).

Hana Ivana , Adam Wijoyo Sukarno

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Museum is an institution which has a high philosophical significance for a nation. Unfortunately, the museum is often being underestimated and people think that museum is boring so the museum is not the first choice for people to spend their spare time. In order not to be left by their visitors, the museum needs to get closer to the community and develop a marketing communications program. Museum Benteng Vredeburg Yogyakarta is a museum that is quite popular in Yogyakarta and it does marketing communications by way of partnerships with the community. Community is a group of people who formed based on same interests, values, agenda, neighborhood, and other similarities whose members are bound together and interact constantly. With that understanding, then the community can be many different forms e.g. hobbies community, student community, professional organizations, non-governmental organizations, and others. The community that exists around the museum provides some opportunities for the museum to develop its marketing communications programs by involving the community. Partnerships with the community can make the museum become closer and more connected with the community. On the other hand, the community has a sense of belonging to the museum so they will contribute to develop the museum. This research will explain how the process of the establishment of partnerships between the Museum Benteng Vredeburg Yogyakarta with the community and how the community's role in the museum marketing communications. Keywords: Museum, Vredeburg, Partnerships, Marketing Communications

Kata Kunci : Manajemen Pemasaran