Bagaimana Mengukur Efektifitas Co-Branding Wonderful Indonesia: Studi Konseptual
DOI:
https://doi.org/10.47608/jki.v14i12020.21-37Keywords:
Co-branding, Wonderful Indonesia, PariwisataAbstract
Kementerian Pariwisata, melalui program Wonderful Indonesia (WI), memutuskan untuk menggunakan peningkatan Country Brand Ranking (edisi pariwisata) pada 2015 sebagai momentum untuk menerbitkan kebijakan co-branding. Sekarang, kolaborasi ini telah melibatkan 172 mitra dari 14 kategori perusahaan. Seharusnya, kolaborasi ini dapat meningkatkan ekuitas merek WI dan berdampak pada perluasan jangkauan pasar, peningkatan kesadaran, dan menunjukkan citra merek yang lebih positif. Namun, peringkat merek WI terus kalah dari pesaing utamanya. Oleh karena itu perlu dilakukan langkah evaluatif terkait efektivitas kerja sama co-branding. Penelitian ini menggunakan pendekatan deskriptif kualitatif dan yang secara konseptual mengungkapkan beberapa pilihan metode dalam mengukur efektivitas co-branding WI dari perspektif wisatawan. Hasil penelitian ini menemukan bahwa pilihan kesadaran merek, citra merek, sikap terhadap merek, niat beli, dan kekuatan elemen pembentuk co-branding dapat menjadi alat ukur untuk menentukan sejauh mana kolaborasi ini dianggap efektif.Downloads
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