Implementasi Integrated Marketing Communication (IMC) dalam Program Karisma Event Nusantara 2024 Di Kemenparekraf
DOI:
https://doi.org/10.37985/jer.v5i3.1569Keywords:
Integrated Marketing Communication (IMC), Karisma Event Nusantara (KEN) 2024, Metode Kualitatif Deskriptif, Strategi Pemasaran, KemenparekrafAbstract
Penelitian ini mengeksplorasi implementasi Integrated Marketing Communication (IMC) dalam program Karisma Event Nusantara (KEN) 2024 yang dikelola oleh Kementerian Pariwisata dan Ekonomi Kreatif (Kemenparekraf) Indonesia. Tujuan utama dari penelitian ini adalah untuk memahami strategi perencanaan dan pelaksanaan IMC serta dampaknya terhadap keberhasilan program dan ekonomi lokal. Menggunakan metode kualitatif deskriptif, data dikumpulkan melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa IMC berperan signifikan dalam meningkatkan kesadaran masyarakat dan memperkuat citra pariwisata Indonesia, meskipun tantangan dalam koordinasi informasi masih ada. Rekomendasi yang dihasilkan meliputi pelaksanaan Forum Group Discussion (FGD) untuk evaluasi, perpanjangan durasi event, dan peningkatan anggaran promosi. Penelitian ini memberikan wawasan berharga untuk pengembangan strategi pemasaran yang lebih efektif dalam mendukung sektor pariwisata dan ekonomi kreatif di Indonesia, serta menawarkan saran praktis bagi Kemenparekraf dan peserta event untuk meningkatkan koordinasi dan sinkronisasi informasi.
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