Analisis Penerapan Owned Media pada PT. Jogja Eco Wisata
DOI:
https://doi.org/10.30989/ijess.v2i1.1298Kata Kunci:
Owned Media, P.T. Jogja Eco Tourism, The problem of owned media, The strategy of owning media.Abstrak
PT Jogja Eco Tourism is a tourism company operating in Yogyakarta, Indonesia. They have a number of media owned assets, such as the official website, social media accounts. This research is Field Reseach. There are eleven (11) problems that lie behind the lack of confidentiality to owned media owned by PT. Jogja Eco Tourism due to lack of management in its managerial terms such as, a) Content Planning, b) Content Building, c) SEO optimization, d) Website Management, e) Social Media Management, f) Quality Control, g) Performance Analysis, h) Interaction with Audiences, i) Integration with Marketing Strategy and also j) Compliance with Law and Ethics as well as k) Lack of human resources. A number of steps have been attempted by PT. Jogja Eco Tourism to solve eleven (11) problems on owned media. There are 6 steps that have been taken by P. jogja Eco tourism in solving these problems. The method is to: (a) set goals (b) posting consistency (c) target audiences (d) management or maintenance (e) content selection up to (f) recruitment of new employees to advance online marketing performance. The settlement has not covered legal and ethical compliance issues, considering that P.T. Jogja Eco Tourism Centre is dealing with the law at the moment.
Referensi
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Abuhmeidan, M. T., (2023). The Influence of Digital Marketing on Brand Equity for Private Hospitals in Jordan. PhD thesis. University of Bedfordshire.
APJII. (2022). Profil Internet Indonesia 2022. June, 10. apji.or.id
Arikunto, S. (2016). Prosedur Penelitian Suatu Pendekatan Praktik. Rineka Cipta.
Ayesha, I., Pratama, I. W. A., Hasan, S., Amaliyah, Effendi, N. I., Yusnanto, T., Diwyarthi, N. D. M. S., Utami, R. D., Firdaus, A., Mulyana, M., Fitriana, Norhidayati, & Egim, A. S. (2022). Digital Marketing (Tinjauan Konseptual). In PT. Global Eksekutif Teknologi. PT. Global Eksekutif Teknologi.
Baetzgen, A., & Tropp, J. (2015). How Can Brand-Owned Media Be Managed? Exploring the Managerial Success Factors of the New Interrelation Between Brands and Media. JMM International Journal on Media Management, 17(3), 135–155. https://doi.org/10.1080/14241277.2015.1088017
Chu, S. C., Deng, T., & Cheng, H. (2020). The role of social media advertising in hospitality, tourism and travel: a literature review and research agenda. International Journal of Contemporary Hospitality Management, 32(11), 3419–3438. https://doi.org/10.1108/IJCHM-05-2020-0480
Diaconescu, M. (2010). Marketing. Bucuresti: Ed. Universitara, P. 111.
Doembana, I., Rahmat, A., & Farhan, M. (2017). Buku Ajar: Manajemen Dan Strategi komunikasi Pemasaran. Zahir Publishing.
Enjelica, E., Jesica, Chang, J., Filbert, F., Sinambela, F. A., & Fahlevi, R. (2023). Penerapan dan Pengembangan Media Sosial Umkm Jhn Shop Kota Batam. EKOMA?: Jurnal Ekonomi, Manajemen, Akuntansi, 2(2), 284–302.
Firmansyah, M. A. (2019). Buku Pemasaran Produk dan Merek. Qiara Media.
Firmansyah, M. A. (2020). Buku Komunikasi Pemasaran. Qiara Media.
Gallo, C. (2015). Experien?a Apple. Secretele construirii unei rela?ii pe termen lungcu clien?ii. Bucuresti: Ed. Amaltea, p.12.
Hartiana, T. I., Lapalelo, A., & Krisdinanto, N. (2023). Social Control or Public Image, When Mass Media and University-Owned Media Construct Narratives of Sexual Violence. Jurnal Komunikasi, 17(1), 86–103.
Husin, S. N., Edastama, P., & Tambunan, A. (2022). Digital Marketing Strategy using White Hat SEO Techniques. International Journal of Cyber and IT Service Management, 2(2), 171–179. https://doi.org/10.34306/ijcitsm.v2i2.118
Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288–299. https://doi.org/10.1108/09513540810875635
Jabeen, F., Faisal, M. N., & Al Matroushi, H. (2019). Determinants of innovation decisions among Emirati female-owned small and medium enterprises. International Journal of Gender and Entrepreneurship, 11(4), 408–434. https://doi.org/10.1108/IJGE-02-2019-0033
Kaufman, I., & Horton, C. (2014). Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives. Managers, and Students. NewYork: Ed. Routledge, p.49.
