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Murti, Desideria
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Village Branding: Instruments of Place Brand Identity for Destinations and MSMes in the Tourism Villages : A Participatory Research in Place Branding of Tinalah Tourism Village Murti, Desideria; Victoria Sundari; Antonius Bima; Gabriel Emerald
Jurnal Spektrum Komunikasi Vol 11 No 2 (2023): Jurnal Spektrum Komunikasi : June 2023
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/spektrum.v11i2.458

Abstract

This research aims to discuss the instruments in place of brand identity for destination development and MSMEs in a tourism village. The participatory approach was carried out by conducting the FGDs (Focus Group Discussions) sequence to involve citizens in formulating place branding. The citizens made and identified designs and icons, provided design directions, and gave the feel of a story to the resulting design. In previous research, place branding mainly was carried out in cities or places with dominant government hierarchies. In contrast, this research was conducted in villages and areas with a solid community base because the selected tourism villages were community-based tourism (CBT) villages. In addition, this research also observes how place branding can be done by trying to understand personality association through a participatory process and came from the citizens themselves. This research will contribute to the necessary instrument schemes for forming place branding in the village and community-based contexts. Several findings were noted in this research related to the challenges of MSMEs and destinations in carrying out branding, profit allocation issues, the difference of value or selling unique in formulating branding, the benefits of branding and technology, and challenges in supporting technology application. Based on the findings, this research showed several instrument applications in place branding, including three pillars, i.e., place physics, place practice, and place personality.
Kesesuaian dan Kapabilitas pada Adopsi Komunikasi Pemasaran Digital Usaha Mikro, Kecil, dan Menengah (UMKM) di Wilayah Kulon Progo: Compatibility and Capability on the Adoption of Digital Marketing Communication for Micro, Small, and Medium Entreprises (MSMEs) in the Kulon Progo Region Murti, Desideria
Anterior Jurnal Vol. 25 No. 1 (2026): Anterior Jurnal
Publisher : ​Institute for Research and Community Services Universitas Muhammadiyah Palangkaraya

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Abstract

UMKM merupakan sektor yang penting di Indonesia tetapi masih memiliki banyak permasalahan untuk berkembang dan naik kelas. Oleh sebab itu, banyak dilakukan pelatihan peningkatan kapasitas UMKM untuk menyelesaikan berbagai permasalahan di sektor ini. Salah satu masalah utama dari UMKM adalah pemasaran khususnya di platform digital. Penelitian ini menjawab kebutuhan itu dengan melakukan upaya evaluasi pada kemampuan adopsi pemasaran untuk UMKM di Kabupaten Kulon Progo serta sejauh mana mereka dapat mempraktekkan kesesuaian komunikasi pemasaran digital itu pada bisnis mereka. Komunikasi pemasaran digital mencakup aspek branding digital, kemampuan mengelola media sosial, kemampuan membuat konten visual dan tulisan, serta pemanfaatan platform e-commerce. Untuk melihat berbagai fase perkembangan peningkatan kemampuan adopsi ini maka penelitian ini menggunakan mix-method dengan melakukan survei tahap awal, analisis konten promosi online serta data penjualan, wawancara mendalam dan observasi. Hal ini dilakukan untuk melihat tahapan dan aspek perkembangan UMKM dalam upaya peningkatan adopsi komunikasi pemasaran digital yang merupakan permasalahan kunci di sektor ini. Hasil temuan menunjukkan bahwa UMKM berupaya meningkatkan visibilitas, identitas, dan aktivitas penjualannya melalui berbagai media serta mengkombinasikannya dengan pemasaran tatap muka.
Co-Authors Antonius Bima Gabriel Emerald Victoria Sundari