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Creative Cities and Brand Activation Strategies in Enhancing Reputation and Attracting Tourists Prayudi; Ardhanariswari, Kartika Ayu; Probosari, Ninik
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 1 (2024): JOBMARK Vol 6 No 1 (July-December 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v6i1.388

Abstract

This study examines the impact of brand activation strategies on enhancing reputation and attracting tourists to Indonesia's creative cities. In response to the rapid growth of the creative economy and the rising importance of city branding in global competition, the research aims to evaluate how these strategies are employed to drive urban development and economic growth. Utilizing a qualitative approach, including interviews, observations, and document analysis, the study provides insights into the practical implementation of brand activation across multiple Indonesian cities. The findings suggest that effective brand activation, deeply rooted in local culture and creativity, is essential for shaping a city's identity and appeal. The research concludes that successful brand activation requires a multifaceted approach involving stakeholder collaboration, effective marketing, and a commitment to preserving cultural heritage. However, it is essential to note that this study has limitations, such as the focus on a specific region and the qualitative nature of the research. These limitations should be considered when interpreting the findings. This approach is vital for Indonesian cities establishing themselves as prominent creative hubs in the ASEAN region. The study concludes with practical recommendations for policymakers and branding professionals to strengthen city branding efforts and improve the reputation and tourist attraction of Indonesia's diverse urban landscapes.
AUDIT KOMUNIKASI TENTANG PROGRAM PELAYANAN PASIEN BPJS Siti Izzatul Ummah; Puji Lestari; Prayudi

Publisher : Program Studi Ilmu Komunikasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35891/heritage.v12i1.4101

Abstract

BPJS Kesehatan sebagai bagian integral dari Jaminan Kesehatan Nasional (JKN), telah diperkenalkan di RS AMC Muhammadiyah Yogyakarta sejak 2021. Meski demikian, beberapa pasien pengguna BPJS Kesehatan mengungkapkan ketidakpuasan terkait dengan potensi diskriminasi dalam pelayanan. Oleh karena itu, perlu dilakukan evaluasi melalui audit komunikasi untuk memahami efektivitas program pelayanan pasien BPJS Kesehatan di rumah sakit ini. Penelitian ini bertujuan untuk mengevaluasi dan menganalisis implementasi kebijakan layanan publik dalam program pelayanan pasien BPJS Kesehatan di RS AMC Muhammadiyah Yogyakarta. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode gabungan. Audit komunikasi digunakan sebagai alat untuk mengukur efektivitas komunikasi pelayanan pasien BPJS Kesehatan, dan kuesioner digunakan untuk mencari pemahaman mengenai prosedur pelayanan. Temuan penelitian menunjukkan bahwa manajemen RS AMC Muhammadiyah Yogyakarta mengacu pada regulasi yang berlaku terkait pelayanan pasien BPJS Kesehatan. Meskipun kuesioner mencerminkan kepatuhan terhadap prosedur pelayanan, keterbatasan akses terhadap Standar Operasional Prosedur (SOP) merupakan keterbatasan penelitian. RS AMC Muhammadiyah Yogyakarta secara umum mematuhi regulasi dalam memberikan pelayanan pasien BPJS Kesehatan. Meskipun demikian, keterbatasan akses ke SOP menjadi tantangan yang perlu diatasi untuk memahami lebih lanjut efektivitas program pelayanan. Disarankan agar manajemen RS AMC Muhammadiyah Yogyakarta memberikan akses kepada peneliti untuk mengakses SOP guna melengkapi pemahaman tentang prosedur pelayanan. Hal ini akan memberikan informasi yang lebih komprehensif untuk evaluasi ke depan. Kontribusi penelitian adalah memberikan gambaran positif terkait penerapan prosedur pelayanan pasien BPJS Kesehatan di RS AMC Muhammadiyah Yogyakarta. Rekomendasi dan temuan dapat menjadi dasar untuk peningkatan layanan pasien dan evaluasi lebih lanjut.
A Model to Estimate the Level of Passenger Satisfaction With the High-Speed Train Prayudi; Mulyono, Agus Taufik; Najid; Sari, Endah Murtiana
Civil Engineering Journal Vol. 11 No. 9 (2025): September
Publisher : Salehan Institute of Higher Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28991/CEJ-2025-011-09-010

Abstract

Passenger satisfaction must be measured by operators providing high-speed train services, as it is directly related to passenger loyalty, which in turn ensures the business's sustainability. This study aims to measure passenger satisfaction with the Jakarta-Bandung high-speed train by developing a model that considers various factors significant in influencing user satisfaction. The quantitative method was developed by distributing questionnaires to 300 respondents, and the results were analyzed using SEM. The results of this study prove the existence of a model built from 5 (five) dimensions: the availability of information, accessibility, train comfort, emergency actions, and responses to complaints. The results of this study are expected to provide recommendations to the operator of the Jakarta-Bandung High Speed Train to evaluate the factors of 5 (five) dimensions that are considered important in forming a user satisfaction model for the service using a performance analysis matrix (IPA Diagram). According to the results of the IPA diagram, it is evident that the most urgent task for the operator is to consolidate with third parties related to the availability of modes to serve passengers who will continue their journey to Bandung, particularly for work and tourism purposes.
Co-Authors Agus Taufik Mulyono Kartika Ayu Ardhanariswari, Kartika Ayu Najid Ninik Probosari, Ninik PUJI LESTARI Sari, Endah Murtiana Siti Izzatul Ummah