Perancangan Integrated Marketing Communication (IMC) Untuk Membangun Citra Modern Zoo Kebun Binatang Surabaya (KBS)

Adrianari, Humaira (2026) Perancangan Integrated Marketing Communication (IMC) Untuk Membangun Citra Modern Zoo Kebun Binatang Surabaya (KBS). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kebun Binatang Surabaya (KBS) merupakan salah satu kebun binatang bersejarah di Indonesia yang berfungsi sebagai sarana konservasi, edukasi, dan rekreasi. Namun, pada tahun 2024, KBS mengalami penurunan angka pengunjung di tengah meningkatnya tren pariwisata di Kota Surabaya. Masalah ini disebabkan oleh persepsi negatif masyarakat Kota Surabaya yang masih menganggap KBS sebagai destinasi wisata yang kuno, kurang terawat, serta adanya isu kesejahteraan satwa di masa lalu. Meskipun KBS telah melakukan revitalisasi fasilitas dan upaya rebranding, informasi mengenai perubahan KBS menuju Modern Zoo ini masih belum tersampaikan secara maksimal karena strategi komunikasi yang ada belum terintegrasi dan kurangnya narasi merek yang kuat. Tujuan dari perancangan ini adalah untuk merancang strategi Integrated Marketing Communication (IMC) untuk membangun citra positif KBS sebagai Modern Zoo yang mengutamakan aspek konservasi, riset, edukasi, dan rekreasi. Strategi ini dirancang untuk menjangkau masyarakat Kota Surabaya sebagai target audiens utama dan masyarakat Jawa Timur sebagai target audiens sekunder. Metode perancangan dilakukan melalui pendekatan kualitatif, termasuk wawancara dengan ahli, observasi, serta studi komparasi dengan kompetitor sejenis. Strategi IMC yang diusulkan mencakup penggunaan maskot "Uncle Komo" sebagai narator, penggunaan key message "Lebih baik di KBS", serta integrasi media online dan offline. Media yang digunakan dalam perancangan ini meliputi Mobile Advertising pada transportasi publik seperti Bus dan Motor, konten storytelling di media sosial, serta aktivasi on-site seperti pengumpulan stempel dan photobox untuk meningkatkan keterlibatan pengunjung. Melalui perancangan IMC yang konsisten ini, diharapkan KBS dapat memperbaiki persepsi negatif, memperkuat citra merek, dan meningkatkan minat kunjung wisatawan secara signifikan.
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Surabaya Zoo (Kebun Binatang Surabaya/KBS) is one of Indonesia's most historic zoological parks, serving as a hub for conservation, education, and recreation. However, in 2024, KBS experienced a decline in visitor numbers despite the overall growth of tourism in Surabaya. This issue was largely influenced by the public's negative perception of KBS as an outdated and poorly maintained tourist destination, with lingering concerns over past animal welfare issues. Although KBS has undertaken facility revitalization and rebranding efforts, information regarding its transformation into a Modern Zoo has not been optimally communicated due to the lack of an integrated communication strategy and a strong brand narrative. Therefore, this design project aims to develop an Integrated Marketing Communication (IMC) strategy to establish a positive brand image of KBS as a Modern Zoo that emphasizes conservation, research, education, and recreation. The strategy targets residents of Surabaya as the primary audience and the people of East Java as the secondary audience. The design method was conducted using a qualitative approach, including expert interviews, observations, and comparative studies with similar competitors. The proposed IMC strategy includes the use of the mascot "Uncle Komo" as the narrator, the implementation of the key message "Lebih Baik di KBS" (Better at KBS), and the integration of online and offline media. The media mix includes vehicle advertising on public transportation such as Suroboyo Bus and WiraWiri, storytelling-based content on social media, and on-site activations such as stamp collection activities and photobox installations to enhance visitor engagement. Through a consistent IMC design, KBS is expected to improve public perception, strengthen its brand image, and significantly increase tourist interest and visits.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Integrated Marketing Communication (IMC), Kebun Binatang Surabaya, Modern Zoo, Citra Merek, Strategi Komunikasi, Integrated Marketing Communication (IMC), Surabaya Zoo, Modern Zoo, Brand Image, Communication Strategy
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Humaira Adrianari
Date Deposited:	28 Jul 2026 08:36
Last Modified:	28 Jul 2026 08:36
URI:	http://repository.its.ac.id/id/eprint/138770

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