CD Skripsi

Strategi branding perumda kampar aneka karya dalam membentuk image stanum park bangkinang sebagai wisata ramah keluarga

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Stanum Park Bangkinang is a tourist area located in Bangkinang, the capital of Kampar Regency, which is a business unit of Perumda Kampar Aneka Karya. Since August 2024, Perumda Kampar Aneka Karya has collaborated with Alciv Studio to form the image of Stanum Park Bangkinang as a family-friendly tourism through social media. This was done by the management of Stanum Park Bangkinang with the hope that this tourist attraction could be known more widely among the community as a family-friendly tourist attraction and could increase the number of visits. This study aims to analyze the branding strategy of Stanum Park Bangkinang managers in shaping the image as a family-friendly tourism.
This study uses a descriptive qualitative method using the concept of branding strategy by Sicco Van Gelder which has three elements, namely, brand positioning, brand identity, and brand personality. The subjects in this study were seven people who were determined based on the purposive sampling technique. In collecting data, researchers used observation, interview, and documentation techniques. The data analysis technique used by the researcher is Miles and Huberman data analysis which consists of data reduction, data presentation, and conclusion drawn.
The results of this study show that the management of Stanum Park Bangkinang has implemented brand positioning strategies, brand identity, and brand personality. In carrying out brand positioning strategies, managers focus on strengthening facilities at tourist sites, strengthening the image of tourist attractions through social media, and strengthening collaboration strategies with various parties to disseminate information. In carrying out a brand identity strategy, Stanum Park Bangkinang uses a logo and tagline. The Stanum Park Bangkinang logo can be seen directly at tourist sites and through uploads on social media. However, the tagline used can only be seen on social media, not yet seen directly at tourist sites. In carrying out the brand personality strategy, the management always strives to provide the best service, maintain interaction with followers on social media, and is always open to criticism and suggestions from visitors related to these tourist attractions so that they can add value to Stanum Park Bangkinang. It can be concluded that Stanum Park Bangkinang has carried out the three branding strategies mentioned by Sicco Van Gelder. However, there are several strategies that still need to be maximized to form the image of Stanum Park Bangkinang as a family-friendly tourism.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2101112195

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2101112195

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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