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All Journal Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Lektur, Jurnal Ilmu Komunikasi
Noviyanti, Ragil
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Computer Science & IT Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Nursing Public Health

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Brand Activation UMKM Flo Cookery melalui Logo dan Identitas Visual Rizqi, Achmad Naufal; Arif, Sonhaji; Utami, Athika Dwi Wiji; Andari, Trias Widha; Satrio, Putra Uji Deva; Hartiningrum, Amalia; Noviyanti, Ragil
PROSIDING SEMINAR NASIONAL PENGABDIAN KEPADA MASYARAKAT Vol. 3 No. 1 (2023): Prosiding Seminar Nasional Pengabdian Kepada Masyarakat : MEMAKSIMALKAN POTENSI
Publisher : Universitas Nahdlatul Ulama Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33086/snpm.v3i1.1231

Abstract

Pengabdian ini bertujuan untuk membuat logo dan identitas Visual UMKM Flo Cookery sebagai upaya aktivasi brand UMKM Flo Cookery agar dapat bersaing dengan kompetitor, baik yang berada dalam wilayah sekitarnya maupun di wilayah yang lebih jauh dimana bisa dijangkau melalui online. UMKM Flo Cookery bergerak di bidang kuliner khususnya produksi kue kering dan roti yang terletak di kota Trenggalek. Metode yang digunakan dalam pengabdian ini antara lain, pra produksi, produksi, dan pasca produksi yang selalu melibatkan pemilik UMKM dalam proses pengembangan desain logo dan identitas visual. Hasil dari pengabdian ini antara lain logo dan identitas visual yang tertuang dalam sebuah graphic standart manual beserta desain merchandise dan kemasan produk UMKM Flo Cookery.
Harmonization of Tri Hita Karana: A Sustainable Tourism Branding Strategy (Grand Istana Rama Study) Krishna, I Gede Novara; Noviyanti, Ragil; Januar, Shigit
Lektur: Jurnal Ilmu Komunikasi Vol 8, No 4 (2025): Lektur: Jurnal Ilmu Komunikasi
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/lektur.v8i4.27263

Abstract

This study aims to evaluate the marketing communication strategy of Grand Istana Rama Hotel (GIR) in Kuta, Bali, and to address the research gap regarding local wisdom as a core strategic asset rather than mere ornamentation in sustainable tourism. Employing a qualitative single case study method and in-depth interviews with key management, this research analyzes how GIR radically integrates the Tri Hita Karana (THK) philosophy into its brand equity through the strategic transformation of cultural capital. The process involves examining three strategic pillars: Palemahan (environment), transformed into a 1.7-hectare "Green Oasis" USP defying high-density economic logic; Parhyangan (spirituality), leveraged for brand trust through ritual transparency and ethical boundaries; and Pawongan (social), fostering strong emotional bonds through a humanist service culture amidst industry automation. Netnographic data from guest reviews validates that the human-centric service and the tranquil atmosphere are the primary drivers of customer loyalty and positive perception. The results show that this fundamental THK integration functions as a counterintuitive competitive defense mechanism, effective against market saturation and the impending 2025 hotel moratorium. The conclusion is that fundamentally integrated local wisdom offers a resilient and authentic model, positioning THK as a strategic communication framework that generates superior functional, psychological, and ethical value for sustainable tourism development.
Co-Authors Amalia Hartiningrum Athika Dwi Wiji Utami Januar, Shigit Krishna, I Gede Novara Putra Uji Deva Satrio Rizqi, Achmad Naufal Sonhaji Arif Trias Widha Andari