Hastungkara, Wanodya (2017) Analisis City Brand Communication Pemerintah Kabupaten Jember dalam Mewujudkan “Jember Pandhalungan City”. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis city brand communication yang dilakukan oleh Pemerintah Kabupaten Jember dalam mewujudkan “Jember Pandhalungan City” dengan menggunakan aspek city branding Kavaratzis (2004). Analisis ini dilakukan dalam 3 tahap yaitu primary communication, secondary communication, dan tertiary communication. Hal yang menjadi perhatian dalam penelitian ini adalah ketika branding suatu kota diangkat dari aspek historical atau sejarah kota tersebut. Peneliti menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data, wawancara semi terstuktur, observasi, dan dokumentasi. Teknik pemilihan informan menggunakan teknik purposive sampling dengan teknik analisa data menggunakan Miles & Huberman, yakni reduksi data, penyajian data, verivikasi data, dan keabsahan data menggunakan triangulasi metode. Hasil penelitian ini menunjukkan bahwa city brand communication yang dilakukan oleh Pemerintah Kabupaten Jember dalam mewujudkan branding “Jember Pandhalungan City” sudah cukup baik, namun masih terdapat beberapa hal yang perlu ditingkatkan. Hal ini dikarenakan fokus pemerintah saat ini adalah penyelenggaran event yang bertemakan Budaya Pandhalungan, sehingga belum membangun primary communication yang baik dimana belum adanya komunikasi yang terstuktur antara internal pemerintah, serta belum tersedianya arsitektur dan ikonik yang merepresentasikan branding Jember. Aspek yang menonjol adalah kontribusi komunitas dan masyarakat yang aktif dalam mempromosikan branding Jember. Pada aspek Secondary communication juga terkendala, yaitu belum maksimalnya penggunaan media promosi, kurangnya peran serta dinas lain dalam mempromosikan branding, dan kurangnya sinergisitas antara pemerintah dengan Dewan Kesenian Jember. Dari dua aspek ini kemudian menghasilkan tertiary communication yang dilihat melalui e-word of mouth. Hasilnya mayoritas masyarakat mendukung branding “Jember Pandhalungan City” meskipun terdapat masyarakat yang masih meragukan keputusan Pemerintah dalam menetapkan branding tersebut. Respon positif masyarakat ini tidak lepas dari peran komunitas dan antusias masyarakat sendiri terhadap branding Kabupaten Jember. Hal ini menujukkan bahwa branding “Jember Pandhalungan City” sudah mulai tersampaikan pada masyarakat. Selain itu, branding Jember yang didasarkan pada historical atau sejarah berdirinya Kabupaten Jember dirasa lebih kuat dan mengakar pada masyarakat, sehingga mendapat apresiasi lebih dari masyarakatnya sendiri.
English Abstract
This research was intended to analyse city brand communication conducted by The Government of Jember Regency to establish “Jember Pandhalungan City” using Kavaratzis’s (2004) city branding. The analysis was carried out in three steps; primary communication, secondary communication, and tertiary communication. The concern of this research was that the branding of certain city was promoted from the historical aspect. The descriptive and qualitative method was used, and the data were collected by using a semi-structured interview, observation, and documentation. The informen were selected by using a purposive sampling technique. The Miles & Huberman data analysis was aplied that was data reduction, data presentation, data verification and legalised data used triangulation source. The research findings showed that city brand communication conducted by The Government of Jember Regency to establish “Jember Pandhalungan City” was good enough, however, there were still some aspects which need to increase due to the primary communication which has not been constructed effectively. There has not been an internal well-structured communication of the government. Moreover, there have not been architectures and icons representing Jember branding. The most outstanding aspect dealing with this branding was the contribution from the communities and people who actively enggaged to promote Jember branding. The Secondary communication on developing Jember Regency branding had an obstacle as well, such as the less maximum use of promotion media, the lack of internal government units’ role to promote branding and the lack of sinergic relationship between Jember government Regency and Jember Art Community. From these two aspects, then the tertiary communication established which can be seen from e-word of mouth. As a result, the mojority of the people supported the branding of “Jember Pandhalungan City”, eventhough there still some people who were doubt about the government decision about the branding. Positive responds from society was due to the anthusiastic role of community to the branding of Jember Regency . This indicated that branding of “Jember Pandhalungan City” has already been rocognized by the people of Jember. In addition to the branding which rooted from the society, especially from the historical aspect, seemed to be stronger and got more appreciation from the people of this city.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2017/1182/051801381 |
| Uncontrolled Keywords: | city branding, Jember Pandhalungan City, 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: | 07 Feb 2018 03:00 |
| Last Modified: | 06 Nov 2020 06:08 |
| URI: | http://repository.ub.ac.id/id/eprint/8763 |
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