STRATEGI DIGITAL BRANDING MELALUI WEBSITE GUNA MENUMBUHKAN BRAND AWARENESS MUSEUM SONOBUDOYO YOGYAKARTA

Abstract

Abstrak

            Penelitian ini bertujuan untuk menganalisis, mendeskripsikan serta pengembangan strategi digital branding melalui website Museum Sonobudoyo guna menumbuhkan brand awareness di masyarakat. Penelitian yang dilaksanakan di Museum Sonobudoyo Yogyakarta ini menggunakan pendekatan deskriptif kualitatif. Dalam penelitian ini pengumpulan sumber data didasarkan pada teknik purposive sampling yang telah ditentukan kriteria informannya berdasarkan peranannya. Informan dalam penelitian ini berjumlah sembilan orang yang terdiri dari Pejabat Struktural, Tim Teknis dan Tim Pengelola Branding Museum Sonobudoyo Yogyakarta. Teknik pengumpulan data dalam penelitian ini menggunakan observasi, wawancara dan dokumentasi serta analisis data interaktif model Miles & Huberman. Hasil penelitian ini menunjukan 1) Strategi digital branding yang dilakukan oleh Museum Sonobudoyo Yogyakarta melalui website guna menumbuhkan brand awareness dilaksanakan dengan memperhatikan indikator pembentuk digital branding, diantaranya: a) Aksesibilitas, b) Interaktivitas, c) Hiburan, d) Kepercayaan, e) Gangguan, dan f) Informatif. Implementasi strategi digital branding Museum Sonobudoyo melalui website memperhatikan aspek eksternal lembaga, seperti segmentasi pasar dan program komunikasi publik. Selain itu, penggunaan website sebagai alternative digital branding di Museum Sonobudoyo dilaksanakan secara optimal dengan menghadirkan keinformatifan pesan yang kemudian dijadikan sebagai media penyebaran informasi tentang Museum Sonobudoyo; dan 2) Pengembangan strategi dalam mengimplementasikan program digital branding di Museum Sonobudoyo dilaksanakan dengan menentukan a) Peta jalan sebagai pertunjukan pelaksanaan program, b) Penyusunan program kerja, c) Penentuan upaya strategis, dan d) Mengelola informasi.

Kata Kunci : Digital Branding, Website, Brand Awareness.

Abstract

            This study aims to analyze and describe the digital branding strategy of the through the Sonobudoyo Museum website in order to grow brand awareness in the community. The research, which was conducted at the Sonobudoyo Museum, Yogyakarta, used a qualitative descriptive approach. In this study, the data source collection was based on a purposive sampling technique which had determined the criteria for the informants based on their roles. There were nine informants in this study consisting of Structural Officials, Technical Teams and Branding Management Teams at the Sonobudoyo Museum, Yogyakarta. Data collection techniques in this study used observations, interviews and documentation as well as interactive data analysis using the Miles & Huberman model. The results of this study show 1) The digital branding strategy carried out by the Sonobudoyo Yogyakarta Museum through the website to grow brand awareness is carried out by taking into account the indicators that form digital branding, including: a) Accessibility, b) Interactivity, c) Entertainment, d) Trust, e) Distraction, and f) Informative. The implementation of the Sonobudoyo Museum's digital branding strategy through the website takes into account external aspects of the institution, such as market segmentation and public communication programs. In addition, the use of the website as an alternative digital branding at the Sonobudoyo Museum is carried out optimally by presenting informative messages which are then used as a medium for disseminating information about the Sonobudoyo Museum; and 2) Strategy development in implementing the digital branding program at the Sonobudoyo Museum is carried out by determining a) Roadmap as a guide for program implementation, b) Preparation of work programs, c) Determining strategic efforts, and d) Managing information.

Key Words : Digital Branding, Website, Brand Awareness