Apriliasari, Susan and Edy Yulianto,, Dr. Drs. MP. (2023) Efektivitas Promosi Paguyuban Kakang Mbakyu Kota Malang Dalam Membangun Brand Awareness Guna Mendorong Niat Kunjungan Kembali (Studi Pada Kampoeng Heritage Kajoetangan, Kota Malang),. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memiliki latar belakang terkait pengembangan pariwisata terutama pada promosi pariwisata. Penelitian ini bertujuan untuk (1) Mengidentifikasi dan menganalisa upaya yang dilakukan Paguyuban Kakang Mbakyu Kota Malang dalam membangun brand awareness Kampung Heritage Kayutangan melalui sosial media, (2) Mengetahui, menganalisa dan mendeskripisikan tingkatan brand awareness pengunjung dari upaya promosi yang dilakukan Kakang Mbakyu Kota Malang melalui media sosial, (3) Mengetahui, menganalisa dan mendeskripsikan efektivitas kegiatan promosi Paguyuban Kakang Mbakyu Kota Malang dalam membangun brand awareness melalui media sosial. Metode penelitian yang digunakan yakni deskriptif dengan pendekatan kualitatif. Pengumpulan data menggunakan data wawancara dan dokumentasi. Informan pada penelitian ini berjumlah tujuh orang yang terdiri dari 3 pihak yakni Kelompok sadar Wisata, Kepala Bidang Dinas Kepemudaan, Olahraga, dan Pariwisata, dan Pengunjung. Validitas data menggunakan triangulasi sumber. Analisa data menggunakan model Miles and Huberman. Hasil penelitian ini yakni promosi upaya promosi yang dilakukan Kakang Mbakyu Kota Malang dalam membangun brand awareness Kampoeng Heritage Kajoetangan berupa advertising, personal selling, dan public relation. Tingakatan brand awareness yang dimiliki pengunjung dari konten video promosi edisi Kampoeng Heritage Kajoetangan yang ditonton telah memenuhi tingkat minimal brand awareness yakni brand recognize dan brand recall. Meskipun belum ada tagline maupun jingle yang dibuat khusus mengenai Kampoeng Heritage Kajoetangan, namun video promosi yang disajikan sudah cukup membangkitkan awareness atau kesadaran dalam benak penonton. Sehingga dari kegiatan promosi yang telah dilakukan diukur dari teori efektifitas menurut Duncan dalam Strees (1985) dengan indikator pencapaian tujuan, integrasi, dan adaptasi sudah cukup efektif.
English Abstract
This research has a background related to tourism development, especially tourism promotion. This study aims to (1) Identify and analyze the efforts made by the Malang City Kakang Mbakyu Association in building brand awareness of the Kayutangan Heritage Village through social media, (2) Know, analyze and describe the level of brand awareness of visitors from promotional efforts made by Kakang Mbakyu Malang City through social media, (3) Knowing, analyzing and describing the effectiveness of promotional activities of the Malang City Kakang Mbakyu Association in building brand awareness through social media. The research method used is descriptive with a qualitative approach. Data collection uses interview data and documentation. Informants in this study totaled seven people consisting of 3 parties namely the Tourism Awareness Group, the Head of the Department of Youth, Sports and Tourism, and Visitors. Data validity uses source triangulation. Data analysis uses the Miles and Huberman model. The result of this research is the promotion of promotional efforts made by Kakang Mbakyu Malang City in building brand awareness of Kampoeng Heritage Kajoetangan in the form of advertising, personal selling, and public relations. The level of brand awareness that visitors have from the promotional video content for the Kampoeng Heritage Kajoetangan edition that they watch has met the minimum level of brand awareness, namely brand recognize and brand recall. Even though there is no tagline or jingle specifically made about Kampoeng Heritage Kajoetangan, the promotional video that is presented is enough to raise awareness in the minds of the audience. So that the promotional activities that have been carried out are measured from the theory of effectiveness according to Duncan in Strees (1985) with indicators of goal attainment, integration, and adaptation that are quite effective.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052303 |
| Uncontrolled Keywords: | Brand Awareness, Efektifitas, Kampoeng Heritage Kajoetangan-Tourism Ambassador, Brand Awareness, Effectiveness, Kampoeng Heritage Kajoetangan |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username suprihatin |
| Date Deposited: | 15 Jan 2024 07:28 |
| Last Modified: | 15 Jan 2024 07:28 |
| URI: | http://repository.ub.ac.id/id/eprint/210312 |
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Text (DALAM MASA EMBARGO)
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