Evaluasi dan Perancangan Strategi Pemasaran sebagai Upaya Peningkatan Minat Berkunjung ke Kebun Binatang Surabaya

Alexandra, Azzahra Aulia (2026) Evaluasi dan Perancangan Strategi Pemasaran sebagai Upaya Peningkatan Minat Berkunjung ke Kebun Binatang Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kebun Binatang Surabaya (KBS) telah melakukan berbagai upaya pemasaran, di antaranya meningkatkan alokasi anggaran pemasaran dari Rp130.034.704 pada tahun 2022 menjadi Rp1.358.086.709 pada tahun 2024, serta memanfaatkan media digital yang berhasil meningkatkan jumlah pengikut media sosial KBS dengan rata-rata lebih dari 25% pada tahun 2024. Meskipun demikian, jumlah kunjungan yang sempat meningkat hingga 2.198.875 pengunjung pada tahun 2023 justru mengalami penurunan pada tahun 2024 dan 2025. Kondisi tersebut menunjukkan bahwa berbagai upaya pemasaran yang telah dilakukan belum diikuti dengan peningkatan jumlah kunjungan secara berkelanjutan. Oleh karena itu, diperlukan evaluasi terhadap strategi pemasaran yang telah diterapkan serta perancangan strategi pemasaran yang lebih sesuai untuk meningkatkan minat kunjungan ke KBS. Penelitian ini bertujuan untuk merumuskan arah pengembangan KBS berdasarkan Segmenting, Targeting, Positioning (STP), merancang model bisnis usulan menggunakan Business Model Canvas (BMC), serta merumuskan strategi pemasaran usulan berdasarkan Marketing Mix 7P. Penelitian ini menggunakan pendekatan kuantitatif dan kualitatif melalui wawancara, Focus Group Discussion (FGD), benchmarking, serta penyebaran kuesioner Tourism Marketing 4A kepada 197 responden yang terdiri atas pengunjung dan non-pengunjung dengan jumlah sampel ditentukan menggunakan rumus Slovin dan Cochran. Berdasarkan hasil wawancara dengan pihak manajemen KBS, arah pengembangan KBS ditetapkan sebagai destinasi wisata berbasis konservasi, edukasi, dan rekreasi dengan keluarga dan institusi pendidikan sebagai target pasar utama. Berdasarkan arah pengembangan tersebut, dirumuskan model bisnis usulan yang berfokus pada perluasan segmen pelanggan mencakup generasi Z, milenial, dan segmen middle-up, penguatan nilai layanan melalui pengalaman wisata berbasis konservasi yang interaktif dan berbasis teknologi digital, pengembangan hubungan pelanggan melalui Customer Relationship Management (CRM), program membership, program keterlibatan masyarakat, diversifikasi sumber pendapatan, penguatan sumber daya dan aktivitas utama, serta perluasan kemitraan strategis. Selanjutnya, dirumuskan strategi pemasaran usulan berdasarkan Marketing Mix 7P yang berfokus pada pengembangan produk dan pengalaman wisata, strategi harga berbasis nilai, penguatan promosi dan layanan digital, peningkatan kualitas layanan dan proses kunjungan pengunjung, serta pengembangan lingkungan fisik yang mendukung identitas KBS sebagai destinasi wisata konservasi modern. Rekomendasi tersebut diharapkan mampu meningkatkan minat berkunjung ke KBS secara berkelanjutan.
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Surabaya Zoo (KBS) has undertaken various marketing efforts, including increase its marketing budget allocation from IDR130.034.704 in 2022 to IDR 1.358.086.709 in 2024, as well as leveraging digital media that successfully increased KBS’s social media followers by an average of more than 25% in 2024. However, the number of visits, which had increased to 2.198.875 visitors in 2023, actually declined in 2024 and 2025. This condition indicates that the various marketing efforts undertaken have not followed by a sustainable increase in visitors numbers. Therefore, an evaluation of the marketing strategies that have been implemented is needed, along with the design of a more suitable marketing strategy to increase visiting interest in KBS. This study aims to formulate KBS’s development direction based on Segmenting, Targeting, Positioning (STP), design a proposed business model using the Business Model Canvas (BMC), and formulate a proposed marketing strategy based on the Marketing Mix 7P. This study uses a quantitative and qualitative approach through interviews, Focus Group Discussion (FGD), benchmarking, and the distribution of a Tourism Marketing 4A questionnaire to 197 respondents consisting of visitors and non-visitors, with the sample size determined using the Slovin and Cochran formula. Based on the results of interviews with KBS management, the development direction of KBS is established as a tourist destination based on conservation, education, and recreation, with families and educational institutions as the primary target market. Based on this development direction, a proposed business model is formulated that focuses on expanding customer segments include Generation Z, millennials, and the middle-up segment, strengthening service value through interactive, technology based conservation tourism experiences, developing customer relationships through Customer Relationship Management (CRM), membership programs, and community engagement programs, diversifying revenue streams, strengthening key resources and activities, and expanding strategic partnerships. Furthermore, a proposed marketing strategy is formulated based on the Marketing Mix 7P, focusing on product and tourism experience development, value based pricing strategy, strengthening promotion and digital services, improving visitor service quality and visit processes, and developing a physical environment that supports KBS’s identity as a modern conservation tourism destination. These recommendations are expected to sustainably increase visiting interest in KBS.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Business Model Canvas, Marketing Mix 7P, STP, Strategi Pemasaran, Tourism Marketing 4A, Business Model Canvas, Marketing Mix 7P, Marketing Strategy, STP, Tourism Marketing 4A, Visitor Interest
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) > G155 Tourism H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Azzahra Aulia Alexandra
Date Deposited:	22 Jul 2026 08:14
Last Modified:	22 Jul 2026 08:14
URI:	http://repository.its.ac.id/id/eprint/136363

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