Penerapan Integrated Marketing Communication (IMC) dalam Meningkatkan Daya Tarik Publik terhadap Aset PFN Heritage
DOI:
https://doi.org/10.55638/jcos.v8i1.1714Keywords:
Integrated Marketing Communication, daya tarik publik, PFN Heritage, komunikasi digital, strategi promosiAbstract
Penelitian ini membahas penerapan strategi Integrated Marketing Communication (IMC) dalam meningkatkan daya tarik publik terhadap PFN Heritage sebagai kawasan cagar budaya. Menggunakan metode kualitatif deskriptif, penelitian ini menyoroti bagaimana delapan elemen IMC seperti advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, word of mouth marketing, dan personal selling diimplementasikan secara terpadu melalui media sosial dan aktivitas luring. Hasil penelitian menunjukkan bahwa strategi komunikasi yang konsisten, partisipatif, dan edukatif mampu memperkuat citra PFN Heritage serta secara signifikan meningkatkan daya tarik publik. Strategi ini menjadikan PFN Heritage sebagai ruang kreatif yang inklusif dan relevan dengan perkembangan zaman, sekaligus memperkuat posisinya sebagai institusi budaya dalam ekosistem ekonomi kreatif nasional.
Kata Kunci: Integrated Marketing Communication, daya tarik publik, PFN Heritage, komunikasi digital, strategi promosi.
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