UPAYA INBOUND MARKETING OLEH GEMBIRA LOKA ZOO YOGYAKARTA DI ERA PANDEMI COVID 19

Sari

One of the tourist attractions in Yogyakarta that has been affected by the Covid pandemic is Gembira Loka Zoo (GL Zoo). GL Zoo had not been operating for a long time during the Covid 19 pandemic, this had an impact on the company's income, where they had to continue to provide food for their animals. In September 2021, GL Zoo is allowed to operate again with various new policies. With the reopening of GL Zoo, the manager needs a massive promotional media to provide information back to customers. The use of inbound marketing through the use of websites, blogs and social media is an important thing for business people to do because it can increase sales significantly. This study tries to examine the efforts of GL Zoo to implement Inbound Marketing. The research was conducted by descriptive qualitative method with data collection using observation. The results obtained are that GL Zoo has made Inbound Marketing efforts quite well, but has not been maximized. The implementations carried out by GL Zoo are Attract, Close, and Delight. While the convert stage has been attempted, as shown on the website, when the observation was carried out, the landing page for booking tickets to visit could not be done.

Keywords: inbound marketing, GL Zoo, Marketing, Tourism

Salah satu obyek wisata di Yogyakarta yang terdampak pandemic Covid adalah Gembira Loka Zoo (GL Zoo). GL Zoo sempat tidak beroperasi lama selama pandemic Covid 19, hal tersebut berdampak pada pendapatan perusahaan, dimana mereka harus tetap memberikan pakan satwa-satwanya. Pada September 2021, GL Zoo diperbolehkan beroperasi kembali dengan berbagai kebijakan baru. Dengan dibukanya Kembali GL Zoo maka pengelola membutuhkan media promosi yang massif untuk memberikan informasi kembali bagi pelanggan. Penggunaan inbound marketing melalui pemanfaatan website, blog dan media sosial adalah hal yang penting untuk dilakukan oleh para pelaku usaha karena dapat meingkatkan penjualan secara signifikan. Penelitian ini mencoba meneliti upaya GL Zoo menerapkan Inbound Marketing. Penelitian dilakukan dengan metode kualitatif deskriptif dengan pengumpulan data menggunakan observasi. Hasil yang diperoleh adalah GL Zoo telah melakukan upaya Inbound Marketing secara cukup baik, namun belum maksimal. Penerapan yang dilakukan GL Zoo yaitu Attract, Close, dan Delight. Sementara tahapan convert telah diupayakan seperti terlihat di websitenya, namun saat observasi dilakukan landing page untuk pemesanan tiket berkunjung tidak dapat dilakukan.

Kata Kunci: Inbound Marketing, GL Zoo, Pemasaran, Pariwisata