ABSTRAK

Rintika Nur Hidayah, 201231002, Strategi Promosi Masjid Raya Sheikh Zayed Solo Sebagai Daya Tarik Wisata Religi di Kota Surakarta, Manajemen Dakwah Fakultas Ushuluddin dan Dakwah Universitas Islam Negeri Raden Mas Said Surakarta, 2025.
Masjid Raya Sheikh Zayed Solo memiliki daya tarik berupa bangunannya yang mewah dan megah. Wisata religi Masjid Raya Sheikh Zayed Solo terbilang masih baru di Kota Surakarta. Pengembangan promosi secara intensif sangat dibutuhkan untuk memperkenalkan objek wisata agar kegiatan promosi lebih terarah dan memiliki jangkauan yang lebih luas. Sehingga penelitian ini bertujuan untuk mengetahui bagaimana startegi promosi yang dilakukan pengelola Masjid Raya Sheikh Zayed Solo.
Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Teknik pengumpulan data yang digunakan adalah wawancara, observasi dan dokumentasi. Teknik analisis data dilakukan dengan reduksi data, kemudian dilakukan penyajian data dalam bentuk uraian dan terakhir penarikan kesimpulan.
Hasil penelitian menunjukan bahwa promosi di Masjid Raya Sheikh Zayed Solo menggunakan bauran promosi dengan cara melakukan periklanan (advertising), promosi penjualan (sales promotion), hubungan masyarakat (public relations), pemasaran langsung (direct marketing), dan penjualan perorangan (personal selling). Strategi promosi yang efektif diterapkan adalah melalui event dan aktivitas keagamaan yang di dukung dengan adanya kegiatan periklanan media sosial sehingga penyebaran informasi dapat tersebar secara lebih luas. Selain dari arsitektur bangunannya, event-event yang diselenggarakan juga menjadi daya tarik tersendiri untuk Masjid Raya Sheikh Zayed Solo. Daya tarik ini bisa menjadi indikator minat berkunjung ulang para pengunjung di kemudian hari. Keberhasilan promosi tersebut tak lepas dari adanya peran Pemerintah Daerah, Pemerintah Uni Emirat Arab, Stakeholder dan para pelaku usaha di sekitar Masjid Raya Sheikh Zayed Solo.
Kata kunci: Strategi promosi, wisata religi, Masjid Raya Sheikh Zayed Solo





ABSTRACT
Rintika Nur Hidayah, 201231002, Promotion Strategy of Sheikh Zayed Grand Mosque of Solo as a Religious Tourism Attraction in Surakarta City, Da'wah Management, Faculty of Ushuluddin and Da'wah, Raden Mas Said State Islamic University, Surakarta, 2025.
Sheikh Zayed Grand Mosque Solo has an attraction in the form of its luxurious and magnificent building. Religious tourism of Sheikh Zayed Grand Mosque Solo is relatively new in Surakarta City. Intensive promotion development is needed to introduce tourist attractions so that promotional activities are more focused and have a wider reach. This study aims to determine the promotional strategy carried out by the management of Sheikh Zayed Grand Mosque Solo.
This research uses a qualitative approach with a descriptive method. The data collection techniques used are interviews, observations and documentation. Data analysis techniques are carried out by data reduction, then data presentation is carried out in the form of descriptions and finally conclusions are drawn.
The research results of the study show that promotions at the Sheikh Zayed Solo Grand Mosque use a promotional mix by conducting advertising, sales promotion, public relations, direct marketing, and personal selling. An effective promotional strategy implemented is through religious events and activities supported by social media advertising activities so that information can be disseminated more widely. Apart from the architecture of the building, the events held are also a special attraction for the Sheikh Zayed Solo Grand Mosque. This attraction can be an indicator of the interest of visitors to revisit in the future. The success of the promotion cannot be separated from the role of the Regional Government, the United Arab Emirates Government, Stakeholders and business actors around the Sheikh Zayed Solo Grand Mosque.
Keywords: Promotion strategy, religious tourism, Sheikh Zayed Solo Grand Mosque