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Journal of Indonesian Tourism and Policy Studies

Abstract

This paper discusses the application of the 6P marketing mix (Product, Price, Place/Distribution, Promotion, Politics, and Public Opinion) by Jakarta Tourism and Creative Economy Office through The Office of Tourism and Creative Economy in order to organize domestic MICE activities ( Meeting, Incentive, Convention, and Exhibition) in 2019 until 2020. This research uses the type of qualitative research and descriptive research with data collection techniques of observation, interviews, and literature studies. The results of the study are suggested and recommended to The Jakarta Tourism and Creative Economy Office to open new jobs, actively holding MICE events, especially business to customers (B2C), and establish cooperation with stakeholders by providing legal certainty.

Bahasa Abstract

Penelitian ini membahas tentang penerapan bauran pemasaran 6P (Produk, Harga, Tempat/Distribusi, Promosi, Politik, dan Opini Publik) oleh Pemerintah Provinsi DKI Jakarta melalui Dinas Pariwisata dan Ekonomi Kreatif dalam penyelenggaraan kegiatan MICE (Meetings, Incentives, Conventions , dan Pameran) di dalam negeri dari tahun 2019 hingga 2020. Penelitian ini menggunakan penelitian kualitatif dan penelitian deskriptif dengan teknik pengumpulan data observasi, wawancara, dan studi kepustakaan atau studi pustaka. Hasil penelitian menyarankan dan merekomendasikan kepada Dinas Pariwisata dan Ekonomi Kreatif DKI Jakarta untuk membuka lapangan kerja baru, aktif mengadakan event MICE business to customer (B2C), dan menjalin kerjasama dengan stakeholders dengan memberikan kepastian hukum.

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