Marketing Communication Strategy of Surakarta City Keris Museum in Attracting Number of Visitors

Risma Rahmawati, Iva Fikrani Deslia

Abstract


The Nusantara Keris Museum is one of the museums located in the city of Surakarta, Central Java Province, this study shows that the marketing communication strategy implemented by the Surakarta City Keris Museum has succeeded in attracting and increasing the number of visitors by utilizing a comprehensive approach based on the Marketing Mix 7p theory (Product, Price, Place, Promotion, People, Physical Evidence). The main focus on quality, uniqueness, and educational value and the keris collection has proven to be a strong attraction for visitors. This museum offers a rich and immersive experience through the presentation of well-maintained collections, innovative thematic exhibitions and effective promotional strategies especially through social media, has expanded its reach and attracted more visitors.

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DOI: https://doi.org/10.26555/adiccom.v2i1.15580

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