ANALISIS STRATEGI PEMASARAN HAMZAH BATIK MALIOBORO DALAM MENARIK MINAT WISATAWAN
DOI:
https://doi.org/10.46975/Keywords:
strategi pemasaran hamzah batik , bauran pemasaran 7P, wisata budayaAbstract
Industri batik Yogyakarta menghadapi tantangan persaingan yang semakin ketat pasca pandemi COVID-19, namun belum ada kajian mendalam yang menganalisis strategi pemasaran toko batik bersejarah di kawasan Malioboro secara empiris berbasis data wawancara lapangan. Penelitian ini bertujuan untuk menganalisis strategi pemasaran Hamzah Batik Malioboro dalam menarik minat wisatawan domestik dan mancanegara melalui pendekatan bauran pemasaran 7P yang mencakup product, price, place, promotion, people, process, dan physical evidence. Metode yang digunakan adalah deskriptif kualitatif dengan teknik wawancara mendalam terhadap pengelola toko, observasi lapangan, dan dokumentasi. Berdasarkan hasil wawancara, Hamzah Batik Malioboro telah beroperasi kembali sejak 2023 setelah sebelumnya sempat mengalami kebakaran, melayani segmen usia dari 1 tahun hingga dewasa, dan memanfaatkan platform digital seperti Instagram dan TikTok sebagai sarana promosi. Hasil penelitian menunjukkan bahwa strategi pemasaran yang diterapkan secara komprehensif terbukti efektif memulihkan dan meningkatkan kunjungan wisatawan. Dampak dari strategi ini adalah tumbuhnya loyalitas wisatawan, peningkatan eksposur digital, dan penguatan identitas budaya batik sebagai produk unggulan pariwisata Yogyakarta. Penelitian ini memberikan kontribusi novelty berupa analisis strategi pemasaran toko batik legendaris berbasis data primer lapangan pasca kebakaran, yang belum pernah diteliti sebelumnya.
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