Integrated Marketing Communication at Museum MACAN: Modern

and Contemporary Art in Nusantara

Febrika Widharini

and Dorien Kartikawangi

1,2

Postgraduate program of Communication Science, Department of Communication Science, Faculty of Social Science and

Politic Science, University of Indonesia, Salemba Jakarta, Indonesia

School of Communication Science, Faculty of Business Administration and Communication Sciences Postgraduate

Program of Psychology, Universitas Katolik Indonesia Atma Jaya, Indonesia

Keywords: Communication, Digital Marketing, Integrated Marketing Communication, Museum Marketing.

Abstract: Museum MACAN (Modern and Contemporary Art in Nusantara) is the first private museum in Indonesia to

exhibit a collection of modern and contemporary art from home and abroad. Qualitative descriptive research

using integrated marketing communication, with the Museum Museum MACAN, supports the marketing

assistance of the MACAN Museum at subsequent exhibitions. Integrated marketing communication is

considered a tool that can help evaluate the Museum MACAN's promotion strategies that already applied in

their three exhibitions: “Art Turns World Turns,” "Yayoi Kusama: Life is the Heart of a Rainbow,” also

collaboratiob exhibition of Arahmaiani (The Past Has Not Passed) –– Lee Ming Wei (Seven Stories) –– On

Kawara (One Million Years). The application of integrated marketing communication must be applied and

improved to build brand awareness in the community and achieve Museum MACAN's vision and mission.

This research is expected to contribute to the study of integrated marketing communication, especially in the

field of museums and arts. In addition, it is expected to enrich studies of communication theory and can be

used as evidence of the theory of integrated marketing communication with the museum. Also, improving the

quality of integrated marketing communication, especially in terms of marketing exhibitions and museum

programs as a tool to increase the interest of museum visitors.

1 INTRODUCTION

1.1 Background

Museum is one of the facilities for learning. Every

country in the world has a museum that is used as a

place to preserve its history, record traces of the past,

appreciate one's artwork, and so on. The museum

according to the ICOM (International Council of

Museum), is a professional cooperation body in the

field of museums established by museums from

around the world, is a permanent institution, does not

seek profits, serve the community and its

development, open to the public, gather , caring for,

and displaying material evidence of human beings

and their environment, for the purpose of research,

education and entertainment. Meanwhile,

Government Regulation No. 19 of 1995 concerning

the Maintenance and Utilization of Cultural Heritage

Objects in the Museum defines museums as

institutions, places of storage, maintenance, security

and utilization of material evidence from the results

of human culture and nature and environment to

support efforts to protect and preserve the richness of

national culture. Museums in Indonesia are divided

into state museums and private museums. State

museums are directly under the National Museum of

Education and Culture, while private and corporate

museums. The museum has five classifications,

namely: history and archeology, national museums,

natural science museums, science and technology

museums, art museums.

One example of a private art museum in Indonesia

is the MACAN Museum (Modern and Contemporary

Art in Nusantara). The museum, which was officially

opened on November 4, 2017, is the first private art

institution in Indonesia to provide public access to a

collection of modern and contemporary art. The

MACAN Museum was established with three main

objectives, namely: developing and advancing

awareness and appreciation of modern and

contemporary art in Indonesia, facilitating cultural

520

Widharini, F. and Kartikawangi, D.

Integrated Marketing Communication at Museum MACAN: Modern and Contemporary Art in Nusantara.

DOI: 10.5220/0008433205200529

In Proceedings of the 2nd International Conference on Inclusive Business in the Changing World (ICIB 2019), pages 520-529

ISBN: 978-989-758-408-4

exchanges between Indonesia and the world,

supporting the development of human resources in

Indonesia through training for art professionals.

Departing from this statement, the museum must

work hard to hold a large-scale promotion so that the

community is aware of the presence of the Museum

MACAN and its noble mission, given the role of the

museum which is still unaware of the presence and

essence of Indonesian society. This is often seen in

museums that have already existed before, for

example the National Museum, a state museum that

receives more visits from educational institutions as a

mandatory visit, rather than being the main

destination of people traveling. Realizing this, the

marketing of museums in Indonesia should be

increasingly widespread, both at state museums and

private museums, so that they can improve

themselves to do better marketing.

