Pelaksanaan Komunikasi Pemasaran Dinas Ketahanan Pangan dan Pertanian Kota Surabaya Dalam Mempromosikan Ekowisata Hutan Mangrove Gunung Anyar. (Implementation of Marketing Communication from the Surabaya City Food Security and Agriculture Service in Promoting Ecotourism in the Gunung Anyar Mangrove Forest).

Purnama, Safira Dewi (2023) Pelaksanaan Komunikasi Pemasaran Dinas Ketahanan Pangan dan Pertanian Kota Surabaya Dalam Mempromosikan Ekowisata Hutan Mangrove Gunung Anyar. (Implementation of Marketing Communication from the Surabaya City Food Security and Agriculture Service in Promoting Ecotourism in the Gunung Anyar Mangrove Forest). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The city of Surabaya is a city that has tourism potential that can be managed to improve the quality of capabilities and welfare for residents in the city of Surabaya. One of the tourist attractions in the city of Surabaya is the Gunung Anyar Mangrove Forest Ecotourism which is a leading tourist attraction in the city of Surabaya with the diversity of mangroves, the diversity of animals, and tracking routes which are the main attraction for tourists. The purpose ofthis research is to implement the implementation of marketing communications from the Department of Food Security and Agriculture inthe City of Surabaya in promoting ecotourism in the Gunung Anyar mangrove forest. This study uses the Marketing Mix Model of Neil Bordenand Jerome McCarthy that marketing communications include 4P (Product, Price, Place, Promotion). This study uses a qualitative research method. Thisresearch consists of primary and secondary data sources. Meanwhile, data collection techniques carried out by the author through observation, interviews, and documentation. For more valid testing, researchers use triangulation of data sources. The results of the study found that in implementing marketing communications to promote ecotourism in the Mount Anyar mangrove forest, DKPP Surabaya Kota Surabaya needs to pay attention to several things that have special emphasis. As a means of disseminating information, Instagram social media with the account @dkppsurabaya was chosen by DKPP Kota Surabaya as a medium to achieve their target. The reason for choosing Instagram is because it is considered a very efficient platform in conveying information to the public. Keywords: Marketing Communications, Marketing Mix Model, Promotion, Ecotourism

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