Abstract
Islamic Center Masjid Raya Hubbul Wathan is the largest mosque and a religious tourism center in West Nusa Tenggara. This study examines the brand positioning strategy implemented by this mosque, which functions as both a grand mosque and a spiritual tourism center. This study uses a qualitative method with a case study approach. Data were collected by interview, observation, and documentation and tested by sources and techniques triangulation. The results show that this mosque, as the grand mosque, has numerous qualified national and international imams, magnificent and comprehensive congregational prayer facilities, and varied and high-quality Islamic studies as its differentiation. While in the category of religious tourism center, this mosque has the unique building architecture and Menara 99 icon as its main advantages. The results of this study can be a reference in the development of tourism mosques that are nowadays increasing in Indonesia.
Highlights
Abstrak: Islamic Center Masjid Raya Hubbul Wathan adalah masjid terbesar di pulau Lombok yang dikenal luas sebagai pusat wisata religi di Indonesia, khususnya Nusa Tenggara Barat
In 2019 Lombok emerged as the world's best halal tourist destination in the Global Muslim Travel Index (GMTI) 2019, outperforming 130 other world destinations
Researchers promised similarities from the frame of reference: a grand mosque and an Islamic centre and a centre for halal tourist destinations.2425 a) Islamic Center Hubbul Wathan Grand Mosque as a functioning Grand Mosque as well as Islamic Center As for mapping the equation, according to his research entitled "Differences in The Function and Use of Mosques in Islamic Centers in Indonesia," there are at least eight aspects including Islamic religious worship activities, education, and teaching that are accommodated by landfill/madrasah, social worship in the form of the delivery of zakat, waqaf, and sadaqah, the commemoration of Islamic holidays, communication facilities in the state of provision of meeting hall facilities/convention halls, as well as economic activities in the form of mosque cooperatives
Summary
Positioning is the act of designing a company's contribution and image to gain a special place in the target market's minds. The goal is to find a brand in the minds of consumers to maximize the potential for profits for the company. Good brand positioning helps guide marketing strategies by clarifying the brand's essence, identifying goals that can help consumers achieve, and demonstrating how they perform in unique ways. Brand positioning is used to demonstrate the superiority of one brand and its differences from other competitors. According to Philip Kotler and Kevin Lane Keller in their book Marketing Management, brand positioning is a way used to design the offer and image of an organization compared to its competitors, occupying a distinctive position in the minds of customers. Brand 89 positioning is a way that is used to demonstrate the superiority of a brand and its difference from other competitors. Indicators of the point of difference's success would be increased customer benefit and brand loyalty
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