Marketing Communication Strategy of Prince Diponegoro Monument Museum Sasana Wiratama Yogyakarta

Abstract

There are many historical buildings in Yogyakarta, one of the artificial tourist assets is the Prince Diponegoro Sasana Wiratama Monument Museum. As a museum that stores a collection of artifacts from Prince Diponegoro's lifetime, the Prince Diponegoro Museum must implement appropriate marketing communication strategies to face the increasingly fierce competition in the tourism industry in Yogyakarta. Museums need to adapt to changes and demands of the times to meet marketing communications needs in a competitive business environment, so the aim of this research is to outline how marketing communications strategies can increase the number of visitors to the Prince Diponegoro Museum. The method used in this research is descriptive qualitative. The data collection techniques used are observation, interviews, documentation, data analysis and data validity. In this research, the theory used focuses on the 7P Marketing Mix, namely using marketing communication strategies, in this case studied through marketing communication stages, namely Product, Price, Place, Promotion, People, Process and Physical Evidence, which aims to increase the number of visitors. The results of this research conclude that the application of the 7P theory at the Prince Diponegoro Museum is not optimal, there are several marketing elements that need to be improved. Limited collections, lack of variety, and unclear pricing systems reduce perceptions of museum value and quality. Even though the location is easy to reach, visibility is low because it is not on the main route. Promotion, especially on social media, is also still less effective. Limited human resources are an obstacle in implementing better marketing strategies. Recommendations are given to improve these elements so that the museum is more attractive and known to the public.