THE EVALUATION OF PROMOTION STRATEGY OF MUSEUM BALI

The aim of this study was to evaluate of the promotion strategy of Museum Bali Puputan Badung, Denpasar, Bali, in order to increase the quantity of the visitors. The phenomenon of this study was lack of promotion which caused the quantity of the visitors have not reached the target yet. The promotion strategies used five variables of marketing mix such as advertising, personal selling, sales promotion, public relation and direct marketing. This is a qualitative descriptive study using the purposive technique and snowball sampling by interviewing personnels at Museum Bali. The data was analyzed using the SWOT analysis by crating promotion mix strategy formulation. The result of this study from the plan of the matrix combination quantitative strategy showed that Museum Bali needed to utilize the SO strategy that has the highest score was 6.34, the ST strategy was 5.65, the WO strategy was 2.49 and the WT strategy 1.80, with the effective formulation strategy was SO. It showed that attractiveness of the Museum Bali has strengths and opportunities so that can be utilized the existing of the opportunities. The strategy should be applied in this condition is to support the growth of the aggressive policy (growth oriented strategy).


Introduction
Initially, the Museum Bali has introduced the heritage history collection to attract the visitors. However, over the age of globalization Bali Museum began to recognize a form of promotion, of the activity seeks to spread information and influence so that potential visitors are attracted to visit the Museum of Bali, Bali Museum until now utilizes social media promotions, both online and offline. The online promotion conducted by utilizing electronic or internet media such as websites or blogs, and other social media. Social media has become one of the digital marketing strategies that are very powerful and promising in promoting the products to be sold by institution or company. Both online and offline promotion needed more budget, before using online and offline promotion, it was targeted in 2015 the number of domestic adult visitors are 36.000, children-720, university students-1.100, Junior High School to High Journal of Business on Hospitality and Tourism

Practical Review The Definition of Evaluation
Evaluation is a systematic process that includes collecting activity, analyzing, and interpret information to determine or make decisions about achieving goals (Halidjah, 2012).

The Definition of Promotion Strategy
Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. Promotion involves ongoing advertising and publicity (mention in the press). The ongoing activities of advertising, sales and public relations are often considered aspects of promotions (Online Free Management Library, 2016).
A strategy is a plan of action designed to achieve a specific goal or series of goals within an organizational framework (Boundless Management, 2016). Promotional strategy is the activity that is planed to persuade, excite consumers in order to buy the company's products or visit the attractions that aim to increase sales expected to be achieved This promotional strategy uses five variables promotional mix as follows: 1.
Advertising to promote the Museum Bali by using printed and electronic media and social media.

2.
Personal selling is personal promotion to increase the number of visitors.

3.
Sales Promotion is the promotion has been or will be offered in the future.

4.
Public relation is a strong image to be memorized by the visitors.

5.
Direct marketing is direct communication to obtain respond.
Based on the defintions above can be stated that promotion strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable, competitive advantage. Marketing strategy includes all basic and long-term activities in the fi el d of mark eting tha t deal wi th the an aly sis of th e s tra tegi c si tuati on of a company and the formulation, evaluation and selection of market-oriented objectives, strategies and therefore contribute to the goals of the company and its marketing.
Kotler & Armstrong (2002:656) argued the variables on promotional mix as follows: advertising, personal selling, sales promotion, public relation, direct m a r k e t i n g . T h e a n a l y s i s u s e d w a s S W O T a n a l y s i s t h a t p u r p o s e d b y D a v i d (2005:47) as follows strength, weakness, opportunity, threats.

The Definition of Museum
A museum is an istitution which collects, document , preserves, exhibits abd intrepets material evidence and associated information for the public benefit (Museum Lecturers, 2016). According to article 1 of minister for culture and tourism No. KM.33/PL.303/MKP/2004, the museum is the institution that stores, maintains, secures, and utilizes the valuables are the result of human culture and nature and its environment to support the protection and preservation of the cultural wealth of the nation. Journal of Business on Hospitality and Tourism

The Theoretical Framework
The following is the theoretical framework figure.

