DAMAYANTI, RETNO (2020) STRATEGI BRANDING DINAS PERDAGANGAN KABUPATEN BANTUL DALAM UPAYA PENGEMBANGAN PASAR SENI GABUSAN (PSG). Bachelor thesis, Universitas Ahmad Dahlan.
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Abstract
Gabusan Art Market is an Art Market that sells handicraft products from craftsmen in
Bantul Regency and buildings that have been uniquely designed and equipped with facilities to
study art. Art Market that has been designed in such a unique way and equipped with supporting
facilities is currently very quiet condition of visitors and has begun to be maintained. Gabusan
Art Market is currently handed over to the Bantul Regency Trade Office to be managed and
revived. The existence of this Art Market has many benefits for the people of Bantul Regency, the
majority of which are craftsmen. At present the condition of the Art Market has been neglected
because it seems unattractive to visit with damaged and not maintained facilities and handicraft
objects that have been worn out.
This research focuses on the branding strategy carried out by the Bantul Regency Trade
Office in an effort to develop the Art Market again. The branding strategy carried out has the
main goal of being known to the wider community and having a place in the minds of the
community as well as to attract people to come and enliven the Art Market again, then the
ultimate goal is to conduct a transaction. This research on branding strategy refers to Brand
Communication theory and this research is a qualitative research using descriptive method to
analyze a fact found. The researcher conducted interviews with several informants to obtain the
information needed and made observations to the location of the Gabusan Art Market to see the
conditions directly and observe the media used by the Art Market or the Trade Office in
conducting branding.
The efforts of branding strategies that have been carried out by the Art Market and the
Trade Office of Bantul Regency are still not optimal because there are several aspects of
branding strategies that are not carried out optimally and have not even been done at all. So that
the current condition of the Art Market is still empty of visitors and the public is still not
interested to come even many people who do not know about information from the Gabusan Art
Market.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Subjects: | H Social Sciences > HJ Public Finance |
| Divisi / Prodi: | Faculty of Letters (Fakultas Sastra) > S1-ilmu komunikasi |
| Depositing User: | publikasi uad |
| Date Deposited: | 07 Mar 2020 02:06 |
| Last Modified: | 07 Mar 2020 02:06 |
| URI: | http://eprints.uad.ac.id/id/eprint/17629 |
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