The marketing of the museum itself according to

The British Institute of Marketing (Lewis, 2000: 220)

is a management process that carries out the mission

of the museum / gallery which then identifies

efficient, anticipatory, and oriented to visitor

satisfaction. The museum can be regarded as an

important cultural asset for a country, one form of

Indonesian government support for museum

marketing is the holding of 'Capacity Building

Training for Professionals Museum in Indonesia:

Development of Visitors in Museums: Policies,

Strategies and Approaches' from the Directorate of

Cultural Heritage Conservation and the museum

which was attended by 30 museums consisting of a

provincial museum, a museum under the ministry,

and a private museum. In the activity that was held on

December 4-7, 2018 in Jakarta, the participants

received training and increased insight into museum

marketing, especially in the digital era and how to

increase public appreciation of museums with

exhibition, information and public program content

related to the museum as an arena culture tour.

Museum marketing in Indonesia has entered a

digital era where all of them now use the internet,

such as the presence of corporate websites, social

media, and electronic word of mouth. The MACAN

Museum itself since its inaugural program 'First

Sight,' until the opening exhibition titled 'Art Turns

World Turns' actually practiced marketing the

museum in the digital era. Through the official

Website, Instagram, Twitter, Facebook and Youtube

belonging to the Museum MACAN, the museum

which has held three main exhibitions is actively

promoting existing exhibitions and programs. Seeing

the growing concern about the issue of museum

marketing and the importance of museum marketing

in Indonesia, integrated marketing communication is

deemed appropriate to be one of the tools to market

the museum. Integrated communication marketing

itself according to Larry Percy in his book "Strategic

Integrated Marketing Communications" (2008: 8) is a

plan to convey a message in order to optimize specific

communication goals that lead to desired behavior on

the part of the target audience consistently. Integrated

marketing communication can be a tool to evaluate

museum marketing that has been done by the museum

concerned.

Picture 1: Museum MACAN’s Instagram Account.

Source: https://www.instagram.com/museummacan/

(accessed on Monday 18th February 2019, 12:36 WIB).

Picture 2: Museum MACAN’s Facebook Account.

Source:https://web.facebook.com/MuseumMACAN?_rdc

=1&_rdr (accessed on Monday 18th February 2019, 12:40

WIB).

Picture 3: Museum MACAN’s Twitter Account Source:

https://twitter.com/MuseumMACAN (accessed on Monday

18th February 2019, 12:46 WIB).

Integrated Marketing Communication at Museum MACAN: Modern and Contemporary Art in Nusantara

521

Picture 4: Museum MACAN’s Youtube Account.

Source:https://www.youtube.com/channel/UCICJppDFEt

Rr2EBXr3tLaD Q (accessed on Monday 18th February

2019, 12:50 WIB).

Integrated marketing communication in the

Indonesian museum has been carried out several

times, however, studies that have discussed private art

museums have never been done before. The selection

of integrated communication marketing topics at the

MACAN Museum in this study will look at the extent

to which the six parts of integrated communications

marketing (advertising, personal sales, sales

promotion, direct marketing, and interactive

marketing) are used in marketing activities carried out

by the MACAN Museum Communication Division.

Integrated marketing communication is considered to

be a tool that can dig deeper into the evaluation of the

marketing of the MACAN Museum with qualitative

research methods. Through descriptive qualitative

methods that are supported by literature data,

discussions in this journal are expected to be able to

find out which marketing section of integrated

communication has the most contribution and

effective to be used in the marketing activities of the

MACAN Museum. So that, in the next exhibition, it

can become an entry for the Museum of MACAN in

improving itself to be better in order to market

collections and programs on target. It is expected that

information and knowledge about modern and

Picture 5: Museum MACAN’s Organization Chart.

Source: Author.

contemporary Indonesian art can be conveyed more

widely to various circles of society.

1.2 Museum MACAN (Modern and

Contemporary Art in Nusantara)

The museum that will be discussed in this journal is

Museum MACAN (Modern and Contemporary Art in

Nusantara). The museum located in AKR Tower

Level MM, Jalan Panjang No. 5, Kebon Jeruk, West

Jakarta 11530 has an ongoing program in the form of

exhibitions and art activities that are committed to

making art accessible to the wider public, with

education as the main milestone of its programs.

