STRATEGI KOMUNIKASI PEMASARAN MATAYA ART AND HERITAGE PADA EVENT “PAMERAN KAIN NUSANTARA’’

Abstract

This research is a case study because this research uses a qualitative approach
and involves case study research. The result of this research is descriptive
analysis. Sources of data in this study are words and actions obtained from
informants connected to research, while documents or other written sources are
additional data. The data analysis technique used interactive analysis. Analysis
was carried out on all data obtained from interviews and documentation. The
results ofthe research include History of the establishment of Mataya Arts And
Heritage, Organizational Structure of Mataya Arts And Heritage, Management of
Mataya Arts And Heritage, Vision and Mission of Mataya Arts And Heritage,
Cultural Event Activities " Cerita Kain tentang Kain " / Kain Nusantara Surakarta
Held by Mataya Arts And Heritage, Marketing Communication Strategy with the
"Friendship" Principle, Communication strategy to increase customer trust,
Strategyfor selecting promotional media in the Mataya Arts And HeritageEvent
Organizer. The conclusion of this research is the marketing communication
strategy carried out by Mataya Art And Heritage at theKain Nusantara Event in
Surakarta, and the social media used "Mataya Art And Heritage" and the
researcher's expected that it can be used as input for the Event Organizer
"Mataya Art And Heritage" inorder to they can be a successful Event Organizer
and their services are always used by the company in doing promotions.