Strategi Penjenamaan Kota Sebagai Instrumen Pelestarian Warisan Budaya dan Identitas Lokal (Studi Kasus Kabupaten Ponorogo Dan Kesenian Reog)

Firmansyah, Aziz (2026) Strategi Penjenamaan Kota Sebagai Instrumen Pelestarian Warisan Budaya dan Identitas Lokal (Studi Kasus Kabupaten Ponorogo Dan Kesenian Reog). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kabupaten Ponorogo dikenal sebagai daerah asal Kesenian Reog yang menjadi simbol identitas budaya masyarakatnya. Namun, di tengah arus globalisasi dan meningkatnya komodifikasi budaya, keberlanjutan nilai dan praktik budaya Reog menghadapi tantangan serius yang mengancam identitas lokal. Penelitian ini bertujuan merumuskan strategi penjenamaan kota yang mampu menyeimbangkan pelestarian warisan budaya dengan penguatan citra lokal melalui integrasi warisan budaya ke dalam narasi penjenamaan kota. Dengan menggunakan pendekatan kualitatif berlogika abduktif, penelitian ini menggabungkan analisis teoritis dan empiris melalui wawancara, observasi lapangan, serta telaah dokumen kebijakan. Analisis konten digunakan untuk menafsirkan temuan, sedangkan analisis SWOT digunakan untuk merumuskan strategi penjenamaan berbasis budaya. Hasil penelitian menunjukkan bahwa pelestarian Reog masih bersifat parsial dan berorientasi pada visibilitas temporal, sementara kolaborasi antarpemangku kepentingan belum optimal. Berdasarkan temuan tersebut, disusun lima arah strategi utama: menjadikan ruang kota sebagai artefak budaya, diversifikasi pendekatan penjenamaan, penguatan tata kelola kolaboratif, pemberdayaan komunitas lokal, serta penguatan regulasi pelestarian budaya. Penelitian ini menunjukkan bahwa praktik penjenamaan kota dapat berfungsi sebagai instrumen intervensi strategis yang menjembatani pelestarian warisan budaya dan pembangunan tanpa mengaburkan makna budaya yang telah mengakar kedalam sejarah dan sosial masyarakat lokal.
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Ponorogo Regency is known as the homeland of Reog, a traditional performing art that serves as a symbol of the community’s cultural identity. However, amid the currents of globalization and the increasing commodification of culture, the sustainability of Reog’s cultural values and practices faces serious challenges that threaten local identity This study aims to formulate a city branding strategy that positions cultural heritage as a foundation for shaping and reinforcing the local identity of Ponorogo by integrating it into the city branding narrative. Using a qualitative approach with abductive reasoning, this research combines theoretical and empirical analyses through interviews, field observations, and reviews of policy documents. Content analysis was employed to interpret the findings, while SWOT analysis was utilized to formulate a culture-based city branding strategy. The results indicate that Reog preservation efforts remain partial and focused on temporary visibility, while collaboration among stakeholders has yet to be optimized. Based on these findings, five main strategic directions were developed: positioning urban spaces as cultural artifacts, diversifying branding approaches, strengthening collaborative governance, empowering local communities, and reinforcing cultural preservation regulations. This study demonstrates that city branding practices can function as a strategic intervention instrument that bridges cultural heritage preservation and development without obscuring the cultural meanings deeply rooted in the social and historical context of the local community.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Penjenamaan Kota, Perencanaan Wilayah dan Kota, Pelestarian Warisan Budaya, Kota dan Budaya, Identitas Lokal, City Branding, Urban and Regional Planning, Cultural Heritage Preservation, City and Culture, Local Identity.
Subjects:	H Social Sciences > HT Communities. Classes. Races H Social Sciences > HT Communities. Classes. Races > HT133 City and Towns. Land use,urban
Divisions:	Faculty of Civil, Planning, and Geo Engineering (CIVPLAN) > Regional & Urban Planning > 35201-(S1) Undergraduate Thesis
Depositing User:	Aziz Raditya Firmansyah
Date Deposited:	28 Jan 2026 07:39
Last Modified:	28 Jan 2026 07:39
URI:	http://repository.its.ac.id/id/eprint/130519

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