Some programs include the 'Art Turns, World Turns,'

exhibition 'Yayoi Kusama: Life is the Heart of a

Rainbow,' and three exhibitions held simultaneously:

'The Past Has Not Passed,' 'Seven Stories,' and 'One

Million Years.' The three exhibitions are public

exhibitions with a certain duration that can be enjoyed

by visitors from various circles just by paying a ticket

for Rp. 50.000,00 - Rp. 100.000,00.

'Art Turns, World Turns' is the first public

appearance of the works that have been personally

collected by Haryanto Adikoesoemo for more than 25

years. The exhibition which took place on 4th

November 2017 – 18th March 2018 consisted of 90

collections of 800 collections owned by the Museum

of MACAN with a composition of 50% of Indonesia's

leading works of art and 50% from outside Indonesia.

Meanwhile, ‘Yayoi Kusama: Life is the Heart of

a Rainbow’ is an exhibition of the work of a Japanese

female artist, Yayoi Kusama, who focuses on

polkadot motifs and themes as her trademark. The

exhibition, which took place on 12th May – 9th

September 2018, featured more than 100 works taken

from other artists' and museums, as well as private

collections in Japan and Southeast Asia, along with

Museum MACAN's own collection of Yayoi

Kusama.

The third exhibition, which took place on 17th

November – 10th March 2019, titled "The Past Has

Not Passed," "Seven Stories," and "One Million

Years" are three different exhibitions from different

individuals. 'The Past Has Not Passed' itself presents

works by Indonesian artists, Arahmaiani, which have

been known to the world since the 1980s. Meanwhile,

'Seven Stories' featured seven participatory

installations and installation works by Lee Mingwei,

a Taiwan-American artist. Finally, 'One Million

Years' is the creation of a Japanese artist, On Kawara,

which is displayed by involving two volunteers (male

and female) to read the name of the year consisting of

two parts: 'One Million Years [Past]' ( contains the

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name of the year in one millennium of 998031 BC)

and 'One Million Years [Future]' (containing the

name of the year in one millennium to 1001997 AD).

2 INTEGRATED MARKETING

COMMUNICATION (IMC)

According to Bartels (1968), marketing is a process

in society to satisfy its consumptive desires, which

include distribution systems of participants who

interact under technical (economic) pressure and

ethically (socially), giving rise to transactions or

transfer of ownership rights that change the market

and result in exchange and consumption. Meanwhile,

according to Kotler (1977), marketing is a set of

human activities aimed at facilitating and carrying out

exchanges. According to him, the general concept of

marketing is primarily related to how transactions are

created, encouraged, facilitated, and valued. In simple

terms, marketing activities are a process of delivering

messages by marketing a product of goods or

services. In conducting marketing, communication is

needed, which is one of the determinants of success

in this activity.

Integrated marketing communication itself according

to Philip Kotler and Gary Armstrong (2010:179)

consists of five types, namely: 1) advertising, 2)

public relations, 3) personal selling, 4) sales

promotion, 5) direct marketing. Then, along with the

development of technology, Belch (2009:18) adds

one media, namely: 6) interactive marketing (internet

marketing). The implementation of IMC is to build a

complete consumer database and build methods of

interactive communication with consumers,

understanding the needs and desires of consumers,

which ultimately based on these requirements and

behavior patterns, will be able to offer suitable

products for consumers. Then propose a unique sales

proposition to meet consumer demand, and plan

effective communication tools for interactive

communication with consumers.

Advertising defines advertising as various means

of communication that are used by marketers to

disseminate non-personal information about

products, brands, companies or outlets funded by

sponsors (Kotler, 2002:658). Advertising plays an

important role in marketing because advertising will

make a brand have brand awareness (known to the

public), strong brand association (have a good

perception of certain brands), perceived quality

(perceived by consumers to know the product is part

of a quality product), and brand loyalty (have loyal

customers). In the application, advertising media can

be divided into three types, namely print advertising

media (press advertising), electronic advertising

media, and outdoor advertising media.

Public relations according to the Institute of

Public Relations (1984) is an effort that is generally

carried out by companies to build and maintain a

positive image of the company in the eyes of

consumers, employees, shareholders, trade bodies,

suppliers, government officials, and society in

general so that later it will lead to public opinion that

is profitable for the company. Tools commonly used

in public relations in building awareness, knowledge,

opinions that build a company image in the eyes of

consumers, including:

a. Event

Companies can create events related to the

company itself, such as press conferences,

seminars, workshops, etc. to attract consumers'

attention when introducing their products.

b. Sponsorship

In helping launch new products the company can

use the method by sponsoring the event.

