WAHANA CIPTA SINATRIA'S MARKETING COMMUNICATION IN SUPPORTING SUMBERBULU TOURISM VILLAGE, DISTRICT MOJOGEDANG, KARANGANYAR DISTRICT

Abstract

This research was conducted with the aim of knowing and describing the marketing
communication of the Wahana Cipta Sinatria (WCS) Homestay towards the Sumberbulu
Tourism Village. The researcher used a qualitative descriptive method to understand the
phenomenon and obtain in-depth data holistically regarding the marketing
communication of the Wahana Cipta Sinatria Homestay towards the Sumberbulu
Tourism Village through the application of IMC (Integrated Marketing Communication)
by Schultz. Data collection techniques include observation, interviews and
documentation. Based on the results of the research analysis, Wahana Cipta Sinatria
(WCS) carries out integrated marketing communications or IMC (Integrated Marketing
Communication), including advertising, sales promotion, personal selling, public
relations, direct marketing. The conclusion of this study is that Wahana Cipta Sinatria
(WCS) implements IMC (Integrated Marketing Communication) marketing
communications, including the use of social media such as WhatsApp, Instagram and
Facebook in conducting promotions, interacting directly with visitors through personal
selling, building public relations activities in marketing and sponsorship activities and
conducting direct marketing to build trust and fedback.
Keywords: Wahana Cipta Sinatria, Marketing Communication, IMC