Pribadi, Yulius (2015) POSITIONING MUSEUM BENTENG VREDEBURG YOGYAKARTA. Caritas pro Serviam, 2 (31). pp. 81-97. ISSN 1410-4547

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Abstract

Museum of Benteng Vredeburg Yogyakarta has been managing a lot of events to make a closer relations with their publics. The number of visitors are big enough. In their events, Vredeburg Fair 2014 (June 20-24, 2014) the number of visitors are about 13,000 tourists. In July 2014, there are 12,236 visitors. They manage a seminar, discussion, exhibition, photography competition etc. However, it is still difficult to differentiate the particular benefit they offer compared with other museums. Museum of Benteng Vredeburg Yogyakarta should formulate their positioning among other museums.Interviews were conducted in the first step to draw a map of situation. A qualitative research was conducted to scrutinize how to define positioning that match with particular benefit. Data collections were done by conducting a series of indepth interviews with public relations officer of Museum of Benteng Vredeburg Yogyakarta. Data collecting from examining documents from various sources was carried out to be the basic step to analyse the data followed by systematically interpreting the result.This research finds a close relation between Museum of Benteng Vredeburg Yogyakarta and Yogyakarta Palace. The museum was also one of other buildings taken by Indonesian troops from Netherlands colonizer in “Serangan Umum 1 Maret 1949” (Mass Aggression March 1, 1949). It will be a right decision to determine a tight relation between the museum and “Serangan Umum 1 Maret 1949” that will make visitors associate the museum and “Serangan Umum 1 Maret 1949” easily. All events they manage should point towards the consistent message in which there is a nearby relations between the museum and “Serangan Umum 1 Maret 1949” that can create a strong brang equity of the museum.

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