Strategi Pemasaran Jasa Museum Perjoangan Bogor

Abstract

Museum Perjoangan Bogor is a potential tourism attraction because the visitors always increased since 2011 until 2013. However Museum Perjoangan Bogor has not made a clear and continuous marketing service activity. Museum Perjoangan Bogor needs help to plan and develop an appropriate marketing strategy. The purposes of this study are (1) to identify segmentation, targets, positioning and marketing mix of Museum Perjoangan Bogor; (2) analyze the strengths, weaknesses, opportunities and threats (SWOT) of Museum Perjoangan Bogor; (3) develop a marketing service strategy formulation for Museum Perjoangan Bogor. Data that be used in this study are primary data which was obtained through direct observation, interviews, focus grup discussion (FGD) and questionnaire, and secondary data which was obtained through the book, Badan Pusat Statistik (BPS) and other literature. The analysis tools which are used for this research are the SWOT Analysis and Analytical Hierarchy Process (AHP) supported by Expert Choice 11 and Microsoft Excel 2010. The results showed that the best alternatives strategy for Museum Perjoangan Bogor is to cooperate with various institutions/organizations to achieve museum’s objectives.