Overview of the Research Object
This study was conducted at Museum Bali. It is the oldest museum in Bali, located in the center of Denpasar city, on Jalan Mayor Wisnu, on the east side of Puputan Badung yard and on the south side of Jagatnatha temple. It was officially announced on September 8, 1932 and by managed Museum Bali foundation, after Indonesia obtained its independence on August 17, 1945, it was managed by provincial government of Bali.

Population and Sampling
The population of this study were all personels at Museum Bali as informants. The sampling techniques were purposive and snowball sampling.

The Collecting Data Technique
This study used interview and non participative obsevation techniques.

Data Analysis
The data analysis technique is descriptive qualitative that used to describe, reveal, review the problem or obtained during the research process

1.
The strategy to increase the visitors are online and offline strategy.

2.
Online promotion is including use of social media such as facebook with UPT M us eum B al i , f an s pa ge w i th S ah aba t M us eum Ba l i , In s tag ra m wi th s ah a ba t Museum Bali, twitter with @sobat Museum Bali, path, youtube, children video clip and internet. 3. Offline promotion is including use of the radio, booklet, leaflet, and brochure. 4. The barrier faced on offline promotion is lack of budget that needed for promotion. 5. The efforts to handle those barrier are to use free social media to interest the visitors by regularly promoting some unique colections and giving excelent services to image the museum to obtain word of mouth. 6. The result of the promotion is fluctuation of the number of visitors.The Museum Bali cooperated with Starbuck Coffee to give free ticket to customer enjoyed the coffee in 2014, it's stopped in 2015. Cooperated with Denpasar government to involve the Bali Museum as one of city tour destination. 7. The offline promotion icluding attending some local and national exhibitions, organizing temporary exhibition each year, holding week of cultural appreciation, exhibiting regency and national arts, organazing children competition. Organizing the socialization to all school in Bali by informing the existence of museum. 8. Creating the brand image, 'Sahabat Bali' (Friend of Bali). 9. The promotion mix that the Museum Bali socialized are advertising, personal selling, sales promotion, public relation, direct marketing .

The SWOT analysis Internal analysis
The following is an alternative strategy can be improved to increase the vistors: Journal of Business on Hospitality and Tourism Strengths 1. Has the constant target market such as elementary school, Junior High School, Senior High School and university students. 2. Creating relationship with Denpasar Government to organize city tour. 3. Promoting by using online and offline social media. 4. Has strong image, 'Museum Bali'. 5. Has strategy location which is located in Jaganatha area and Puputan Badung yard. 6. Has large parking area. The sub total grade is 0.92, the total grade times rating is 3.98.

1.
Lack of budget in promotion that affected all promotion event such as reducing competition, art exhibition, temporary exhibition.

2.
Lack of facilities such as microphone, special venue for presentation.

3.
Lack of venue to display 400 collections.

4.
There is no website to be searched by the visitors. The sub total grade is 1.00, the total grade times rating is 4.1

The Evaluation Result of the Internal Strenghts (S) and Weaknesses (W)
The calcultation was obtained by classifying the score according class interval as follows: 1.

Grade
Rating Grade The sub total of average 0.40 the total average times rating is 1.67 The coordinate point of X axis (internal) is 3.98 -0.13 = 3.85 The coordinate point of Y axis (external) is 2.36 -1.67= 0.69 It was found that strength score higher than weakness score with the difference (+) 3.85.
Opportunities score is higher than threat score with the difference (+) 0.69.
The following is the table of formulation of the combination strategy of SWOT Matrix:  (2016) The planning combination of quantitative strategy showed that Museum Bali need to take advantage the SO strategy that has the highest score is 6.34, followed by ST strategy is 5.65, then WO strategy is 2.49, lastly, WT strategy is.