Companies can sponsor products, money, or

company names on an ongoing activity or

program.

c. News

Public relations has the duty to create consumer

awareness by searching for and containing

positive news about the company, products,

services, and figures in the company so that it has

a good image in the eyes of the public.

d. Product Placement

Usually companies will contribute in financing

the production of films or TV shows with

company product agreements to be used in these

films or TV shows. Product placement is a

relatively cheaper way to get consumer attention

in the mainstream media without having to pay for

air time.

e. Corporate Social Responsibility (CSR)

CSR is a concept or action taken by a company as

a sense of corporate responsibility towards the

environment around the company, such as

conducting an activity that can improve the

Integrated Marketing Communication at Museum MACAN: Modern and Contemporary Art in Nusantara

523

welfare of the surrounding community and protect

the environment.

Personal selling is a sales technique that uses

personal personnel who are trained to be able to

conduct two-way communication to consumers

with the intention to influence someone to buy in

order to succeed sales and build relationships with

customers (Kotler and Armstrong, 2010:112).

Individual and personal communication in

personal selling allows sellers to tailor messages

based on the specific needs of prospective buyers.

Sales promotion is a program and special offer in

the short term that is designed to lure consumers

(mostly directly to end consumers) who are related to

make positive purchasing decisions. Basically the

purpose of doing sales promotion is to influence

consumers so that purchasing activities occur or make

consumers want to use products regularly.

Direct marketing according to Belch (2009:20) is

an act of communication carried out by the company

with a personal approach to the target consumer to

generate a response (inquiry, purchase, support) or

transaction. Now with the development of existing

technology, direct marketing types such as Location

Based Advertising (LBA) have emerged that combine

mobile advertising and location based service. The

benefits of this promotion are the right target

customers, the right target location, and on time.

However, if the SMS ad appears too often, it can

disrupt consumers and consider it spam, which can

affect the company's image in the eyes of the public.

Interactive marketing (internet marketing) in

integrated marketing communication was initiated by

the development of communication and internet

technology that has developed in such a way as to

make the internet a new communication medium that

cannot be separated from human life. Currently we

can do business from anywhere provided we have an

internet connection. This makes the marketing trend

continue to grow and develop very rapidly, which

makes conventional marketing (off line) begin to

switch to a digital marketing (on line). Some digital

marketing activities include corporate websites,

social media, online advertising, direct marketing e-

mail, and so on. In general, there are two types of

digital marketing, namely:

a. Push Digital Marketing

This type of digital marketing provides information

to consumers by actively viewing or receiving digital

advertisements. Some of the marketing strategies

included in this category are the creation of blogs,

websites, advertising on various websites, sending

promotional emails to consumer e-mails, and sending

SMS or WhatsApp products to consumer cellphone

numbers.

b. Pull Digital Marketing

In contrast to a digital marketing push, pull digital

marketing involves consumers to search, view, and

retrieve information directly through sites or search

engines about the products or services they need.

Usually, consumers search for this information

through a website, blog, or social media hashtag that

provides the information they are looking for. The

use of SEO (Search Engine Optimization) in this type

of digital marketing can indirectly help the success of

this strategy. This is because SEO allows a website

or blog from a product to be on the first page of

search results on search engines, so that it will

increase the likelihood of being seen by consumers.

The marketing described earlier is general

marketing which is usually used in the trade of goods.

Museums are service providers, have different

products with the providers of products in the form of

goods. Service products can be divided into tangible

(real or visible) and intangible (not real or invisible).

Tangible services, for example, are souvenir shops,

cafes, publishing, etc. While intangible services are

those in the form of experiences such as visits to

museums, lectures, seminars, identification services

and services to answer questions, etc. (McLean,

2000:235). Even service providers that are profit and

non-profit companies have differences. Usually,

museums are non-profit institutions because the

ownership is owned by the government / state.

