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All Journal Jurnal Kepariwisataan Jurnal Pengabdian Kepada Masyarakat MAKARDHI
Dwi Novita Cahyaningtyas Permatasari
Program Studi Pengelolaan Konvensi dan Peristiwa, Politeknik Internasional Bali
Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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STRATEGI PENINGKATAN BRAND AWARENESS DAN AKTIFITAS PROMOSI DALAM SPORT EVENT (STUDI KASUS: EVENT MAYBANK BALI MARATHON 2019, GIANYAR, BALI) Dwi Novita Cahyaningtyas Permatasari
JURNAL KEPARIWISATAAN Vol 21 No 1 (2022): Jurnal Kepariwisataan
Publisher : Pusat penelitian dan Pengabdian Kepada Masyarakat Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jpar.v21i1.697

Abstract

Sporting events are one of the subjects in MICE related to the niche tourism development. Various promotional activities through sport event is used to increase brand awareness. It brings strong implications for many aspects of tourism development. Marathon has become very popular sport in 2019. Maybank made a breakthrough strategy to take advantage of this trend through organizing Maybank Bali Marathon 2019. Maybank Marathon achieved “Bronze Label” from World Athletics, became the first in Indonesia. However, Maybank's level of brand awareness in Bali needs to be evaluated. Based on the preliminary research conducted, most of the people were aware of the event but were not familiar with the bank's financial products. The method used in this study is a mix method by conducting survey of 100 respondents with random sampling technique and analyzed using descriptive analysis. Brand awareness is measured by characterizing four elements of David A. Aaker's theory namely top of mind, brand recall, brand recognition, unaware of brand. The results show that Maybank does not occupy the top of mind or brand recall levels, and there are only few respondents who recognize the logo and tagline, 60% of respondents do not aware Maybank brand. Interesting fact, although most respondents are not familiar with Maybank, almost all respondents (91%) are aware of the Maybank Bali Marathon event. Maybank's promotion scheme was analyzed using The Marketing Funnel theory by Adam Cohen and finally strategy was formulated using SWOT analysis.
Perancangan Destination Branding Desa Wisata Bongan melalui Visual Branding dan Digital Marketing Dwi Novita Cahyaningtyas Permatasari
Jurnal Pengabdian Kepada Masyarakat Makardhi Vol. 2 No. 1 (2022): Jurnal Pengabddian Kepada Masyarakat MAKARDHI
Publisher : Pusat Penelitian dan Pengabdian Kepada Masyarakat Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/makardhi.v2i1.794

Abstract

Bongan tourism village assistance includes three activities, namely training on creating website, Instagram, Facebook, and YouTube along with contents management, training on creating video in the perspective of MICE development and digitizing tourism products to promote Bongan tourism villages, designing destination branding through Teruni Bali promotional videos in collaboration with Pemuda Batak Bersatu. Bongan Village was designated as a tourist village in 2018 and is currently classified as startup tourism village. The golden triangle attraction in Bongan village is Puseh Luhur Bedha Temple which has the Kebo Iwa site, Grembengan waterfall, and Bali starling breeding. Lack of knowledge and skills of society in carrying out visual promotion activities digitally encourages the implementation of this training. Mentoring activities are carried out with three methods, lecturing, discussions and practices involving lecturers, students as application of Digital Marketing course, village officer, Pokdarwis, society, other partners, namely Pemuda Batak Bersatu and Teruna-Teruni Bali. In 2020, PIB received an award from the Ministry of Tourism and Creative Economy as the Fifth Grade for the best tourist village mentorship in Indonesia. The design of the logo, website, Instagram, Facebook, and Youtube was well established, ten videos have been successfully produced and uploaded to social media.
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