Membangun Brand Destination Kampung Rajut Binong Jati Sebagai Tujuan Wisata Belanja Produk Rajutan di Kota Bandung
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Abstract
Abstrak
Kampung Rajut Binong Jati adalah sentra industri produk rajutan terbesar di Kota Bandung, dimana terdapat sekitar 418 pelaku usaha yang terlibat dalam proses produksi dan penjualan berbagai produk rajutan yang dihasilkan. Permasalahan yang terjadi di Kampung Rajut Binong Jati adalah pada pemasaran produknya. Salah satu upaya untuk mengembangkan proses pemasaran yang belum maksimal adalah dengan merancang brand destination Kampung Rajut Binong Jati sebagai tujuan wisata belanja produk rajutan di kota Bandung. Peneltian ini bertujuan untuk merumuskan tahap-tahap pembentukan brand kampung rajut Binong Jati sebagai tujuan wisata belanja di kota Bandung. Metode yang digunakan dalam penelitian ini adalah metode deskriptif kualitatif untuk kemudian dianalisis menggunakan SWOT. Sumber data dalam penelitian ini diperoleh melalui kegiatan wawancara, observasi secara langsung di lapangan dan diperoleh melalui studi literatur terhadap berbagai informasi dan tulisan yang berkaitan dengan variabel yang diteliti. Hasil penelitian merumuskan 5 tahapan dalam membentuk brand Kampung Rajut Binong Jati sebagai tujuan wisata belanja berbagai produk rajutan di kota Bandung
Kata Kunci: Brand Destination, Wisata Belanja, Pemberdayaan Masyarakat
Abstract
Kampung Rajut Binong Jati is the largest knitting product center in the city of Bandung, where there are around 418 businesses involved in the production and sales of various knitted products. The problem in Kampung Rajut Binong Jati is the marketing of its products. One effort to develop a marketing process that has not been maximized is to design a brand destination of Kampung Rajut Binong Jati as a shopping destination for knitted products in the city of Bandung. This research aims to formulate the stages of brand formation Binong Jati knitting village as a shopping destination in the city of Bandung. The method used in this research is a qualitative descriptive method for later analysis using SWOT. Sources of data in this study were obtained through interviews, direct observation in the field and obtained through literature studies of various information and writings related to the variables studied. The results of the study formulated 5 stages in forming the Kampung Rajut Binong Jati brand as a shopping destination for various knitted products in the city of Bandung
Keywords: Brand Destination, Shopping Tourism, Community Empowerment
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