A museum should have its own marketing

department to run museum marketing programs (Lord

and Lord, 2000:120). The marketing department is

located in the map of museum organizations, while

marketing management is the most important part of

the museum. Marketing management consists of:

curators, that is, people carefully about how an

exhibition is promoted and whether the public visits

it; space guards and management staff of museum

visitors, namely people who welcome visitors

through each door; development staff, namely people

who know of additional members and donations from

the public; and financial staff, namely people who see

substantial improvements on the 'bottom line' when

there are additional employees. Although it is a non-

profit organization, museum marketing management

also calculates the increase in museum staff income

and museum profits that come from every visit to the

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museum. In addition, marketing management also

identifies the state of the museum, determines the

potential target market of the museum, and

communicates effectively with these target markets.

Another task of museum marketing management is to

continually repair museums, not only repairs to

museum collections and buildings, but also service

products to meet the needs of visitors. That way,

visitors will feel satisfied and willing to return to visit

the museum again.

The museum marketing activities are essentially

carried out with the aim of getting responses from

visitors. Therefore, management and program staff

need to develop a more intimate relationship with

visitors, more than what can be obtained from

surveys, reports, and comment cards. It would be

difficult to create a visitor service orientation for

museums if management, curatorial educators, and

programmers do not work together, especially during

weekends or holidays. Another way of marketing the

museum is by holding an exhibition, showing that the

words on the label are easy to digest, etc.

3 METHODS

This research uses qualitative methodology with

descriptive type. The priority in descriptive

qualitative research is to explain the phenomenon

under study: what happened, why it happened, and

how it happened. And, aims to understand a social

situation, events, roles, interactions, and groups.

According to Denzim and Lincoln (Herdiansyah,

2011: 7) qualitative research is aimed more at

achieving an in-depth understanding of a particular

organization or event than describing the surface part

of a large sample taken from a population. This

research is also aimed at gaining a fundamental

understanding through the experience of researchers

who directly process and merge into an inseparable

part of the subject and background that will be

examined in the form of actual reports, what they are,

and actual field notes. Therefore, a qualitative

approach is chosen in order to be able to understand

in depth about the marketing communication strategy

by being directly involved with the research subject.

Qualitative research is a process of inquiry to

understand social problems or human problems,

based on the creation of a holistic picture formed by

words, reporting the views of informants in detail and

arranged in a scientific setting. This study uses a

qualitative method to provide a comprehensive

picture of the integrated marketing communication

used by the Museum MACAN in each exhibition and

program, by observing social media and the official

website of the MACAN Museum as the initial stage.

4 RESULT AND DISCUSSION

4.1 Integrated Marketing

Communication (IMC) at Museum

MACAN

The things done by marketing management are part

of the marketing strategy of a museum. The task of a

marketing manager is to effectively monitor the brief,

and coordinate so that all tasks are completed on

time, make sure that everything is included in the

museum budget, and improve its quality in

accordance with what has been agreed upon (Lord

and Lord, 2000:121-122). The existence of the

Communication and Marketing Division at Museum

MACAN has applied several types of integrated

marketing communications, including: public

relations, sales promotion, direct marketing, and

internet marketing.

Public relations that have been carried out by

Museum MACAN for the examples are:

1. Event for example: Night at MACAN "Ayo

Disko!" Held on December 15, 2018, MACAN

Screening "Beuys" (2017) held on December 21,

2018, MACAN Music "Workshop and Performance"

held on December 25, 2018.

Picture 6: ‘Ayo Disko!’ Poster Source:

https://www.museummacan.org/events (accessed on

Monday 18th February 2019, 22:36 WIB).

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525

2. News for example reporting on the Museum of

MACAN in various media, both in domestic print

media (Jakarta Post) and abroad (Time).

There are many ways for museums to be able to

improve their communication and services, including

sales promotion: prioritizing repetition of visitor

visits and adding museum members.

Procurement of membership facilities at Museum

MACAN opens opportunities for anyone who wants

to get special privileges in visiting. Promotions

provided can be an attractive choice, for example,

each member can buy one free ticket for members and

one ticket for a 10% discount for non members. In

February 2019, there is also a promo for buy 1 get 1

for everyone.

Picture 7: Museum MACAN in the News Source:

http://time.com/collection/worlds-greatest-places-2018/5

366675/museum-macan-jakarta-indonesia/ (accessed on

Monday, 18

February 2019, 21:36 WIB).

Picture 8: Museum MACAN’s Ticket Promo Source:

https:// www.museummacan.org/events (accessed on

Monday 18th Fe-bruary 2019, 22:36 WIB).

