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ARTHUR SOLSOLAY. NIM: S231408020. 2016. STRATEGI

KOMUNIKASI PEMASARAN TERPADU (IMC) PEMERINTAH KOTA
AMBON DALAM MENGKOMUNIKASIKAN BRAND AMBON CITY OF
MUSIC MELALUI KEGIATAN PILAR IMC. TESIS. Pembimbing I: Prof.
Dr. Widodo Muktiyo, Pembimbing II: Drs. Ahmad Adib, M.Hum.,Ph.D. Program Studi
Ilmu Komunikasi, Pasca Sarjana, Universitas Sebelas Maret Surakarta.

Abstrak
Kota Ambon merupakan salah satu kota tujuan wisata di Provinsi Maluku,
menyimpan pesona dan daya tarik wisata alam, sejarah, religi, kuliner,
pendidikan, seni budaya dan adat istiadat. Dalam bidang Seni dan budaya
masyarakat Kota Ambon khususnya dalam bidang seni musik, menjadi
karakteristik dan keunggulan kompetitif dalam membedakan dan bersaing dengan
daerah lainnya untuk menarik pengunjung datang menikmati, bekspresi lewat
atraksi musik dan mengelar berbagai pertunjukan. Untuk mengembangkan dan
memicu perkembangan seni musik di Kota Ambon, Pemerintah Kota Ambon
merasa perlu membentuk sebuah brand yang menjadi merek pembeda dan
menjadi icon pariwisata Kota Ambon. Brand Ambon City of Music dicetuskan
dengan harapan dapat mejadi titik awal pengembangan kota Ambon menjadi lebih
kompetitif lewat berbagai aktifitas Komunikasi Pemasaran Terpadu dalam
komunikasi merek.
Tujuan dalam penelitian ini adalah mendeskripsikan dan menganalisis
konsep Pilar IMC dalam langkah-langkah yang dilakukan Pemerintah Kota
Ambon dalam mengkomunikasikan brand Ambon City of Music.
Peneliti menggunakan teori Komunikasi Pemasaran Terpadu (IMC) yang
dicetuskan oleh Jerry kliatchko dalam International Journal of Advertising
Towards a New Defenition on Integrated Marketing Communication (IMC),
(Estawara, 2008:90), yang mengatakan bahwa IMC adalah konsep dan proses
yang secara strategis mengelola komunikasi merek berdasarkan atas pendekatan
khalayak, media dan hasil sepanjang waktu.
Metode peneltian yang digunakan adalah studi deskriptif. Menggambarkan
realitas yang sedang terjadi tanpa menjelaskan hubungan antar variable sebagai
usaha menemukan jawaban dari pertanyaan yang menyangkut bagaimana dan
mengapa yang begitu identik dengan sebuah penelitian kualitatif.
Dalam penelitian, peneliti menemukan bahwa pemerintah Kota Ambon
telah melakukan langkah-langkah strategis dalam konsep pilar IMC yaitu dengan
pendekatan khalayak (pemerintah, swasta/stakeholder, elemen masyarakat) dan
media (elemen communication marketing mix), walaupun ada beberapa elemen
yang belum terintegrasi dengan baik.

Kata Kunci : Ambon City of Music, brand dan Komunikasi Pemasaran Terpadu
(IMC).

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ARTHUR SOLSOLAY. NIM: S231408020. 2016. STRATEGY OF INTEGRATED

MARKETING COMMUNICATIONS (IMC) AMBON IN CITY GOVERNMENT TO
COMMUNICATE BRAND "AMBON CITY OF MUSIC" ACTIVITY THROUGH THE PILLAR
IMC. Thesis. First Councelor: Prof. Dr. Widodo Muktiyo, Second Councelor: Drs.
Ahmad Adib, M.Hum.,Ph.D.. Communication Science Study Program. Postgraduate.
Surakarta Sebelas Maret University.

Abstract
Ambon city is one of the tourist destinations of Maluku province, which
has very unique natural interest place covered by historical, religious, culinary,
education, art, culture and customs inside. In the art and culture side, Ambonese
people has special characteristic and distinguishing as competitive advantage to be
compete with other regions as one of visitors attractions to come and enjoy the
culture expression through variety of music performances. To increase the
development of art and music potential, Ambon city government has initiative to
build a brand awareness of the city as differentiator brand and as well as an icon
of Ambon city tourism. Brand "Ambon City of Music" was initiated with purpose
to becoming a starting point for the development of Ambon city to be more
competitive through Integrated Marketing Communication Strategy in brand
communication.
The purpose of this research is to describe and analyze the concept of IMC
Pilar in the steps which taken by the Government of Ambon city in
communicating the brand awareness Ambon City of Music".
Researchers used the theory of Integrated Marketing Communications
(IMC), which was initiated by Jerry kliatchko in the International Journal of
Advertising "Towards a New Defenition on Integrated Marketing Communication
(IMC), (Estawara, 2008: 90), who said that the IMC is the concept and process of
strategically managing the brand communication approach based on the audience,
the media and the results all the time.
research method used is descriptive study. Describes the reality that is
happening without explaining the relationship between variables an attempt to
find answers to questions concerning the "how and why that is so synonymous
with a qualitative research.
Based on the research made, researchers found that the government of
Ambon City has made qualify strategic applied IMC pillar concept which using
the society audiences approached (government, private sector / stakeholder,
elements of the community) and the media (elements of the marketing
communication mix), although there are some elements that have not been well
integrated.

Keywords: Ambon City of Music, brand and Integrated Marketing

Communications (IMC).

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