Implementasi strategi brand activation Jakarta Good Guide sebagai bentuk brand communication di masa pandemi melalui kegiatan tur virtual

Larasita, Kartika Desma (2021) Implementasi strategi brand activation Jakarta Good Guide sebagai bentuk brand communication di masa pandemi melalui kegiatan tur virtual. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Masa pandemi membuat semua aktifitas di ibukota menjadi terpuruk termasuk di dalamnya sektor pariwisata .(Detik.com, 2020). Salah satu aktifitas wisata yang juga terhenti yaitu ‘walking tour’ dengan beragam rute keliling kota Jakarta bersama Jakarta Good Guide. Tur operator ini kemudian berinovasi dengan mengadakan tur virtual. Penelitian ini akan menganalisis bagaimana sebuah tur virtual yang hadir di masa pandemi ini menjadi implementasi dari brand activation bagi Jakarta Good Guide sebagai penyedia jasa wisata. Metode yang digunakan dalam penelitian adalah studi deskriptif kualitatif yang mengandalkan wawancara ( indepth interview), observasi lapangan, studi kepustakaan dan studi dokumentasi sebagai teknik pengumplan data. . Penulis menemukan bahwa implementasi brand activation dari kegiatan tur virtual oleh JGG menunjang kegiatan branding Jakarta Good Guide selama masa pandemi. Walapun hanya fokus pada metode pull communication , ini tetap bisa berdampak kepada meningkatkan brand awareness konsumen. Penulis menyarankan agar tur virtual ini bisa lebih dikembangkan sebagai alat pemasaran dan brand communication berkelanjutan dimasa mendatang./ The pandemic era made all activities in the capital slumped, including the tourism sector. (Detik.com, 2020). One of the tourist activities that has also stopped is the 'walking tour' with various routes around the city of Jakarta with the Jakarta Good Guide. This tour operator then innovates with a virtual tour. This study will analyze how a virtual tour that is present during this pandemic becomes the implementation of brand activation for the Jakarta Good Guide as a tourism service provider. The method used in the research is a qualitative descriptive study that relies on in-depth interviews, field observations , literature review and documentation studies as data collection techniques. The author found that the implementation of virtual tour activities by JGG supported the Jakarta Good Guide branding activities during the pandemic. Even though it only focuses on the pull communication method, this can still have an impact on increasing consumer brand awareness. The author suggests that this virtual tour can be further developed as a marketing tool and sustainable brand communication in the future.

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