Kilgo, D., & Mourão, R. R. (2019). Delegitimizing features include the use of marginalizing frames, rhetorical devices, and official-led sourcing patterns. International Journal of Communication, 13, 4287–4305.
Kilgour, M., Sasser, S., & Larke, R. (2015). The social media transformation process: curating content into strategy. Corporate Communications: An International Journal, 20(3), 326–343.
Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. Journal of Business Research, 131(March), 183–195. https://doi.org/10.1016/j.jbusres.2021.03.061
Lovett, M. J., & Staelin, R. (2016). The role of paid, earned, and owned media in building entertainment brands: Reminding, informing, and enhancing enjoyment. Marketing Science, 35(1), 142–157. https://doi.org/10.1287/mksc.2015.0961
Macnamara, J., Lwin, M., Adi, A., & Zerfass, A. (2016). “PESO” media strategy shifts to “SOEP”: Opportunities and ethical dilemmas. Public Relations Review, 42(3), 377–385. https://doi.org/10.1016/j.pubrev.2016.03.001
Matura, P. (2018). Digital Marketing Mix Strategies in the Tourism Industry in Zimbabwe: A Masvingo Tourism Destination Perspective. International Journal of Engineering and Management Research, 8(6), 211–219. https://doi.org/10.31033/ijemr.8.6.22
Moleong, L. J. (2013). Metode Penelitian Kualitatif. Edisi Revisi. PT. Remaja Rosdakarya.
Nita, A,. Marketing. Note de curs. Available at: <https://www.academia.edu/13203414/MARKETING_Note_de_curs_CAP.1_NO%C5%A2IUNI_INTRODUCTIVE_1.1_Definirea_conceptului_de_marketing>, pp. 9 – 26 [Accessed 21 January 2016].
Octavia, G., & Sari, W. P. (2018). Bentuk Komunikasi Pemasaran Digital ST22 Consulting. Prologia, 2(2), 339. https://doi.org/10.24912/pr.v2i2.3598
Pantano, E., Priporas, C. V., & Migliano, G. (2019). Reshaping traditional marketing mix to include social media participation: Evidence from Italian firms. European Business Review, 31(2), 162–178. https://doi.org/10.1108/EBR-08-2017-0152
Pavalache, I., M. (2016). Bulletin Of The Transilvania University Of Bra?ov. Economic Sciences, VOL. 9 (58) NO. 1, 34–37.
Pisu?a, E., Florek, M., & Homski, K. (2023). Marketing communication via geocaching – When and how it can be effective for places? Journal of Outdoor Recreation and Tourism, 42, 1–14. https://doi.org/10.1016/j.jort.2023.100622
Putra, E. Y., Utami, N. A. De, Aulia, G., Rena, Lim, J., & Jason. (2023). Implementasi Strategi Sosial Media Marketing Pada UMKM @keralaparotta_hf. SAFARI?:Jurnal Pengabdian Masyarakat Indonesia, 3(1), 63–74.
Said, M. Y., & Miah, S. (2019). Konsep dan Strategi Pemasaran. SAH Media.
Saraswati, D. A., & Hastasari, C. (2020). Strategi Digital Content Marketing pada Akun Media Sosial Instagram Mojok.co Dalam Mempertahankan Brand Engagement. Biokultur, 9(2), 152. https://doi.org/10.20473/bk.v9i2.22980
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach. John Wiley & Sons, Inc. https://doi.org/10.1108/lodj-06-2013-0079
Srinivasan, S., Rutz, O. J., & Pauwels, K. (2016). Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity. Journal of the Academy of Marketing Science, 44(4), 440–453. https://doi.org/10.1007/s11747-015-0431-z
Sülük, S. B., & Aydin, K. (2019). Marketing communications and experiential marketing in the context of augmented reality. Contemporary Studies in Economic and Financial Analysis, 101, 153–162. https://doi.org/10.1108/S1569-375920190000101010
Thaha, A. R., Maulina, E., Muftiadi, R. A., & Alexandri, M. B. (2021). Digital Marketing and SMEs: A Systematic Mapping Study. Library Philosophy and Practice, 2021(April), 1–19.
Warmayana, I. G. A. K. (2018). Pemanfaatan Digital Marketing dalam Promosi Pariwisata pada Era Industri 4.0. Pariwisata Budaya: Jurnal Ilmiah Agama Dan Budaya, 3(2), 81. https://doi.org/10.25078/pba.v3i2.649
Yanto, A. F., & Rusda, A. C. (2022). Perancangan Website Sebagai Media Pemasaran Online Pada Industri Rumah Tangga Trust Menggunakan Prestashop. Jurnal Ekonomi Dan Teknik Informatika, 10(1), 11–17.
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2024-05-31
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