Strategi Komunikasi Terintegrasi Berbasis Paradigma Marketing: Upaya Museum Siwalima dalam Keterlibatan Generasi Muda

Angelie Natalia Sapulette; Sandra Telusa

doi:10.30598/populisvol17iss1pp95-109

Angelie Natalia Sapulette Universitas Pattimura
Sandra Telusa Universitas Pattimura

DOI: https://doi.org/10.30598/populisvol17iss1pp95-109

Keywords: Integrated Communication Strategy, Marketing Paradigms, Youth Engagement, Cultural Institutions, Internal Marketing

Abstract

This article aims to analyze the integrated communication strategy grounded in marketing paradigms implemented by the Siwalima Museum to enhance youth engagement. The study is motivated by the declining interest of younger generations in cultural institutions such as museums, and the urgent need for adaptive and innovative communication approaches. Employing a qualitative methodology, this research uses a case study design, participatory observation, and in-depth interviews with museum administrators, young visitors, and strategic partners. Findings reveal that Siwalima Museum structures its communication strategy through six key stages: situational analysis, goal setting, audience targeting, message formulation, communication program development, and evaluation. These strategies manifest in thematic events, digital media utilization, creative advertising, and student-specific discount programs. The museum also applies three core marketing approaches: internal marketing through team building and staff training; integrated marketing by aligning product, price, and promotion; and relationship marketing via partnerships with schools, communities, and private sector actors through the “Friends of Siwalima Museum” initiative. The novelty of this study lies in its integration of marketing principles within public and educational museum communication, offering a holistic approach that bridges cultural values with the communication preferences of younger audiences. The study recommends that other cultural institutions adopt integrated communication strategies responsive to youth dynamics to ensure social relevance and institutional sustainability in the social sciences and humanities domain.

Downloads

Download data is not yet available.

