ANALISIS STRATEGI DIGITAL BRANDING RUMAH ATSIRI INDONESIA DI KARANGANYAR JAWA TENGAH

SUSANTI, ALISA (2024) ANALISIS STRATEGI DIGITAL BRANDING RUMAH ATSIRI INDONESIA DI KARANGANYAR JAWA TENGAH. Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

“ANALYSIS OF DIGITAL BRANDING STRATEGY OF RUMAH ATSIRI INDONESIA IN KARANGANYAR, CENTRAL JAVA” ALISA SUSANTI 20240797 This research aims to analyze the digital branding strategy implemented by Rumah Atsiri Indonesia in Karanganyar, Central Java, using the 11P marketing mix theory. This research uses a qualitative research method with a case study approach. Data collection techniques are carried out through observation, interviews and documentation. The research results show that Rumah Atsiri Indonesia implements a fairly comprehensive digital branding strategy, including the 11P digital marketing mix, namely, Product, Price, Place, People, Promotion, Process, Physical Evidence, Packaging, Promise, Programming, Partnership. Based on the results of the analysis, Rumah Atsiri Indonesia's digital branding strategy brands itself as an educational tourism that prioritizes "Aromatic Wellness Destination". Bringing together the world of essential plants with the concept of health and wellness tourism. In this way, Rumah Atsiri is not only a production site, but also an attractive and useful tourist destination for visitors

Item Type:	Thesis (Skripsi (S1))
Uncontrolled Keywords:	Digital Branding, 11P, Tourism
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Social Science and Political Science > Department of Communication Science
Depositing User:	fisip . userfisip
Date Deposited:	08 Aug 2024 07:13
Last Modified:	08 Aug 2024 07:13
URI:	http://eprints.umpo.ac.id/id/eprint/14182

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