Picture 9: Museum MACAN’s WhatsApp Message.

Source: Author

In addition, direct marketing carried out by

Museum MACAN is more for those who have

become members, such as e-mail and WhatsApp

messages that are always sent when Museum

MACAN is holding a promo or activity. For non

member, they can click ‘newsletter subscription’

down below the official website of Museum MACAN

and they can type down their e-mail address to get all

the promotions and information. Museum MACAN

will send it through subscriber’s e-mail.

Internet marketing is one of the most frequent and

intense marketing methods carried out by Museum

MACAN. Internet marketing carried out by Museum

MACAN includes pulling digital marketing such as

Museum MACAN's social media activities on

Twitter, Instagram, Facebook, and Youtube. On

Instagram itself, the hashtag (#) Museum MACAN

often adorns the page 'tags' (#museummacan).

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Picture 10: Museum MACAN’s Hashtag (#) Source:

instagram.com (accessed on Monday, 18

February 2019,

11.00 WIB).

Picture 11: Engagement Party at Museum MACAN Source:

instagram.com (accessed on Monday, 18

February 2019,

10.00 WIB).

Marketing the museum is not only with museums

that reach visitors, but also vice versa. By renting

museum facilities for certain events, for example

weddings, auctions, office events, etc. can bring the

museum closer to potential visitors, sponsors and

donors. People will more easily remember the

moments that hit their hearts, whether it gives the

impression of good or bad, such as events carried out

by important families in the museum, wedding

receptions at the museum grounds, to children's

birthday parties in the museum. The request to hold

an event at a museum can create a new marketing

strategy, namely leasing buildings to gain other

benefits from companies, foundations, etc. Not

forgetting, presenting quality service in negotiating

rental agreements must reflect the museum's

orientation in terms of visitor services (Lord and

Lord, 2000: 126).

4.2 Evaluation of Integrated Marketing

Communication (IMC) at the

Modern Museum and

Contemporary Art in Nusantara

(MACAN)

Integrated marketing communication through

internet marketing such as corporate websites, social

media, electronic word of mouth is widely used and

most of them prove to be more effective than

advertisements in mass media. The existence of an

official website will be a source of information about

the museum and the programs it runs. A website that

is in the form of image based, so as to make it easier

for visitors to explore the website and see content that

can be accessed by them. In addition, the use of social

media can be a medium for interacting with target

visitors to engage them through conversations in

social media.

The presence of Museum MACAN also enlivened

the museum and gallery scene which exhibited a

collection of modern and contemporary art in

Indonesia, especially Jakarta. This museum is a place

that is very much awaited by the public to hunt

instagrammable1 photos. Seeing the high enthusiasm

of visitors at the exhibition 'Yayoi Kusama: Life is the

Heart of a Rainbow' assured that the Indonesian

people are still unfamiliar with the content offered by

the Museum of MACAN, because they mostly only

come to take pictures, it becomes a note that the

mission carried out by the Museum MACAN has not

yet reached the community. The third exhibition is

not as busy as the first and second exhibitions.

Arahmaiani, Lee Mingwei and On Kawara are very

different in their respective ways, seen from the

theme and form of their work. Maybe ordinary people

feel too heavy in understanding the purpose behind

these amazing works.

The process of marketing the museum is a

continuous process. Therefore, the museum

marketing manager must work with the evaluation

division, curatorial division, program division, and

visitor development and service division, museums

can benefit greatly by learning about the successes

Integrated Marketing Communication at Museum MACAN: Modern and Contemporary Art in Nusantara

527

and failures of other museums that have a size and

scope that same. This is called comparable analysis

which consists of in-depth interviews with staff from

equivalent institutions. In addition, analysis of a 'best

practice study' can also be carried out by identifying

examples from other institutions that have achieved

success. Then, analyze the marketing methods they

use and apply them to the museum's marketing

strategy.

Museum MACAN can use data mining also to

attract more visitors by opening suggestions about

biodata compilation of certain open tab visitors. For

example, this application can consist of a form for

visitors to fill in your personal data that contains a

website page, or a small survey form every tab is

opened on the website page, or a meeting form, and

so on. The data that enters the Museum MACAN

server will then be processed into information to hold

exhibitions or upcoming activities, distribution of

visitor segments (age, gender, same characteristics,

etc.), and much more. All of these data can be

processed properly so that it can help market the

Museum MACAN in the middle of the Y generation,

which is a generation consisting of productive

generations.

