Integrasi Model Bisnis Berkelanjutan, Elemen Branding dan Instagram Marketing untuk Penguatan Pemasaran Kampung Wisata Sejarah Peneleh Surabaya

Ramadhan, Dendy (2021) Integrasi Model Bisnis Berkelanjutan, Elemen Branding dan Instagram Marketing untuk Penguatan Pemasaran Kampung Wisata Sejarah Peneleh Surabaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kampung wisata sejarah Peneleh terletak di Kota Surabaya yang memiliki sekitar 7 titik lokasi wisata bersejarah. Diantaranya terdiri dari rumah H.O.S Tjokroaminoto, makam Belanda Peneleh, toko buku Peneleh, masjid Peneleh, sumur jobong majapahit, rumah kelahiran bung Karno dan rumah kelahiran Roeslan Abdulgani. Akan tetapi kampung wisata sejarah Peneleh tidak memiliki model bisnis yang terintegrasi dengan baik dan berkelanjutan, terlebih lagi di kampung wisata sejarah Peneleh tidak memiliki elemen place branding dan mengakibatkan masyarakat Surabaya tidak mengetahui keberadaan kampung wisata sejarah Peneleh. Dari semua permasalahan yang ditemukan diperlukan rancangan model bisnis berkelanjutan sebagai suatu sistem berjalannya wisata sejarah di kampung Peneleh, lalu elemen place branding sebagai estetika dan identitas visual untuk kampung wisata sejarah Peneleh dan terakhir yakni distribusi pemasaran melalui Instagram marketing sebagai media penetrasi pengenalan wisata sejarah di kampung Peneleh. Proses teknis perancangan tiga aspek tersebut dimulai dengan observasi dan identifikasi karakteristik kampung wisata sejarah Peneleh melalui wawancara dengan sosok yang bertanggung jawab dan mengerti tentang Peneleh.
Proses selanjutnya yakni menganalisis sustainable business model canvas eksisting untuk mengetahui kelemahan dan potensi dari kampung Peneleh, lalu konsep desain yang berporos pada karakteristik kampung Peneleh yakni culture, heritage, dan minimalism. Hasil dari elemen place branding diantaranya adalah logo, slogan, poster, brosur, peta lokasi wisata, street banner, billboard, promotional video place branding, photobooth dan merchandise. Untuk Instagram menghasilkan milestone atau standart operating procedure agar feed Instagram kampung wisata sejarah
Peneleh linear dengan brand identity yang telah dirancang. Sehingga hasil akhir dari penelitian ini menghasilkan rancangan sustainable business model canvas (usulan), elemen branding dan konsep Instagram marketing untuk kampung wisata sejarah Peneleh.
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The historical tourism village of Peneleh is located in the city of Surabaya which has around 7 points of historical tourist sites. Among them consist of the house of HOS Tjokroaminoto, the Dutch tomb of Peneleh, the Peneleh bookstore, the Peneleh mosque, the jobong majapahit well, the home of Bung Karno's birth and the house of Roeslan Abdulgani's birth. However, Peneleh's historical tourism village does not have a well-integrated and sustainable business model, moreover, Peneleh's historical tourism village does not have a element. place branding and resulted in the people of Surabaya not knowing the existence of the historical tourism village Peneleh. Of all the problems found, it is necessary to design a sustainable business model as a system for running historical tourism in Peneleh village, then the element place branding as aesthetic and visual identity for Peneleh's historical tourism village and finally, marketing distribution through Instagram marketing as a medium for penetrating the introduction of historical
tourism in Peneleh village. The technical process of designing these three aspects begins with the observation and identification of the characteristics of the historical tourism village of Peneleh through interviews with a person who is responsible and understands about Peneleh. The next process is to analyze the sustainable business model canvas existing to find out the weaknesses and potentials of Peneleh village, then the design concept that pivots on the characteristics of Peneleh village, namely culture, heritage, and minimalism. The results of the elements place branding include logos, slogans, posters, brochures, tourist location maps, street banners,
billboards, promotional video place branding, photo booths and merchandise. For Instagram generate milestone or standard operating procedure for feed Instagram
historical tourism village Peneleh linear with brand identity that has been designed. So that the final result of this study produces a sustainable business model canvas
design (proposed),elements branding and the concept of Instagram marketing for the historical tourism village of Peneleh.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Place Branding, Kampung Wisata Sejarah Peneleh, Sustainable Business Models Canvas, Instagram Marketing. Place Branding, The historical tourism village of Peneleh, Sustainable Business Models Canvas, Instagram Marketing.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Dendy Ramadhan
Date Deposited:	03 Mar 2021 05:39
Last Modified:	03 Mar 2021 05:39
URI:	http://repository.its.ac.id/id/eprint/83270

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