PROPOSED MARKETING STRATEGY TO INCREASE VISITATION LEVEL OF THE INDONESIA SHARIA ECONOMIC FESTIVAL (ISEF) EVENT OF BANK INDONESIA

• Main Author: Putri Zayyana, Syavika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74455
• Institution: Institut Teknologi Bandung

The sharia economy has been gaining momentum in Indonesia in recent years, and Bank Indonesia has been at the forefront of promoting this sector. As the central bank of Indonesia, Bank Indonesia has implemented various strategies to raise awareness about the sharia economy and its potential benefits, one of which is through the Indonesia Sharia Economic Festival (ISEF) event. While the sharia economy has been gaining momentum in Indonesia, ISEF has struggled to attract a significant increase in attendance in recent years. This thesis examines the marketing strategies employed by Bank Indonesia to address the issue of stagnant visitation levels at the Indonesia Sharia Economic Festival (ISEF) event. Through a comprehensive review of literature, the thesis provides insights into the concept of the sharia economy, its growth trajectory in Indonesia, and the challenges faced by ISEF in attracting visitors. In particular, the thesis focuses on Bank Indonesia's marketing strategies for ISEF, which include leveraging social media platforms, STP, and collaborating with industry community. Through a qualitative and quantitative analysis of these strategies, the thesis assesses their effectiveness in addressing the issue of stagnant visitation levels. Qualitative data is obtained through interviews with ISEF officials and tenants of ISEF. Quantitative data is obtained through surveys and social media analytics. Through the combined utilization of SWOT analysis and TOWS matrix, this thesis proposed several marketing strategies to attract visitors of ISEF, namely, establish a new STP and strengthening customer engagement strategies.