MODEL PEMASARAN WISATA RELIGI DI MAKAM PANGERAN JAYAKARTA JATINEGARA KAUM
DOI:
https://doi.org/10.14421/jmd.2026.121.04Keywords:
Wisata Religi, Experiential Marketing, PromosiAbstract
This study aims to implement an Experiential Marketing strategy in promoting religious tourism at the Tomb of Prince Jayakarta to increase the attraction and number of tourist visits. This strategy is expected to build emotional and intellectual involvement of visitors in understanding the historical, cultural, and spiritual values of the site, while increasing public awareness, especially the younger generation. The research method used is descriptive-qualitative with an interpretative phenomenological approach, which focuses on exploring the lived experiences of informants in experiencing the phenomenon of experiential marketing by considering social, cultural, and technological aspects. The results of the study indicate that the application of Experiential Marketing has the potential to increase interest in visiting, strengthen the role of local communities in promotion and management, and optimize the use of digital technology to create a more interactive tourism experience. Research outputs include publication of articles in national journals and copyright registration for the Experiential Marketing-based marketing concept as a model for sustainable religious tourism promotion.
References
Alwi, S. (1999). Jakarta: Sejarah 400 tahun. Gramedia Pustaka Utama.
Astuti, R. D., & Hidayat, A. (2019). Strategi promosi wisata religi berbasis budaya lokal. Jurnal Pariwisata Nusantara, 11(2), 77–89.
Chang, L. H. (2018). Digital experience in religious tourism: Case study of Mecca. Journal of Tourism Research, 12(3), 45–58.
Dinas Pariwisata dan Kebudayaan DKI Jakarta. (2021). Strategi pengembangan wisata religi berbasis digital. Dinas Pariwisata dan Kebudayaan.
Djajadiningrat, H. (1983). Tinjauan historis Jakarta di masa lalu. Balai Pustaka.
Hermawan, H. (2017). Community based tourism sebagai pendekatan pengembangan destinasi berkelanjutan. Jurnal Pariwisata, 4(1), 46–54.
Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Education.
Moleong, L. J. (2018). Metodologi penelitian kualitatif (edisi revisi). Remaja Rosdakarya.
Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theater & every business a stage. Harvard Business Review Press.
Prayogi, R. (2020). Digitalisasi promosi wisata religi melalui media sosial. Jurnal Komunikasi dan Pariwisata, 7(1), 25–39.
Ricklefs, M. C. (2001). Sejarah Indonesia modern 1200–2008. Serambi Ilmu Semesta.
Sastrawan, I. K. (2020). Pariwisata berbasis kearifan lokal di era digital. Jurnal Sosial Humaniora, 9(2), 155–168.
Schmitt, B. (1999). Experiential marketing: How to get customers to sense, feel, think, act, relate to your company and brands. Free Press.
Setiawan, I. (2021). Experiential marketing dalam pariwisata halal: Studi kasus Lombok. Jurnal Manajemen Pemasaran, 15(3), 221–233.
Soekanto, S. (2014). Sosiologi: Suatu pengantar. Rajawali Pers.
Sudiro, S. (2010). Mengenal sejarah Pangeran Jayakarta dan perjuangannya. Yayasan Warisan Betawi.
Sugiyarti, G., & Nurhadi, M. (2020). Implementasi experiential marketing dalam wisata religi di Indonesia. Jurnal Pariwisata dan Budaya, 8(2), 112–130.
Tim Dinas Pariwisata DKI Jakarta. (2015). Panduan wisata sejarah Jakarta. Dinas Pariwisata dan Kebudayaan.
Wijayanti, T. (2018). Pengembangan wisata religi berbasis sejarah di kota metropolitan. Jurnal Sosial dan Budaya, 6(2), 134–147.
Yoeti, O. A. (2008). Perencanaan dan pengembangan pariwisata. Pradnya Paramita.
Published
Issue
Section
License
Copyright (c) 2026 JURNAL MANAJEMEN DAKWAH
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with Jurnal MD agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
