Pengaruh Taxi Branding Kebun Binatang Gembira Loka Yogyakarta terhadap Target Konsumen:(Studi tentang Pengaruh Program Taxi Branding Kebun Binatang Gembira Loka terhadap Target Konsumen dari Masyaraka

Bunga Trishana Purnama Ratri, Muhammad Sulhan

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT Gembira Loka Zoo has been an icon of tourism for family in Yogyakarta. Since the beginning, this place has been able to attract society’s attention. However, along with the time and advances, once Gembira Loka Zoo had fewer visitors. Since no effort to keep this zoo survive, such as environment treatment, animal collection addition, and good management, had made this family zoo left by its loyal visitors. Fortunately, the owner’s new management from foundation into company has shown changes in the management team of Gembira Loka Zoo, especially in the marketing strategy and better image change as a zoo. One of the real actions was the use of taxi branding which became a new communication strategy in the management as a concept in image change by performing the animal collection pictures of Gembira Loka Zoo. This program is considered as one of the programs able to attract the visitors in visiting Gembira Loka Zoo Yogyakarta. In this quantitative research, how the taxi branding program affected the behaviours of the visitors of Gembira Loka Zoo Yogyakarta became the main question to answer. There are three concepts – cognitive, affective, and conative – to be considered in order to find out the influence of advertising program in the consumers’ mind after exposed by the advertisement. In answering the main question, the researcher used a questionairre and an interview as data gathering techniques, in which was the data from the questionnaire was then processed by using SPSS. The result of the data gathering showed that each aspect had different behavioral influences on the consumers, depending on how much the taxi branding program had truly affected the consumers’ mind about the Gembira Loka Zoo’s existence. Keywords : Taxi Branding, Cognitive, Affective, Conative, Quantitative Research

Kata Kunci : Sektor Pariwisata