STRATEGI KOMUNIKASI PEMASARAN SONGA ADVENTURE DALAM MEMBANGUN BRAND EQUITY

SONGA ADVENTURE MARKETING COMMUNICATION STRATEGY IN BUILDING BRAND EQUITY

Industri pariwisata berperan besar terhadap pertumbuhan ekonomi di Indonesia, seiring meningkatnya jumlah wisatawan. Di Jawa Timur, wisata alam khususnya wisata arung jeram di Sungai Pekalen, Kabupaten Probolinggo semakin digemari. Meningkatnya popularitas arung jeram mendorong pentingnya strategi komunikasi pemasaran agar perusahaan mampu bersaing dengan kompetitor. Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran Songa Adventure dalam membangun brand equity. Metode yang digunakan dalam penelitian ini adalah deskriptif kualitatif dengan jenis penelitian yaitu studi kasus. Data yang diperoleh melalui proses observasi, wawancara mendalam, dan dokumentasi. Hasil penelitian menyebutkan terdapat sepuluh strategi komunikasi pemasaran yang diterapkan Songa Adventure. Strategi tersebut mengimplementasikan delapan elemen Integrated Marketing Communiciation (IMC) dan menemukan tiga elemen terkuat yang efektif digunakan, yaitu sales promotion, event and experience, dan online and social media marketing. Dan terdapat satu elemen yang kurang optimal digunakan, yaitu public relation and publicity. Dari strategi komunikasi pemasaran tersebut menciptakan bentuk persepsi konsumen yang positif, sehingga memperkuat posisi Songa Adventure sebagai penyedia layanan arung jeram unggulan di Sungai Pekalen, Kabupaten Probolinggo, Jawa Timur.

The tourism industry plays a major role in economic growth in Indonesia, along with the increasing number of tourists. In East Java, nature tourism, especially white water rafting on the Pekalen River, Probolinggo Regency, is increasingly popular. The increasing popularity of white water rafting encourages the importance of marketing communication strategies so that companies can compete with competitors. This study aims to determine the marketing communication strategy of Songa Adventure in building brand equity. The method used in this study is descriptive qualitative with the type of research, namely case studies. Data obtained through observation, in-depth interviews, and documentation. The results of the study mention ten marketing communication strategies implemented by Songa Adventure. The strategy implements eight elements of Integrated Marketing Communication (IMC) and finds three strongest elements that are effectively used, namely sales promotion, events and experiences, and online marketing and social media. And there is one element that is less than optimally used, namely public relations and publicity. From this marketing communication strategy, it creates a positive form of consumer perception, thus strengthening Songa Adventure as a leading white water rafting service provider in the position of the Pekalen River, Probolinggo Regency, East Java.