ANALISIS KONSEP INTEGRATED MARKETING COMMUNICATION (IMC) PADEPOKAN TARI LANGEN KUSUMA KABUPATEN PONOROGO

This thesis is entitled Analysis of Integrated Marketing Communication (IMC) Concept of Padepokan Tari Langen Kusuma, Ponorogo Regency. The purpose of this study is to find out how the Analysis of Integrated Marketing Communication (IMC) Concept used by Padepokan Tari Langen Kusuma, Ponorogo Regency in its communication and cultural promotion activities. This study uses qualitative descriptive, namely research that is directed to provide symptoms, facts or events systematically and accurately regarding the nature of the research and analyze its truth based on the data obtained. Data collection techniques using interview, observation and documentation techniques. The discussion is analyzed through interview results and using interpretation. Informants in this study amounted to 4 people, where all informants are related parties to Padepokan Tari Langen Kusuma. The sampling technique in this study was carried out by purposive sampling, using 1 informant as a key informant, namely the Director of the Langen Kusuma Dance Padepokan Program, Dedy Satya Amijaya, and 3 informants, namely 1 Head of the Langen Kusuma Dance Padepokan, 1 Social Media Admin of the Langen Kusuma Dance Padepokan, and 1 Public Relations Manager of the Langen Kusuma Dance Padepokan. This study will examine the Integrated Marketing Communication (IMC) concept used by the Langen Kusuma Dance Padepokan, Ponorogo Regency in its communication and cultural promotion activities using the Integrated Marketing Communication (IMC) theory. The results of the study show that the Integrated Marketing Communication (IMC) concept theory is an integrated communication concept strategy between elements that combine the strengths of Personal Selling, Interactive or Digital Marketing, and Public Relations. These three components are considered most appropriate to local characteristics, available resources, and cultural promotion objectives. so the Langen Kusuma Dance Padepokan has not been fully successful in implementing the six theories. Utilizing marketing communication strategies through social media can be an effective tool for cultural communication and promotion, as well as the preservation of traditional dance, supported by innovative strategies that adapt to digital trends

Keywoards: Integrated Marketing Communication (IMC) Concept, Communication Strategy, Langen Kusuma Dance Studio