JMM UNRAM - MASTER OF MANAGEMENT JOURNAL
Vol 6, No 2 (2017): JMM Juni 2017

PENETAPAN POSISI DI BENAK KONSUMEN (POSITIONING) MUSEUM NEGERI NTB BERDASAR PERSEPSI PENGUNJUNG

khairany, Kurnia (Unknown)
Saufi, Akhmad (Unknown)
Rinuastuti, Baiq Handayani (Unknown)



Article Info

Publish Date
21 Jul 2017

Abstract

This study aimed to determining the positioning of the State Museum of West Nusa Tenggara based on visitor’s perception. The research method used was qualitative approach with data collecting through interview, observation and documentation. Informants is selected by accidental sampling technique. Data  from  interviews  with 20  informants  were  analyzed  using content analysis method. The  results  showed  that  the  State  Museum  of  West  Nusa  Tenggara  hada positioning as edutainment with dimensions of value, uniqueness, credibility, sustainability and conformity. The museum should consider the desire and needs of visitors with the main purpose of the museum, which is to present the mission of education as well as entertainment to the public. Thus, the Museum of West Nusa Tenggara is expected to be a place to gain knowledge and experience as well as recreation that reaches all levels of society. The most important contribution of this study is the positioning model of the State Museum of West Nusa Tenggara based on the perception of visitors i.e. edutainment concept to become a pioneer for further empirical research. It is expected that in the future the managerial of West Nusa Tenggara State Museum can increase visit to the museum. Keywords: Museum, positioning, visitor perceptions, edutainment

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Journal Info

Abbrev

jurnal

Publisher

Subject

Decision Sciences, Operations Research & Management

Description

This journal focus is publishing management science article that include : - Marketing Management and Consumer Behavior - Financial Management - Human Resources Management - Operational ...