Analisis City Branding “Shining Batu di Kota Batu

Yufinda, Reftamia (2018) Analisis City Branding “Shining Batu di Kota Batu. Sarjana thesis, Universitas Brawijaya.

Abstract

City branding dapat dikatakan sebagai strategi dari suatu kota atau wilayah untuk membuat positioning yang kuat di dalam benak target pasar mereka, seperti layaknya positioning sebuah produk atau jasa, sehingga kota dapat dikenal secara luas baik regional ataupun global. Tujuan city branding yaitu sebagai media promosi sehingga kota tersebut dikenal luas (high awareness) dan mendapat persepsi yang baik; sehingga menjadi tempat bagi investasi, tujuan wisata, tujuan tempat tinggal, dan penyelenggaraan kegiatan/events. Kota Batu merupakan salah satu kota di Jawa Timur yang memiliki potensi wisata yang besar, hal ini dikarenakan dengan adanya dukungan kondisi geografis serta berbagai wahana wisata terdapat di kota tersebut. Tujuan penelitian ini adalah untuk menganalisis implementasi city branding di Kota Batu “Shining Batu” oleh Pemerintah Kota Batu serta menganalisis faktor-faktor yang menjadi pendukung dan penghambat. Penelitian ini menggunakan metode deskriptif kualitatif yang bertujuan untuk membuat gambaran secara sistematis, faktual dan akurat mengenai fakta-fakta, sifat-sifat, serta hubungan antar fenomena yang sedang diselidiki. Teori yang digunakan yaitu City Branding Hexagon yang diciptakan oleh Simon Anholt yang memuat enam aspek yang terdiri atas presence, place, people, pre-requisites, pulse, dan potential. Informan yang dipilih berjumlah delapan orang yang terdiri dari berbagai stakeholders city branding di Kota Batu. Hasil penelitian ini menunjukkan bahwa indikator presence, pulse dan place menjadi indikator yang dominan dan kuat untuk menopang implementasi city branding “Shining Batu”

English Abstract

City branding can be said as a strategy of a city or region to create a strong positioning in the minds of their target market, such as positioning a product or service, so that the city can be widely known either regionally or globally. The purpose of city branding is as a media campaign so that the city is known (high awareness) and get a good perception; making it a place for investment, travel destinations, residential purposes, and organizing events / events. Batu city is one of the cities in East Java that has great tourism potential, this is because with the support of geographical conditions and various tourist rides are in the city. The purpose of this study is to analyze the implementation of city branding in Batu City "Shining Batu" by Batu City Government and analyze the factors that become supporters and obstacles. This research uses descriptive qualitative method that aims to create a systematic, factual and accurate description of the facts, properties, and relationships between phenomena under investigation. The theory that used is the City Branding Hexagon theory created by Simon Anholt containing six aspects consisting of presence, place, person, prerequisite, pulse, and potential.The selected informants amounted to eight people consisting of various stakeholders city branding in Batu City. The results of this study indicate that the presence, pulse and place indicators are the dominant and strong indicators to support the implementation of city branding "Shining Batu".

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIS/2017/1211/051801822
Uncontrolled Keywords: City Branding, Kota Batu, Positioning, Shining Batu
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Pemerintahan
Depositing User: Budi Wahyono Wahyono
Date Deposited: 13 Apr 2018 08:23
Last Modified: 11 Jan 2022 03:52
URI: http://repository.ub.ac.id/id/eprint/9444
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