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All Journal Communica : Journal of Communication
Themotia Titi Widaningsih
Universitas Sahid Jakarta
Languange, Linguistic, Communication & Media Social Sciences

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Determining The Brand Identity of Setu Babakan In Various Promotional Media As A Betawi Cultural Tourism Destination Themotia Titi Widaningsih; Fit Yanuar
Communica : Journal of Communication Vol. 3 No. 4 (2025): October 2025
Publisher : PT Penerbit Ilmiah Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v3i4.761

Abstract

Proper branding facilitates promotion efforts for managers. Good promotion can increase tourist visits. This study aims to identify branding aspects including brand demographics, personality, character, positioning, name, logo and slogan, ticket prices, and promotional media. The study was conducted in the Betawi cultural tourism area of Setu Babakan, using quantitative research. Data collection was carried out by distributing questionnaires to tourists. Focus group discussions were conducted with managers and the community. The results showed that Setu Babakan tourists were predominantly male, college graduates, both diploma and bachelor's, aged 20-30 years and private sector employees. Tourists utilize social media to obtain tourism information. Setu Babakan visitors are tourists who enjoy traveling and love the beauty of nature and culture.
Co-Authors Fit Yanuar