DAFTAR ISI

BAB

Halaman

HALAMAN JUDUL ..................................................................................................... i

LEMBAR PENGESAHAN PEMBIMBING ................................................................... ii
LEMBAR PENGESAHAN UJIAN SKRIPSI ................................................................ iii
LEMBAR PERNYATAAN ......................................................................................... iv
LEMBAR PERSEMBAHAN ........................................................................................ v
ABSTRAKSI ............................................................................................................... vi
ABSTRACT ................................................................................................................ vii
KATA PENGANTAR .................................................................................................. viii
DAFTAR ISI ............................................................................................................... x
DAFTAR DIAGRAM ................................................................................................... xiii
DAFTAR GAMBAR .................................................................................................... xiv
DAFTAR TABEL ........................................................................................................ xv
DAFTAR LAMPIRAN ................................................................................................. xvi
BAB I PENDAHULUAN
1.1 Latar Belakang ..................................................................................................... 1
1.2 Rumusan Masalah ............................................................................................... 12
1.3 Tujuan Penelitian ................................................................................................. 13
1.4 Manfaat Penelitian ............................................................................................... 13
1.4.1 Manfaat Akademis ................................................................................... 13
1.4.2 Manfaat Praktis ........................................................................................ 13
1.4.3 Manfaat Penelitian Lanjutan ..................................................................... 14
BAB II TINJAUAN PUSTAKA
2.1 Konsep Pemasaran.............................................................................................. 15
2.1.1 Definisi Strategi Pemasaran ..................................................................... 15
2.1.2 Pemerintahan dan Pemasaran ................................................................. 16
2.2 Konsep Diferensiasi melaui Brand ....................................................................... 21
2.2.1 Definisi Brand........................................................................................... 24
2.2.2 Brand Essence......................................................................................... 27
2.2.3 Brand Personality ..................................................................................... 28
2.2.4 Brand Element ......................................................................................... 30
2.3 Brand Positioning ................................................................................................. 30

2.4 Brand Image ........................................................................................................ 32

2.4.1 Brand Association .................................................................................... 33
2.4.2 Brand Strategy ......................................................................................... 34
2.4.3 Brand Experience..................................................................................... 34
2.4.4 Brand Awareness ..................................................................................... 35
2.4.5 Brand Equity ............................................................................................ 36
2.5 Konsep City Branding .......................................................................................... 37
2.5.1 Definisi Strategi City Marketing ................................................................ 37
2.5.2 Definisi City Branding ............................................................................... 42
2.5.3 Branding Inward ....................................................................................... 45
2.5.4 Branding Outward .................................................................................... 46
2.5.3 Teknik Branding ....................................................................................... 48
2.6 Bauran Pemasaran Kota ...................................................................................... 59
2.6.1 Definisi Bauran Pemasaran Kota ............................................................. 59
2.7 Studi Pendahulu ................................................................................................... 63
2.8 Kerangka Pemikiran ............................................................................................. 68
BAB III METODE PENELITIAN
3.1 Jenis Penelitian .................................................................................................... 69
3.2 Fokus Penelitian .................................................................................................. 71
3.3 Lokasi Penelitian .................................................................................................. 72
3.4 Metode Pengumpulan Data.................................................................................. 73
3.4.1 Jenis Data ................................................................................................ 73
3.4.2 Teknik Pengumpulan Data ....................................................................... 76
3.4.3 Instrumen Penelitian ................................................................................ 78
3.5 Teknik Analisis Data............................................................................................. 81
3.6 Keabsahan Data .................................................................................................. 84
BAB IV HASIL DAN PEMBAHASAN
4.1 Gambaran Umum Kota Batu ................................................................................ 87
4.1.1 Asal mula/ nilai historis kota Batu ............................................................. 87
4.1.2 Letak Geografis kota Batu ........................................................................ 90
4.1.3 Sejarah Pemerintahan kota Batu.............................................................. 92
4.1.4 Visi-Misi Kota Batu ................................................................................... 95
4.2 Gambaran Umum Dinas Pariwisata dan Kebudayaan Kota Batu ......................... 98

4.2.1 Visi-Misi Dinas Pariwisata dan Kebudayaan Kota Batu ............................ 98

4.2.2 Sususnan Organisasi Dinas Pariwisata dan Kebudayaan Kota Batu ........ 100
4.2.3 Penjabaran Tugas Pokok dan Fungsi....................................................... 101
4.3 Penyajian Data berdasar Fokus Penelitian ........................................................... 106
4.3.1 Proses penyusunan strategi City branding wisata pada kota Batu, yang
dilakukan oleh Dinas Pariwisata dan Kebudayaan kota Batu ................... 106
4.3.2 Proses penyusunan strategi City Marketing yang dilakukan oleh Dinas
Pariwisata dan Kebudayaan untuk pengaplikasian brand kota wisata
Batu ......................................................................................................... 109
4.3.3 Implementasi dari strategi city marketing, yang dilakukan Dinas Pariwisata
dan Kebudayaan di bidang city branding untuk mencapai sebuah Competitive
Identity kota wisata Batu .......................................................................... 112
4.3.4 Tanggapan masyarakat terhadap city branding kota Batu sebagai kota
wisata yang dilakukan oleh Dinas Pariwisata dan Kebudayaan
kota Batu ................................................................................................. 114
4.4 Pembahasan Berdasar Fokus Penelitian .............................................................
4.4.1 Proses penyusunan strategi City Branding wisata pada kota Batu, yang
dilakukan oleh Dinas Pariwisata dan Kebudayaan kota Batu ................... 115
4.4.2 Proses penyusunan strategi City Marketing yang dilakukan oleh Dinas
Pariwisata kota Batu untuk pengaplikasian brand kota wisata Batu ......... 139
4.4.3 Implementasi dari strategi city marketing, yang dilakukan Dinas Pariwisata
di bidang city branding untuk mencapai sebuah Competitive Identity kota
wisata Batu .............................................................................................. 151
4.4.4 Tanggapan masyarakat terhadap city branding kota Batu sebagai kota
wisata yang dilakukan oleh Dinas Pariwisata ........................................... 157
BAB V PENUTUP
5.1 Kesimpulan .......................................................................................................... 160
5.2 Saran ................................................................................................................... 162
DAFTAR PUSTAKA ................................................................................................... 164
LAMPIRAN
Lampiran 1 Data Responden ..................................................................................... 169
Lampiran 2 Wawancara Informan Utama ................................................................... 169
Wawancara Informan Sekunder ................................................................................. 171