Mufli, Muhammad (2018) Analisis Relevansi City Branding “Beautiful Malang” melalui Pendekatan City Brand Index dan City Brand Personality. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini membahas mengenai relevansi city branding “Beautiful Malang” melalui pendekatan city brand index dan city brand personality. Penelitian ini bertujuan untuk mengidentifikasi city brand index dan dimensi city brand personality Kota Malang. City Brand index menjelaskan potensi unggulan Kota Malang yang ditinjau dari enam aspek yaitu presence, potential, place, people, pulse dan prerequisite. Keunggulan Kota Malang yang ditinjau dari enam aspek tersebut akan digambarkan dalam city brand hexagon. Pendekatan city brand personality akan mengidentfikasi karakteristik pribadi Kota Malang yang ditinjau dari lima dimensi ketulusan, kegembiraan, kecakapan, kecanggihan dan ketangguhan. Desain penelitian ini adalah eksploratori dengan pendekatan kualitatif. Fokus penelitian ini adalah untuk mengidentifikasi city brand index dan city brand personality serta relevansinya terhadap “Beautiful Malang”. Lokasi penelitian dilakukan di Kota Malang. Sumber data terdiri dari data primer dan data sekunder. Teknik pengumpulan data melalui wawancara, kuesioner kualitatif online, dokumentasi dan studi pustaka. Keabsahan data dalam penelitian ini menggunakan data triangulasi. Analisis data mencakup analisis deskriptif dan kualitatif. Hasil penelitian ini menunjukkan bahwa aspek place mendapatkan penilaian tertinggi dalam city brand index, yang artinya keunggulan kompetitif Kota Malang adalah aspek place. Brand personality Kota Malang mewakili lima dimensi city brand personality yaitu ketulusan, kegembiraan, kompetensi, kecanggihan dan ketangguhan. City branding “Beautiful Malang” memiliki relevansi langsung dan tidak langsung terhadap penilaian city brand index. Aspek yang memiliki relevansi langsung adalah place, people, pulse dan potential sedangkan yang tidak langsung adalah prerequisites dan presence. Hasil city brand personality scale Kota Malang juga menunjukkan bahwa terdapat beberapa item yang membentuk brand personality Kota Malang memiliki relevansi langsung dengan city branding “Beautiful Malang”. Item-item yang lain tidak memiliki relevansi langsung, menjadi pendukung dalam personality Kota Malang. Berdasarkan hasil penelitian ini, disarankan agar Pemerintah Kota Malang memperhatikan aspek potensi dan personality kota dalam proses pengembangan ataupun evaluasi Beautiful Malang.
English Abstract
The research investigated relevance of city branding of Beautiful Malang through city brand index and city brand personality approach. The research aims to identify city brand index and city brand personality Malang City. City brand index describes the competitive advantages of Malang which are reviewed from six aspects that are presence, potential, place, people, pulse and prerequisite and described in city brand hexagon. City brand personality approach will identification of personal characteristics of Malang City which are viewed from the five dimensions that are sincerity, excitement, competence, sophistication, and ruggnedness. The research design is exploratory with qualitative approach. Focus of this research is to identify city brand index and city brand personality and relevance analysis to Beautiful Malang. Research location was conducted in Malang. The data source consists of primary data and secondary data. Data collection techniques through interviews, online qualitative questionnaires, documentation and literature study. The validity of data in this study using triangulation data. Data analysis includes descriptive and qualitative analysis. The research shows that the aspect of place get the high score on city brand index, which mean the competitive advantages of Malang City is aspect. Brand personality of Malang City represent five dimension of city brand personality that are sincerity, excitement, competence, sophistication and ruggedness. The Beautiful Malang had direct and indirect relevance to the city brand index assessment. The aspects of City Brand Index of Malang City had direct relevance that are place, people, pulse and potential, while indirect that are prerequisites and presence. The city brand personality scale of Malang City also shows that there a few items forming the brand personality of Malang City has direct relevance to the "Beautiful Malang”. The other items have indirect relevance, become a supporting at Malang City personality. Based on the results of this research, it is suggested that the Government of Malang should to pay attention on aspects of potential and city personality at the process of development or evaluation of Beautiful Malang.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/801/051809569 |
| Uncontrolled Keywords: | Kota Malang, Beautiful Malang, City Branding, City Brand Index, City Brand Personality-Malang City , Beautiful Malang, City Branding, City Brand Index, City Brand Personality |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 03 May 2019 02:28 |
| Last Modified: | 23 Oct 2021 06:19 |
| URI: | http://repository.ub.ac.id/id/eprint/162182 |
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