Peran Stakeholder Dalam Membangun Destination Brand Kampung Coklat Melalui Strategi Intergrated Marketing Communication

Lutfiana, Novi (2018) Peran Stakeholder Dalam Membangun Destination Brand Kampung Coklat Melalui Strategi Intergrated Marketing Communication. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini membahas mengenai peran stakeholder dalam membentuk destination branding Kampung Coklat melalui komunikasi pemasaran terpadu/ Intregated Marketing Comunication (IMC). Penelitian ini bertujuan untuk mengetahui bagaimana kegiatan IMC di Kampung Coklat serta mengetahui kaitanya dengan peran stakeholder dalam membangun destination branding Kampung Coklat. Stakeholder yang diteliti dalam penelitian ini adalah: Pemilik dan Pengelola, Pemerintah daerah, dan masyarakat atau pengunjung. Ketiga stakeholder melakukan kegiatan IMC berupa kegiatan Advertising , Personal Selling, Public Relation, Sales Promotion dan Direct and Digital Marketing. Penelitian ini menggunakan jenis kualitatif deskriptif dengan paradigma kontruktivi kontruktivis. Teknik pengumpulan data yang digunakan adalah wawancara serta observasi serta dokumentasi sebagai data pendukung. Wisata kampung coklat Blitar merupakan objek penelitian. Dimana IMC merupakan alat yang digunakan untuk memasarkan obyek pariwisata. IMC yang dilakukan oleh kampong coklat sendiri meliputi enam kegiatan yang terdiri dari Advertising, Personal Selling, Public Relation, Sales Promotion, Direct and Digital Marketing, dan WOM. Destination Branding yang dilakukan meliputi dua kegiatan yaitu pertama brand identity berupa logo dan visi misi serta brand lunch introduction memperkenalkan brand dari kampung coklat untuk keperluan komunikasi pemasaran dan promosi yang fokus pada kegiatan/ event, dokumentasi berupa video atau film, dan memperkenalkan keunggulan berupa produk, sarana atau fasilitas. Dan ketiga adalah brand implementation yang mana kesinergian antara stakeholder berperan untuk membentuk destination branding.

English Abstract

This study discusses the role of stakeholders in creating destination branding of Kampung Coklat through Intregated Marketing Comunication (IMC). The objective of this study is to determine the IMC activities in Kampung Coklat and its relation to the role of stakeholders in building destination branding of Kampung Coklat. The stakeholders mentioned in this study including Business Owners and Managers, Local Governments, and communities or visitors. These stakeholders engaged in IMC activities such as Advertising, Personal Selling, Public Relations, Sales Promotion and Direct and Digital Marketing. This study is using descriptive qualitative method with constructivist paradigm. Data collection techniques used is interview as well as observation and documentation as supporting data. Kampung Coklat located in Blitar is the object of this study, where IMC is used as a marketing tool of tourism activity. IMC conducted by Kampung Coklat itself includes six activities, Advertising, Personal Selling, Public Relation, Sales Promotion, Direct and Digital Marketing, and WOM. The Destination Branding includes several activities, brand identity such as logo, vision and mission of Kampung Coklat, brand launch introduction which introduces the brand of Kampung Coklat for marketing communication and promotion which focus on event, documentation such as video or film, and introduces the advantages of products and facilities, and brand implementation that shows the contribution of the stakeholders who play a role to create destination branding.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIS/2018/172/051802864
Uncontrolled Keywords: Komunikasi Pemasaran Terpadu, IMC, Stakholder, Pariwisata, Destination Branding
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
Depositing User: Budi Wahyono Wahyono
Date Deposited: 14 May 2018 01:29
Last Modified: 18 Oct 2021 07:08
URI: http://repository.ub.ac.id/id/eprint/10429
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