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SOCIAL MEDIA AS MODERN PLATFORM TO CREATE AWARENESS OF SONOBUDOYO AND SANDI MUSEUMS IN YOGYAKARTA INDONESIA

Ayu Cornellia, Hermawan, Sinangjoyo, Prihatno

2022

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SOCIAL MEDIA AS MODERN PLATFORM TO CREATE AWARENESS OF SONOBUDOYO AND SANDI MUSEUMS IN YOGYAKARTA INDONESIA

Ayu Cornellia, Hermawan, Sinangjoyo, Prihatno

Tentang Publikasi

Abstract: Museum awareness through social media has been developing gradually. A
previous study related to the topic found that museum social media was not well managed.
It was related to the human resources competence in social media management even now it
is defeated by better solution to have consultant or outsourcing. Good museum management
will certainly have positive impact on the number of visits. However, not all museums have
enough number of human resources and also have clear procedures for the use of related
social media to increase the number of visits. The general objective of this study is to
describe the maximum use of social media in order to increase the number of museum visits
in Yogyakarta that specifically focuses on the types of social media and the strategies used
to build awareness and interest in visiting the museum. The research method is a mixed
qualitative quantitative approach in Sonobudoyo and Sandi museums in Yogyakarta,
Indonesia as both museums have active social media. The respondents were thirty-nine
Instagram followers of Sonobudoyo and thirty-eight followers of Sandi's Instagram. This
study concludes that the two museums have good implementation of Social Media
Marketing through Instagram and there is an increase in the number of visits after the social
media used and entertainment content are well managed as the best strategy. It is suggested
that the result of this study can provide solutions and input for other museums in Indonesia
to become the preferred tourism destination to develop social media through the right
Social Media Marketing (SMM) strategy to attract attention and interest of visitors,
especially young people as the targets set by the government.

 

Keywords: social media, instagram, museum, marketing communication