Analisis City Branding Kabupaten Sukoharjo Sebagai Kota Jamu: Pendekatan Persepsi Brand Box Model
This study aims to assess the model city branding based on superior product through perception approach of brand box models. This study is conducted to explore consumer perceptions of a traditional medicinal herbal drink products”jamu” in order to build a city branding by medicinal product as region...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | Indonesian |
| Published: |
Universitas Merdeka Malang
2019-07-01
|
| Series: | Jurnal Manajemen Dan Kewirausahaan |
| Subjects: |
| _version_ | 1811316842968383488 |
|---|---|
| author | Lilik Wahyudi Sarjiyanto Pram Suryanadi |
| author_facet | Lilik Wahyudi Sarjiyanto Pram Suryanadi |
| author_sort | Lilik Wahyudi |
| collection | DOAJ |
| description | This study aims to assess the model city branding based on superior product through perception approach of brand box models. This study is conducted to explore consumer perceptions of a traditional medicinal herbal drink products”jamu” in order to build a city branding by medicinal product as region superior product as part of the local communities empowerment. Development of city branding is conducted by the exploration of perception approach of brand box models. Exploration of perception is conducted by ethnographic methods and netnographic methods in several target areas of research. The area regions of this research are Soloraya region (subosukowonosraten) as the market potential of a city branding Sukoharjo. This results show : 1) there is a strong influence of the perception of the city image on overall value; 2) there is the strong influence of overall value on the intention to recommend and intention to visit |
| first_indexed | 2024-04-13T11:56:26Z |
| format | Article |
| id | doaj.art-e0bcfae56ccc4f9ebc3713dfa64ce441 |
| institution | Directory Open Access Journal |
| issn | 2301-9093 2540-8259 |
| language | Indonesian |
| last_indexed | 2024-04-13T11:56:26Z |
| publishDate | 2019-07-01 |
| publisher | Universitas Merdeka Malang |
| record_format | Article |
| series | Jurnal Manajemen Dan Kewirausahaan |
| spelling | doaj.art-e0bcfae56ccc4f9ebc3713dfa64ce4412022-12-22T02:47:54ZindUniversitas Merdeka MalangJurnal Manajemen Dan Kewirausahaan2301-90932540-82592019-07-01711427https://doi.org/10.26905/jmdk.v7i1.2688Analisis City Branding Kabupaten Sukoharjo Sebagai Kota Jamu: Pendekatan Persepsi Brand Box ModelLilik Wahyudi0Sarjiyanto 1Pram Suryanadi2Universitas Sebelas Maret, SurakartaUniversitas Sebelas Maret, SurakartaUniversitas Sebelas Maret, SurakartaThis study aims to assess the model city branding based on superior product through perception approach of brand box models. This study is conducted to explore consumer perceptions of a traditional medicinal herbal drink products”jamu” in order to build a city branding by medicinal product as region superior product as part of the local communities empowerment. Development of city branding is conducted by the exploration of perception approach of brand box models. Exploration of perception is conducted by ethnographic methods and netnographic methods in several target areas of research. The area regions of this research are Soloraya region (subosukowonosraten) as the market potential of a city branding Sukoharjo. This results show : 1) there is a strong influence of the perception of the city image on overall value; 2) there is the strong influence of overall value on the intention to recommend and intention to visitbrandbox modelscity branding |
| spellingShingle | Lilik Wahyudi Sarjiyanto Pram Suryanadi Analisis City Branding Kabupaten Sukoharjo Sebagai Kota Jamu: Pendekatan Persepsi Brand Box Model Jurnal Manajemen Dan Kewirausahaan brandbox models city branding |
| title | Analisis City Branding Kabupaten Sukoharjo Sebagai Kota Jamu: Pendekatan Persepsi Brand Box Model |
| title_full | Analisis City Branding Kabupaten Sukoharjo Sebagai Kota Jamu: Pendekatan Persepsi Brand Box Model |
| title_fullStr | Analisis City Branding Kabupaten Sukoharjo Sebagai Kota Jamu: Pendekatan Persepsi Brand Box Model |
| title_full_unstemmed | Analisis City Branding Kabupaten Sukoharjo Sebagai Kota Jamu: Pendekatan Persepsi Brand Box Model |
| title_short | Analisis City Branding Kabupaten Sukoharjo Sebagai Kota Jamu: Pendekatan Persepsi Brand Box Model |
| title_sort | analisis city branding kabupaten sukoharjo sebagai kota jamu pendekatan persepsi brand box model |
| topic | brandbox models city branding |
| work_keys_str_mv | AT lilikwahyudi analisiscitybrandingkabupatensukoharjosebagaikotajamupendekatanpersepsibrandboxmodel AT sarjiyanto analisiscitybrandingkabupatensukoharjosebagaikotajamupendekatanpersepsibrandboxmodel AT pramsuryanadi analisiscitybrandingkabupatensukoharjosebagaikotajamupendekatanpersepsibrandboxmodel |