Level of Local Community Brand Awareness of Samosir Tourism

Nur Cahaya Bangun,Ilham Mirzaya Putra,Jhonson Pardosi

doi:10.31940/ijaste.v5i2.121-130

Abstract

This study aims to: (1) determine the level of local community brand awareness of the brand "Negeri Indah Kepingan Surga" in Samosir Regency, and (2) know the local community's perception of the branding "Negeri Indah Kepingan Surga" in Samosir Regency. Methods of data collection through questionnaires and interviews. Data analysis was carried out in descriptive quantitative with a Likert scale and qualitative. In order for qualitative research to be better, member checks and group discussion forums were then carried out. The sample in this study amounted to 96 people, while the informants amounted to 9 people. The results of this study are: (1) the level of brand awareness of the local community towards the brand "Negeri Indah Kepingan Surga" in Samosir Regency is at the brand recall level, and (2) There has not been any unified perception among the local community on the brand "Negeri Indah Kepingan Surga". in Samosir Regency. Some of the ways that must be done in order to achieve brand awareness of local community. The local community's perception of the tourism brand in Samosir Regency is still varied, although it has a positive tone.

Highlights

Branding is the process of interacting symbols which are manifested in the form of language, sound, gesture, and visualization to construct a meaning which becomes the identity or characteristic of an object be it an individual, product, or institution (Susan, 2009)
The level of brand awareness of the local community towards the tourism brand in Samosir Regency is at the level of brand awareness or being able to recognize branding without a certain stimulus
As one of the stakeholders who is in direct contact with tourists, ideally the local community's brand awareness should be at the top of mind level

Summary

Introduction

Branding is the process of interacting symbols which are manifested in the form of language, sound (intonation), gesture, and visualization to construct a meaning which becomes the identity or characteristic of an object be it an individual, product, or institution (Susan, 2009). Branding strategies are used to support the existence of a product or service in order to keep progressing and developing. Negeri Indah Kepingan Surga means that Samosir has a special beauty that is said to be like a piece of heaven such as natural beauty, cultural uniqueness and the hospitality of the local community. This was done to support the vision of Samosir Regency which is to become an innovative environmental tourism destination by relying on tourist objects in Samosir (Manullang, 2015)

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Conclusion