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STRATEGI REBRANDING PERUBAHAN NAMA TEMPAT WISATA DI KOTA MALANG (Studi pada Taman Wisata Senaputra Menjadi Brawijaya Edupark)

Saktifan, Oki (2018) STRATEGI REBRANDING PERUBAHAN NAMA TEMPAT WISATA DI KOTA MALANG (Studi pada Taman Wisata Senaputra Menjadi Brawijaya Edupark). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This research discusses the rebranding strategy conducted by Senaputra tourism park to Brawijaya Edupark in Malang city. This tourist park changed its name and concept because of the conflict from the Senaputra and land owners. This makes the researcher interested to know how the rebranding strategy conducted by Brawijaya Edupark ranging from to marketing efforts and introducing the tourism park with a new brand. The concept used in this research is the concept of rebranding according to Laurent Muzellec. 4 rebranding process that is renaming, repositioning, redesign and relaunch. The relaunch process (publication) is described again using marketing communication program according to Philip Kotler. The approach used is qualitative approach with descriptive research type. Narrative explanation is done by interview technique, observation and documentation on research object. The technique of analysis of researchers through several stages of data collection, data reduction, data presentation until the conclusion. The results of the research are tested the validity of the data using triangulation of sources and techniques. The result of research is known that rebranding is done through 4 process that is (1) renaming, done according to change of new tourism park concept, (2) repositioning, Brawijaya Edupark use attribute positioning in positioning new tourism park as education park, (3) redesign, Brawijaya Edupark (4) relaunch, publication effort is done using marketing communication program such as (1) advertising (brochure and TV media), (2) world of mouth, (3) publicity (instagram, facebook, and online news portal).

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201310040311154
Keywords: Rebranding, Branding, Marketing Communication
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 23 Nov 2018 06:07
Last Modified: 23 Nov 2018 06:07
URI : http://eprints.umm.ac.id/id/eprint/40670

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