Pengalaman Generasi Milenial Pemerhati Museum Terhadap Promosi Museum Nasional

Prabali, Carolin Hertian Dian (2020) Pengalaman Generasi Milenial Pemerhati Museum Terhadap Promosi Museum Nasional. S1 thesis, Universitas Kristen Indonesia.

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Abstract

A. Carolin Hertian Dian Prabali (1671650018) B. FISIPOL/Ilmu Komunikasi/Hubungan Masyarakat C. 271 halaman + 147 lampiran D. 36 Buku + 3 Jurnal + 3 Skripsi + 3 Sumber Internet E. Marshelia Gloria Narida, S.S., M.A. F. “Pengalaman Generasi Milenial Pemerhati Museum Terhadap Promosi Museum Nasional” Fenomena museum sebagai tempat yang menyimpan dan memberikan informasi koleksi warisan budaya serta mengedukasi bagi generasi milenial seharusnya dapat dimanfaatkan dan di jaga keasliannya. Generasi milenial seharusnya lebih memperhatikan cara pandang mereka kepada museum dan lebih melestarikan kebudayaan Indonesia. Namun apresiasi generasi milenial kepada museum masih tergolong rendah mengingat generasi milenial lebih menyukai sesuatu hal yang terus berinovasi, berkembang dan kreativ peran penting bauran komunikasi pemasaran berbasis informasi dapat membantu mengubah cara pandang generasi milenial kepada museum agar lebih melestarikan dan memperhatikan museum. Pada penelitian ini menggunakan konsep bauran komunikasi pemasaran 7P berbasis informasi terdiri dari product, place, price, promotion, people, process, physical evidence yang diharapkan dari konsep ini dapat memberikan informasi kepada generasi milenial tentang pentingnya berkunjung ke museum serta di harapkan generasi milenial memberikan tanggapannya dan keinginannya untuk perkembangan museum kedepannya dan memberikan gambaran promosi seperti apa yang cocok untuk generasi milenial. Penelitian ini menggunakan pendekatan kualitatif dan paradigma konstruktivis dalam metode penelitian ini. Hasil penelitian menunjukkan lewat informasi 7P tersebut generasi milenial menyukai promosi yang berkaitan dengan teknologi generasi milenial menginginkan bahwa museum nasional juga mengedepankan teknologi, komunikasi dua arah antara staf dan pengunjung Kata kunci : Bauran Komunikasi Pemasaran, Informasi, Generasi Milenial, Promosi, Pengalaman./ A. Carolin Hertian Dian Prabali (1671650018) B. FISIPOL/Communication Science/Public Relations C. 271 pages + 147 attachments D. 36 books +3 Research + 3 journal + 3 Article E. Marshelia Gloria Narida, S.S., M.A. F. “Pengalaman Generasi Milenial Pemerhati Museum Terhadap Promosi Museum Nasional” The phenomenon of the Museum as a place to store and provide information on cultural heritage collections and to educate the generations that can be utilized and maintain its authenticity. Millennials pay more attention to their perspective of the museum and to preserve Indonesian culture. However, the appreciation of the generation to the museum is still relatively low considering that past generations prefer something that continues to innovate, develop and be creative. The important role of the marketing communication mix can help change the way generations of museums go to museums to better preserve and visit museums. In this study using the concept of information-based marketing communication 7P mix consisting of product, place, price, promotion, people, process, physical evidence expected from this concept can provide information to the millennial generation about the importance of visiting museums and the millennial generation is expected to provide responses and his desire for the future development of the museum and provide an overview of what kind of promotions are suitable for millennials. This study uses a qualitative approach and constructivist paradigm in this research method. The results showed that through the 7P information, millennials like promotions related to millennial generation technology, wanting that the national museum also prioritize technology, two-way communication between staff and visitors. Keywords: Marketing Communication 7P Mix, Information Millenial Generations’s, Promotion, Experience.

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