Beautiful things to upload on Instagram

http://www.serbatahu.com/arti/gaul/instagramable

(accessed on Monday, 18th February 2019, 14.00

WIB.

With data mining, the MACAN Museum can

obtain valuable information that can be used to

determine the next exhibition or event, which can be

approved according to the target, so many visitors

will attend. With digital mining, visitors can be netted

more and the museum can create programs that suit

the needs of the community. Museum MACAN needs

to add programs specifically for people who have

special needs such as deaf or Alzheimer's. It serves to

serve the community, so that it is appropriate to

prioritize moral and social responsibility that every

community joint deserves the same opportunity.

Despite of the promotion, visitor services

including the price of sign-in, retail sales, retail, rental

and food services, as well as general visitor services

greatly affect the quality of the museum's attitude to

the public. These services are often run by the

administration, full or part time staff, and volunteers,

which makes the museum need a lot of people to get

involved and communicate directly with visitors,

compared to museum employees who are behind the

scenes (office).

Field staff plays a major role in maintaining

museum relationships with visitors because they are

the 'face' of a museum. Staff such as security and

information staff or ticketing (especially if you have

to pay for an entrance ticket) are the key to forming a

museum (attitude) attitude to the public because

employees at the ticket desk have the opportunity to

'sell' the museum every time a visitor asks. So, to

create a positive impression for the museum in the

middle of the community, museums should also make

employee training an important thing in the marketing

process. These staff must be seen as implementing

visitor services, not only seen as employees of

ticketing system operators. Ticketing staff also serves

to record visitor data, such as number, gender

distribution (number of men and women), etc. (Lord

and Lord, 2000:124-125). The security staff besides

functioning as security guards, they should also be

swift in responding to the needs of visitors, for

example by giving wheelchairs, doing first aid, giving

directions, and reminding visitors to leave their

belongings. Another thing that can be considered in

museum marketing is retail service. Important

services are not important in strengthening relations

between visitors and the museum has not escaped the

attention of visitors. This is because they can assess

the quality and uniqueness of museum products,

personal services carried out by shop staff and

volunteers, and the atmosphere when making

purchases at the store. Museum products brought by

visitors or purchases made at the store to be used as

gifts, including a museum card or label about the

product also help the museum because it can serve as

a memento of the visit and introduce the museum to

gifted people. Shop museums can expand their

services by: opening satellite shops on busy streets,

markets and shopping centers, placing product

trademarks at other museum shops; sell their products

through retail stores; have a national and international

sales catalog, either through mail order catalogs of the

museum itself, in collaboration with other museum

catalogs, or market catalogs (niche market catalogs);

through the museum shop's own website by opening

a shop on the internet.

In addition to museum shops, the museum can

also provide restaurant or café services to add to the

visitor experience (visitor experience) by providing

opportunities for rest and refreshments. On the other

hand, this service can also be a place to socialize and

meet friends. The food and drinks provided must be

of prime quality in order to extend the time visitors

visit in the museum, which leads to visitors wanting

to visit again.

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5 CONCLUSIONS

Activities (events) at the MACAN Museum can be

used as a means to promote modern and

contemporary art more broadly for a lay audience. To

realize and maximize the role of the museum in

accordance with its ideals of becoming an educative

art institution, the MACAN museum manager has

been good at implementing existing programs. In

addition, it is necessary to improve the quality of

integrated marketing in the Museum of MACAN,

especially in terms of marketing exhibitions and

museum programs as a tool to increase the interest of

museum visitors. The MACAN Museum can

consider using digital mining in its digital marketing.

With digital mining, visitors can get more and the

museum can create programs that are in accordance

with the needs of the community. The MACAN

Museum is also felt to need to add programs

specifically for people who have special\ needs, such

as deafness or Alzheimer's. This is done to serve the

community, so that it is appropriate to prioritize moral

and social responsibility that every community joint

deserves the same opportunity. That way, the vision

and mission of Museum MACAN as a senior

institution in Indonesia in educating visitors to be able

to enjoy museums and artworks, can be carried out

and channeled appropriately. In addition, the most

important thing is that the museum is no longer only

considered a place of learning, but also entertaining

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