References

Annechini, C., Menardo, E., Hall, R., & Pasini, M. (2020). Aesthetic attributes of museum environmental experience: a pilot study with children as visitors. Frontiers in Psychology, 11, 508300.
Aprilia, C., Yusra, Y., & Ismail, I. R. (2022). Measuring tsunami museum visitor satisfaction: an importance performance map analysis. Cogent Business & Management, 9(1), 2020398.
Barr, J., ten Berge, C. M., van Daal, J. M., & van Oppen de Ruiter, B. F. (2019). The girl with the golden wreath: Four perspectives on a mummy portrait. Arts, 8(3), 92.
Camarero, C., Garrido, M.-J., Vicente, E., & Redondo, M. (2019). Relationship marketing in museums: influence of managers and mode of governance. Public Management Review, 21(10), 1369–1396.
Chukwu, E., Adu-Baah, A., Niaz, M., Nwagwu, U., & Chukwu, M. U. (2023). Navigating ethical supply chains: the intersection of diplomatic management and theological ethics. International Journal of Multidisciplinary Sciences and Arts, 2(3), 127–139.
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5 (ed.)). Sage Publications.
Fischer, D., Reinermann, J.-L., Mandujano, G. G., DesRoches, C. T., Diddi, S., & Vergragt, P. J. (2021). Sustainable consumption communication: A review of an emerging field of research. Journal of Cleaner Production, 300, 126880.
Fraccastoro, S., Gabrielsson, M., & Pullins, E. B. (2021). The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs. International Business Review, 30(4), 101776.
Gonsales, F. I. (2021). Social marketing for museums: an introduction to social marketing for the arts and culture sector. RAUSP Management Journal, 56, 314–333.
Han, H., Lee, S., & Hyun, S. S. (2019). Role of internal and external museum environment in increasing visitors’ cognitive/affective/healthy experiences and loyalty. International Journal of Environmental Research and Public Health, 16(22), 4537.
Hanafiah, M. H., Abd Hamid, M., & Muttaqim, H. (2021). Exploring Aceh Tsunami Museum visitors’ motivation, experience and emotional reaction. Curator: The Museum Journal, 64(4), 613–631.
Juska, J. M. (2021). Integrated marketing communication: advertising and promotion in a digital world. Routledge.
Lee, K. (2021). Critique of design thinking in organizations: Strongholds and shortcomings of the making paradigm. She Ji: The Journal of Design, Economics, and Innovation, 7(4), 497–515.
Mabula, R. M. (2019). An internal integrated marketing communication approach for city branding. University of the Free State.
Mirzachaerulsyah, E., Wiyono, H., & Hasudungan, A. N. (2023). How Peace Tourism Involves Youth in Peacebuilding: Examples from Maluku-Indonesia? Journal of Education, Society & Multiculturalism, 4(1), 156–195. https://doi.org/10.2478/jesm-2023-0009
Nasirahmadi, A., & Hensel, O. (2022). Toward the next generation of digitalization in agriculture based on digital twin paradigm. Sensors, 22(2), 498.
Přemysl Písař, M. B. A. (2021). The interaction between the marketing communications audit and visitors in museum facilities. Communication Today, 12(1), 80–95.
Recupero, A., Talamo, A., Triberti, S., & Modesti, C. (2019). Bridging museum mission to visitors’ experience: Activity, meanings, interactions, technology. Frontiers in Psychology, 10, 2092.
Rehman, S. U., Gulzar, R., & Aslam, W. (2022). Developing the integrated marketing communication (imc) through social media (sm): the modern marketing communication approach. Sage Open, 12(2), 21582440221099936.
Rumodar, J. S., Manuputty, E. A. W., & Rumalatu, G. A. (2023). The Influence Of Promotional Mix On Visit Interest Tourism To Air Belanda, Saleman Village, Central Maluku District. Brilliant International Journal Of Management And Tourism, 3(3), 36–51.
Schapper, A. (2019). Build the wall! Village fortification, its timing and triggers in southern Maluku, Indonesia. Indonesia and the Malay World, 47(138), 220–251.
Seyfi, S., Michael Hall, C., & Fagnoni, E. (2019). Managing world heritage site stakeholders: A grounded theory paradigm model approach. Journal of Heritage Tourism, 14(4), 308–324.
Sharma, V., Raut, R. D., Mangla, S. K., Narkhede, B. E., Luthra, S., & Gokhale, R. (2021). A systematic literature review to integrate lean, agile, resilient, green and sustainable paradigms in the supply chain management. Business Strategy and the Environment, 30(2), 1191–1212.
Shearer, R. L., Aldemir, T., Hitchcock, J., Resig, J., Driver, J., & Kohler, M. (2020). What students want: A vision of a future online learning experience grounded in distance education theory. American Journal of Distance Education, 34(1), 36–52.
Stein, D. J., Shoptaw, S. J., Vigo, D. V, Lund, C., Cuijpers, P., Bantjes, J., Sartorius, N., & Maj, M. (2022). Psychiatric diagnosis and treatment in the 21st century: paradigm shifts versus incremental integration. World Psychiatry, 21(3), 393–414.
Treiblmaier, H., & Petrozhitskaya, E. (2023). Is it time for marketing to reappraise B2C relationship management? The emergence of a new loyalty paradigm through blockchain technology. Journal of Business Research, 159, 113725.
Trunfio, M., Jung, T., & Campana, S. (2022). Mixed reality experiences in museums: Exploring the impact of functional elements of the devices on visitors’ immersive experiences and post-experience behaviours. Information & Management, 59(8), 103698.
Werder, K. P., Nothhaft, H., Verčič, D., & Zerfass, A. (2020). Strategic communication as an emerging interdisciplinary paradigm. In Future directions of strategic communication (pp. 5–23). Routledge.
Yi, T., Lee, H., Yum, J., & Lee, J.-H. (2022). The influence of visitor-based social contextual information on visitors’ museum experience. Plos One, 17(5), e0266856.