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All Journal Adbis : Jurnal Administrasi dan Bisnis Akuntansi Bisnis & Manajemen (ABM)
Ima Hidayati Utami
Universitas Brawijaya Malang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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STRATEGI PENGUATAN KAMPUNG GLINTUNG GO GREEN (3G) SEBAGAI DESTINATION BRANDING OBYEK WISATA EDUKASI DI MALANG Ima Hidayati Utami
Adbis: Jurnal Administrasi dan Bisnis Vol 11, No 1 (2017): Jurnal Administrasi Dan Bisnis 2017
Publisher : Politeknik Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33795/j-adbis.v11i1.20

Abstract

This study aimed to strengthen Kampung Glintung Go Green (3G) as a brand destination of an educational tourism object in Malang – East Java. Employing a qualitative approach,the primary data were collectedthrough in-depth interview, observasion, and FGD with Community Unit (RW) managements,Neighborhood Unit (RT) managements, and 3G management. While the secondary data were collected fromrelated documents. The research findings showed that Kampung Glintung residents have developed 3Gmanagement to manage kampung educational tourism ; created short-term roadmap in three years; formulated vision and mission; anddeveloped an education tourism destination brand. Yet, thefindings indicated that the brand destination they created needed to be reinforced to get more visitors. Therefore, the researcher workedtogether with 3G management and residents representatives carried out the following steps: (1) reformulating brand elements by designing new vision and mission, developing brand essence and brand image; (2) designing new logo based on conceptsproposed by thecommunity ; (3) creating tagline based on the proposed concept; (4) developing an alternative campaign media using video profile and internet-based media.
Strategi Branding Air Minum Dalam Kemasan Q-Jami' Produksi CV Masjid Agung Jami Malang Ima Hidayati Utami; Azizun Kurnia Illahi
Akutansi Bisnis & Manajemen ( ABM ) Vol 23 No 1 (2016): April
Publisher : STIE Malangkucecwara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (293.585 KB)

Abstract

This study aims to describe the branding strategy emploied by packaged drinking water Q-Jami producer to make its brand widely known by the public and able to compete with similar products on the market. Employing a qualitative descriptive approach, the data is collected from primary and secondary data sources. The primary data was collected through interviews with 4 informants who were selected purposively and observations conducted on the site research, while the secondary data is taken from references, journals, and related documents. The informants consists of: the director of CV Masjid Agung Jami', the head of maintenance, and two employees. The findings reveal that: Firstly, before the brand name was released to the public, producer used four phases of strategic branding, namely: selecting unique brand name, selecting unique product feature, building brand personality characteristic, and creating distinctive visual identity. Secondly, producer run 6 steps of branding process to make the product widely known and competitive in the market, they are : designing appropriate logo, designing a good logo, using the word of mouth as a marketing tool, creating a messages that encourages cosumers to spread them, rewarding loyal distributors, and consistent with logo and design. Thirdly, brand name and brand personality built based on the issue of healthy as well as consuers religious norms values have fulfilled consumers particular emotional needs made them believe and loyal to the product rapidly.
Co-Authors Azizun Kurnia Illahi