STRATEGI PEMASARAN MUSEUM SEJARAH JAKARTA SEBAGAI DAYA TARIK WISATA EDUKASI DI DKI JAKARTA

Abstract

The Jakarta History Museum holds over 23,500 historical collections and is strategically located in Jakarta’s Kota Tua (Old Town). Yet, only a small portion is exhibited, and visitor numbers remain low, partly due to limited digital promotion. This study aims to develop an effective marketing strategy to boost public interest in the museum as an educational tourism destination. Using a descriptive qualitative approach, data were collected through observation, interviews, and documentation with purposively selected informants. Analysis followed Miles and Huberman’s interactive model. The findings highlight the museum’s strengths in historical value and location, alongside weaknesses in digital promotion and facilities. Opportunities exist in the rise of educational tourism, digital advancements, and stakeholder collaboration. Recommended strategies include optimizing social media engagement, creating virtual tours, building community partnerships, and improving facilities and staff competence to enhance the museum’s relevance and appeal to broader audiences