Marketing strategy analysis of Sam Poo Kong in increasing number of visitors
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Oct 6, 2023
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Abstract
This research aimed to investigate the marketing strategies used by Sam Poo Kong, a leading tourist destination business in Semarang, to ensure the sustainability of their business. Qualitative methods were used in this study. The research utilized in-depth interviews with Sam Poo Kong's managers and CEO to collect data on their marketing approach. The findings showed that Sam Poo Kong relied heavily on two main marketing strategies, such as event promotion and social media promotion. The organization actively organizes and participates in various events to interact with potential customers, create brand awareness, and foster customer loyalty. In addition, social media promotion has also emerged as another important aspect of Sam Poo Kong's marketing strategy. By harnessing the power of social media platforms, the company effectively reaches a wider audience and engages with customers in a more interactive and dynamic way. The insights gained from this study can be useful for other businesses in the industry looking to improve their marketing strategies and maintain long-term sustainability
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How to Cite
Nabilah, N., & Rudolf Bernadus, M. (2023). Marketing strategy analysis of Sam Poo Kong in increasing number of visitors. Enrichment : Journal of Management, 13(4), 2349-2354. https://doi.org/10.35335/enrichment.v13i4.1550
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Zubiaga, A., Liakata, M., & Procter, R. (2016). Learning Reporting Dynamics during Breaking News for Rumour Detection in Social Media.
Bramantyo, T. (2021). Digital art and the future of traditional arts. Music Scholarship, 1. https://doi.org/10.33779/2587-6341.2021.1.096-110
Cahyani, P.D., Welsa, H. & Krisdiantoro, F. (2022). Pengaruh strategi komunikasi pemasaran dan pemasaran media sosial terhadap keputusan pembelian dengan persepsi kualitas sebagai variabel intervening pada aplikasi Shopee. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 2614–1280.
Dalimunthe, D. Y., Valeriani, D., Hartini, F., & Wardhani, R. S. (2020). The Readiness of Supporting Infrastructure for Tourism Destination in Achieving Sustainable Tourism Development. Society, 8(1). https://doi.org/10.33019/society.v8i1.149
Firmansyah, M. . (2020). Komunikasi Pemasaran. Jakarta: Erlangga.
Haris, A., Samosir, H.E., & Lubis, S. . (2022). Komunikasi Pemasaran Sebagai Strategi Memperluas Pasar. Jurnal Internasional Ilmu Sosial Dan Bisnis, 7(1), 89–98.
Heever, G. van den. (2022). Travelling Theories. Religion and Theology, 29(3–4). https://doi.org/10.1163/15743012-02903001
Kotler, P. & Armstrong, G. (2018). Prinsip Pemasaran. Harlow: Pearson Education Limited.
Kusumawardhani, E., & Sari, D. S. (2021). Gelombang Pop Culture Tik-Tok: Studi kasus Amerika Serikat, Jepang, India dan Indonesia. Padjadjaran Journal of International Relations, 3(1). https://doi.org/10.24198/padjir.v3i1.27758
Lin, X., & Kishore, R. (2021). Social media-enabled healthcare: A conceptual model of social media affordances, online social support, and health behaviors and outcomes. Technological Forecasting and Social Change, 166. https://doi.org/10.1016/j.techfore.2021.120574
Moleong, L. J. (2004). Metodologi penelitian pendidikan kualitatif. Bandung: PT Remaja Rosdakarya.
Moleong, L. J. (2010). Metode Penelitian Kualitatif. Bandung: Remaja Rosdakarya.
Nawawi, H. (2005). Penelitian Terapan. Yogyakarta: Gajah Mada University Press.
Neupane, D. (2021). The Conflict between Mechanical World and Natural World in ‟Travelling through the Dark” and ‟Woodchucks”: An Ecological Study. Journal of Population and Development, 2(1). https://doi.org/10.3126/jpd.v2i1.43469
Nielsen, J. A., Mathiassen, L., & Newell, S. (2022). Multidirectional Idea Travelling Across an Organizational Field. Organization Studies, 43(6). https://doi.org/10.1177/0170840621998566
Noor, A. (2013). Manajemen Event.
Putri, R. N. (2020). Indonesia dalam Menghadapi Pandemi Covid-19. Jurnal Ilmiah Universitas Batanghari Jambi, 20(2), 705. https://doi.org/10.33087/jiubj.v20i2.1010
Rehman, S.ul, Gulzar, R., & Aslam, W. (2022). Mengembangkan Integrated Marketing Communication (IMC) melalui Social Media (SM): Pendekatan Komunikasi Pemasaran Modern. SAGE Terbuka, 12(2).
Rijal, S., Arifin, M., Rante, M. W., Musawantoro, M., & Badollahi, M. Z. (2022). existence of tourism higher education under the ministry of tourism and creative economy (PTNP) toward Indonesia’s golden generation 2045. Linguistics and Culture Review, 6. https://doi.org/10.21744/lingcure.v6ns2.2111
Rizaldi, A., & Hidayat, H. (2020). Digital Marketing Communication Strategy. Jurnal Entrepreneur Dan Entrepreneurship, 9(2), 57–66. https://doi.org/10.37715/jee.v9i2.1340
Rosmadi, M. L. N. (2021). Penerapan Strategi Bisnis di Masa Pandemi Covid-19. Jurnal IKRA-ITH Ekonomika, Volume 4(No 1).
Rukajat, A. (2018). Pendekatan_Penelitian_Kualitatif_Qualita-pdf. 22.
Soegoto, E. S., & Rahmansyah, M. R. (2018). Use of internet as product marketing media using internet marketing method. IOP Conference Series: Materials Science and Engineering, 407(1). https://doi.org/10.1088/1757-899X/407/1/012053
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta, CV.
Sugiyono. (2018). Metode Penelitian Kualitatif, Kuantitatif, dan R&D. CV.Alfabeta.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (1st ed.). Penerbit Alfabeta.
Susilawati, S., Falefi, R., & Purwoko, A. (2020). Impact of COVID-19’s Pandemic on the Economy of Indonesia. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(2). https://doi.org/10.33258/birci.v3i2.954
Zubiaga, A., Liakata, M., & Procter, R. (2016). Learning Reporting Dynamics during Breaking News for Rumour Detection in Social Media.