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All Journal Community Development Journal: Jurnal Pengabdian Masyarakat Journal of Tourism Economics and Policy
Latif, Nashrudin
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Humanities Economics, Econometrics & Finance Education Health Professions Public Health Social Sciences

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Journal : Journal of Tourism Economics and Policy

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Brand Community Ritual Events as a Tool of Custom Culture Reproduction and Marketing LATIF, Nashrudin; SUHARIYANTO, Suhariyanto; SHOIMAH, Siti
Journal of Tourism Economics and Policy Vol. 3 No. 2 (2023): Journal of Tourism Economics and Policy (April - June 2023)
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jtep.v3i2.626

Abstract

The original concept of internal marketing focused on providing internal products (jobs) to meet the needs of vital internal markets (employees) as well as meeting organizational needs. The marketing field still lacks knowledge on how to create and sustain internal marketing missions and goals, such as the formation of a collective mind, the alignment between employees and organizational goals, and the emergence of a positive place culture; the purpose of this study is to explore how brand community activities and internal marketing are ideally executed as a form of playing out marketing activities in expressing custom cultural reproduction. This study conducts a qualitative study of the annual routine birthday celebrations of a custom cultural community. Data was collected through in-depth interviews, supplemented by community documents and field observations. The findings of this study reveal that the success of the event is well managed to reproduce voluntary custom culture by emphasizing local wisdom norms, values and beliefs based on community event objectives. The implication for managing brand community events with the aim of building a custom community culture is more emphasis is placed on the symbolism of the sales promotion aspect of an event and providing custom community activists experience in managing a brand community event. This study shows that external marketing in managing events can create internal marketing strengths in carrying out marketing practices with local wisdom nuances.
Co-Authors Aristha Purwanthari sawitri irianto, apri Jati Abdhi Wasesa, Andarmadi Mukhtar, M. Nushron Ali Siti Shoimah Suhariyanto Suhariyanto