Analisa Penerapan Chse Sebagai Strategi Promosi Industri Mice Di Jiexpo Kemayoran Dan Jakarta Convention Centre
Keywords:
Strategi Promosi, Protokol Kesehatan, CHSE, MICEAbstract
Penelitian ini bertujuan untuk menganalisis penerapan protokol kesehatan CHSE sebagai strategi promosi industri Venue MICE di DKI Jakarta, yang mana venue MICE yang diteliti adalah Jakarta International Expo Kemayoran atau biasa disebut JIEXPO dan Jakarta Convention Centre atau sering disebut JCC. Analisis strategi promosi yang digunakan adalah 5 bauran promosi yang terdiri Advertising, Public Relation, Direct Marketing, Personal Selling, Sales Promotion. Pada penelitian ini menggunakan jenis penelitian kualitatif dengan metode deskriptif dan verifikatif, metode pengumpulan data pada penelitian ini dilakukan dengan menggunakan data primer yaitu wawancara dan data sekunder yaitu studi literatur. Hasil penelitian menunjukan bahwa strategi promosi dalam penerapan protokol kesehatan CHSE di JIEXPO adalah melalui sosial media, website, email dan stand-stand banner. Hampir sama dengan JIEXPO, strategi promosi yang digunakan JCC adalah melalui sosial media, website, dan email, karena sangat efektif pada kondisi seperti ini. Adapun saran yang dapat diberikan untuk JIEXPO adalah untuk memaksimalkan penggunaan sosial media dengan fitur yang dimiliki didalamnya dan mencoba sosial media lain yang tidak hanya menggunakan Instagram.
Kata Kunci: Strategi Promosi, Protokol Kesehatan, CHSE, MICE.
Abstract
This study aims to analyze the implementation of the CHSE health protocol as a promotion strategy for the MICE venue industry in DKI Jakarta, where the MICE venues studied were the Jakarta International Expo Kemayoran or commonly called JIEXPO and the Jakarta Convention Center or often called JCC. Analysis of the promotion strategy used is 5 promotion mix consisting of Advertising, Public Relations, Direct Marketing, Personal Selling, Sales Promotion. This research uses qualitative research with descriptive and verification methods, the data collection method in this study was carried out using primary data, namely interviews and secondary data, namely literature studies. The results showed that the promotion strategy in implementing the CHSE health protocol at JIEXPO was through social media, websites, emails and banner stands. Similar to JIEXPO, the promotional strategy used by JCC is through social media, website, and email, because it is very effective in these conditions. The advice that can be given to JIEXPO is to maximize the use of social media with the features it has and try other social media that does not only use Instagram.
Keywords: Promotion Strategy, Health Protocol, CHSE, MICE.
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