STRATEGI REBRANDING “SHINING BATU†SEBAGAI UPAYA PENINGKATAN JUMLAH WISATAWAN DI KOTA BATU
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Institusion
Universitas Muhammadiyah Malang
Author
Febriyanti, Atika Dwi
Subject
JA Political science (General)
Datestamp
2022-11-25 04:55:51
Abstract :
Strategies Rebranding are steps to change a brand by taking into account internal and external factors to achieve predetermined goals without neglecting the original purpose of a brand. The purpose of this study is to find out how the rebranding and the impact of the rebranding "Shining as an effort to increase the number of tourists visiting Batu City. The research method used is qualitative with observation, interviews and documentation. The results showed that Shining Batu's rebanding strategy through IMC (advertising) was to install banners, videotrons, advertise on local, national, regional TV, brochures, booklets, stickers and billboards installed in several places. Then through IMC (sales promotion), namely by providing discounts to tourist visitors, then through IMC (public relations), namely by collaborating with several parties, sometimes also with ministerial institutions. Finally, through IMC (personal selling), namely, by holding a bazaar by cooperating with MSMEs in Batu City. The impact of this rebranding is the welfare of the people of Batu City which continues to increase and regional income continues to reach the target.
Strategies Rebranding are steps to change a brand by taking into account internal and external factors to achieve predetermined goals without neglecting the original purpose of a brand. The purpose of this study is to find out how the rebranding and the impact of the rebranding "Shining as an effort to increase the number of tourists visiting Batu City. The research method used is qualitative with observation, interviews and documentation. The results showed that Shining Batu's rebanding strategy through IMC (advertising) was to install banners, videotrons, advertise on local, national, regional TV, brochures, booklets, stickers and billboards installed in several places. Then through IMC (sales promotion), namely by providing discounts to tourist visitors, then through IMC (public relations), namely by collaborating with several parties, sometimes also with ministerial institutions. Finally, through IMC (personal selling), namely, by holding a bazaar by cooperating with MSMEs in Batu City. The impact of this rebranding is the welfare of the people of Batu City which continues to increase and regional income continues to reach the target.
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