Institutional Repository | Satya Wacana Christian University: Strategi Pemasaran Jasa Rekreasi Cave Tubing Kalisuci

STRATEGI PEMASARAN
JASA REKREASI CAVE TUBING KALISUCI
Oleh :
FAJARRANI ENGGAR KUSUMANINGSIH
NIM : 212007144

KERTAS KERJA
Diajukan kepada Fakultas Ekonomika dan Bisnis
Guna Memenuhi Sebagian dari
Persyaratan-persyaratan untuk Mencapai
Gelar Sarjana Ekonomi

FAKULTAS

: EKONOMIKA DAN BISNIS

PROGRAM STUDI

: MANAJEMEN

FAKULTAS EKONOMIKA DAN BISNIS

UNIVERSITAS KRISTEN SATYA WACANA
SALATIGA
2012

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STRATEGI PEMASARAN JASA REKREASI CAVE TUBING KALISUCI

Fajarrani Enggar Kusumaningsih
Mahasiswa FEB Universitas Kristen Satya Wacana
ABSTRACT
Indonesia is a country with great tourism potencies, espescially nature
based tourism. Daerah Istimewa Yogyakarta (DIY) is one of the provinces in
Indonesia which is endowed with a lot of tourism objects. Activity that combines
cave exploring (caving) and river tracking using a tyre as the floating media
(tubing. cave tubing was firstly introduced to public in 2009. Therefore it is still

relatively new. To develop and maintain its existence, appropriate marketting
strategies are very important. This study ia aimed to find out the reason behind
the establishment of cave tubing recreacional object, marketing strategies and
their implementations.
This is a qualitative research. Data were collected using interview and
observation techniques. To test the validity of the data, two analytical methods
were applied. They are data triangulasi and method triangulasi. This research
involved three people from core manajement, three quides and five consumers of
cave tubing recreation object.
Research findings that the reason of cave tubing established was the fact
that Kalisuci prosses unique characters compared the other places, in which it
offen three recreation concept caving, tacking and rafting. In its marketing,
Kalisuci has not applied STP. Promotions are conducted using medias such as
brochres, facebook, twitter and blog. Although quit simple, the management
claimed that these promotions are effective. It is proven from the number of visitor
that increase graduallyyear after year. However, consumers considered the
promotion are not very effective as they know about Kalisuci not from
promotional activities conducted by the marketing them but from their friends.
Keywords : Marketing strategies, Recreational service, AIDA.

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