Manajemen Branding XT-Square sebagai Perusahaan Daerah Sektor Pariwisata Yogyakarta

Syamsul Mu alim Ridlo, Ely Susanto

2016 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

ABSTRACT The XT-Square is a regional owned enterprises (BUMD) belongs toYogyakarta City Government that is established to optimize the needs Yogyakarta’s tourism market. The first venture capital came from Regional government Budget (APBD) and must carry out activities based on the applicable guidelines. In addition, the XT-Square are required to meet public needs and innovate to meet the demand of the tourism market. XT-Square has to do branding to maintain its presence amid the increasingly fierce tourism industry competition. Currently, the XT-Square is emerging to improve its image as a "Center for Craft, Shopping, Culinary, Stage Art and Exhibition". To find out the branding process that occurs in the XT-Square, the researcher used an indicator created by Kotler. The indicator will analyze identity, management, and brand image of the XT-Square. Research on XT-Square’s branding management as the regional owned enterprises (BUMD) on tourism sector shows that XT-Square is not maximized yet in building its image. It is caused by several factors, such as: the change of Mayor that impacts to political direction displacement, the choked cash flow, less qualified human resources, as well as the selection of commodities traded. So the current state of the XT-Square must make improvements, especially in the internal organization to innovate and make a better forecasting in improving XT-Square branding. Keywords: Branding, XT-Square, Politics, Identity, Existence, Brand Image.

Kata Kunci : Pariwisata -Yogyakarta