City Brand Communication Pada Brand “Naturally Jember” (Studi Kualitatif Deskriptif Pada Dinas Pariwisata Dan Kebudayaan Kabupaten Jember)

Yantini, Putri Tara Dwi (2018) City Brand Communication Pada Brand “Naturally Jember” (Studi Kualitatif Deskriptif Pada Dinas Pariwisata Dan Kebudayaan Kabupaten Jember). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana city brand communication yang diterapkan Pemerintah Kabupaten Jember pada city brand “Naturally Jember” dengan menggunakan model city brand communication Kavaratzis (2004) yaitu primary communication, secondary communication dan tertiary communication. Jenis penelitian yang digunakan adalah deskripsi kualitatif dengan teknik pengumpulan data wawancara semistruktur dan observasi. Pemilihan informan digunakan dengan teknik purposive sampling dan teknik analisis data model Miles, Huberman dan Saldana yaitu kondensasi data, penyajian data dan penarikan kesimpulan. Penelitian ini menggunakan keabsahan data dengan triangulasi sumber. Hasil penelitian menunjukkan city brand communication pada brand “Naturally Jember” yang diterapkan Pemerintah Kabupaten Jember dilakukan melalui aspek primary communication, secondary communication dan tertiary communication. Berdasarkan model city brand communication Kavaratzis (2004), city brand communication pada brand “Naturally Jember” berfokus kepada secondary communication melalui ketersediaan dan penggunaan media promosi yang sudah cukup baik dan beragam. Aspek primary communication yang ada di Kabupaten Jember belum berjalan secara maksimal sehingga perlu banyak pembenahan. Aspek tertiary communication menunjukkan terdapat perbedaan hasil word of mouth pada wawasan yang dimiliki pihak komunitas dan masyarakat mengenai city branding “Naturally Jember”. Pihak komunitas mengetahui city branding “Naturally Jember” dengan baik sedangkan pihak masyarakat belum cukup baik dalam mengetahui city branding “Natrually Jember”. Hal ini tidak terlepas dari peran dan keterlibatan komunitas dalam kegiatan city branding “Naturally Jember”.

English Abstract

This study is aimed to know the communication process of city branding “Naturally Jember” from The Govermnment of Jember Regency by using Kavaratzis (2004) city brand communication model (primary communication, secondary communication and tertiary communication). This research used descriptive qualitative method by techniques of data collection that are semisctructure and observation. The informan selections was used by purposive sampling technique and data analysis by Miles, Huberman and Saldana that was data condensation, data display and conclution drawing. This study is tested data validation by using source triangulation. The result research show city brand communication “Naturally Jember” by The Government of Jember Regency used primary communication, secondary communication and tertiary communication. Based on Kavaratzis (2004) city brand communication model, city brand communication “Naturally Jember” focused on secondary communication by media promotion was good enough and deserve. The primary communication has not optimally so it needs a lot of improvement. The tertiary communication showed that there are differences results word of mouth (WOM) from community and society’s knowledge about city branding “Naturally Jember”. The community has good enough know city branding “Naturally Jember” but the society has not good enough to know city branding “Naturally Jember”. It happened because of the role and involvement of the community in the city branding “Naturally Jember” activities.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FIS/2018/1165/051902001
Uncontrolled Keywords:	City Brand, City Branding, City Brand Communication
Subjects:	300 Social sciences > 302 Social interaction > 302.2 Communication
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
Depositing User:	Budi Wahyono Wahyono
Date Deposited:	04 Jun 2020 09:03
Last Modified:	29 Mar 2022 07:41
URI:	http://repository.ub.ac.id/id/eprint/168921

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