LISTYANTI, NYOSISCA and Rahmiaji, Lintang Ratri (2024) EVALUASI STRATEGI KOMUNIKASI PEMASARAN DIGITAL DINAS PARIWISATA DAN KEBUDAYAAN KOTA SEMARANG. Masters thesis, Universitas Diponegoro Semarang.

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Abstract

The development of digital technology is utilized by Semarang City Tourism
Department to increase the reach of Semarang City tourism promotion. The change
in digital marketing strategy from offine to online in Semarang City Disbudpar has
been carried out since 2020 and there are several obstacles in the process, so that
Semarang City Disbudpar has made several changes related to digital marketing
communication strategies through existing social media. This research aims to find
out the digital marketing strategy of Semarang City Disbudpar and evaluate the
digital marketing communication strategy carried out in the 2020-2023 time span.
The methodology in this research is a qualitative single case study that focuses on
the digital marketing strategy of Semarang City Disbudpar in 2022-2023. Data
collection techniques are documentation, recordings, interviews and direct
observation. The theories used are organizational communication theory,
marketing communication, digital marketing communication and CIPP evaluation.

The results of this study are digital marketing communication media used by
Disbudpar Semarang City is content based media, namely social media platforms
that prioritize material, conversation, and the level of comments on the material or
content, including Instagram, YouTube, Facebook and the website. The social
media that is more focused on being managed and conceptualized is Instagram,
while the results of the Semarang City Disbudpar survey the first social media used
by Semarang City tourists is Tik Tok. Furthermore, the evaluation of digital
marketing communication strategies carried out starting from the evaluation of
context (Purpose). input (HR and Budget), Process (Implementation of strategies)
and Product (Content) has not been maximized and there needs to be an increase,
especially in product evaluation (content), namely analysis of all social media
content managed by Disbudpar Semarang City..

Keyword: Strategy Evaluation, CIPP Evaluation, Digital marketing
communication strategy, Disudpar Semarang

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