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PLACE BRAND EXPERIENCE WISATAWAN MALIOBORO TERHADAP CITY BRANDING DIY “JOGJA ISTIMEWA” (Studi Kualitatif Pada Pengalaman

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PLACE BRAND EXPERIENCE WISATAWAN MALIOBORO TERHADAP CITY BRANDING DIY “JOGJA ISTIMEWA” (Studi Kualitatif Pada Pengalaman PLACE BRAND EXPERIENCE WISATAWAN MALIOBORO TERHADAP CITY BRANDING DIY “JOGJA ISTIMEWA” (Studi Kualitatif Pada Pengalaman Wisatawan Malioboro) SKRIPSI Diajukan untuk Memenuhi Persyaratan guna Memperoleh Gelar Sarjana Ilmu Komunikasi pada Fakultas Psikologi dan Ilmu Sosial Budaya Universitas Islam Indonesia Oleh WAHIDA SARI PANGESTU 13321056 Program Studi Ilmu Komunikasi Fakultas Psikologi dan Ilmu Sosial Budaya Universitas Islam Indonesia Yogyakarta 2018 i ii iii iv MOTTO “Sesungguhnya Allah tidak merubah keadaan suatu kaum sehingga mereka merubah keadaan yang ada pada diri mereka sendiri” (Qs. Ar Ra’d : 11) “You Think if You Think You Can” PERSEMBAHAN Karya ini saya persembahkan kepada : Mama, Bapak, dan Kedua adik saya v KATA PENGANTAR Assalamu’alaikum Wr.Wb Alhamdulilahirabbil’alamiin, Puji syukur penulis panjatkan kehadirat Allah SWT atas limpahan Rahmad dan Karunia-Nya, sehingga penulis dapat menyelesaikan skripsi dengan judul “Place brand experience wisatawan Malioboro terkait city branding DIY “jogja istimewa” (Study kualitatif pada pengalaman wisatawan Malioboro). Shalawat serta salam tidak lupa penulis panjatkan Kepada junjungan kita Nabi Muhammad SAW, beserta keluarga dan para sahabatnya yang selalu berjuang untuk Islam di Jalan Allah SWT. Skripsi ini disusun penulis, guna memenuhi syarat untuk mendapatkan gelar Sarjana (SI) pada jurusan Ilmu Komunikasi, Fakultas Psikologi dan Ilmu Sosial Budaya, Universitas Islam Indonesia. Skripsi ini merupakan penelitian kualitatif pada pengalaman wisatawan yang berkunjung ke Malioboro dimana kaitannya dengan “jogja istimewa”. Penelitian ini peneliti lakukan sebagai salah satu evaluasi dari city branding Daerah Istimewa Yogyakarta “jogja istimewa”. Penyelesaian skripsi ini tidak terlepas dari dukungan dan bantuan dari berbagai pihak. Penulis ingin menyampaikan terima kasih yang sebesar-besarnya kepada semua pihak yang membantu dalam bentuk material maupun non material hingga skripsi ini dapat terselesaikan. Terutama, Allah SWT yang telah memberikan limpahan Rahmad, kesehatan, dan restu pada penulis, sehingga skripsi ini dapat terselesaikan dengan baik. Terima kasih juga penulis ucapkan kepada : 1. Bapak Muzayin Nazaruddin, S.Sos., M.A selaku Dosen Pembimbing yang sudah banyak membimbing dan membantu peneliti dalam menyelesaikan skripsi ini. Beliau juga selaku Kepala Program Studi Ilmu Komunikasi vi (Kaprodi) Universitas Islam Indonesia, yang telah memberikan kesempatan pada peneliti untuk dapat mengambil skripsi sebagai tugas akhir. 2. Orang tua tercinta. Mama dan bapak yang selalu memberikan doa, motivasi yang besar dan segala dukungannya dalam bentuk material maupun non material sehingga penulis dapat menyelesaikan skripsi ini. 3. Widi Nanda dan Mahfanda Aldin, my two little rascals yang selalu memberikan motivasi untuk penulis agar cepat menyelesaikan skripsi ini. 4. Sahabat – sahabat Oh Family, Ficheng, Aching, Emen, Ipit, Ndune, yang selalu menghibur penulis di saat sedih dan selalu memberi semangat di saat terpuruk. Dan tentunya sahabat yang selalu nannyain kapan sidang Farahdila, makasih. 5. Teman – teman seperjuangan “Ceweknya Dia” group penulis untuk mencapai gelar Strata Satu (S1), Dwi Gayatri, Tiara Ella, Fatimah Zahrah, Yayank Srikandi, Hyelena Tiara, Almira Nabila, Romlatun Nahdiyah, dan seluruh keluarga besar Ilmu Komunikasi 2013. 6. Seluruh pihak yang telah bersedia membantu, mendoakan, dan mendukung penulis dalam segala hal yang tidak dapat disebutkan satu persatu. Penulis menyadari dalam pembuatan skripsi ini memiliki banyak rintangan, tetapi alhamdulilah dapat terselesaikan dengan baik. Selain itu penulis juga menyadari, skripsi ini masih jauh dari kesempurnaan, sehingga dibutuhkan kritik dan saran yang bersifat membangun dari semua pihak untuk menyempurnakan skripsi ini. Wassalamu’alaikum wr.wb. Yogyakarta, 23 Januari 2018 Penulis, (Wahida Sari Pangestu) vii DAFTAR ISI HALAMAN JUDUL..........................................................................................i HALAMAN PERSETUJUAN.........................................................................ii HALAMAN PENGESAHAN..........................................................................iii PERNYATAAN AKADEMIK........................................................................iv HALAMAN MOTTO DAN PERSEMBAHAN..............................................v KATA PENGANTAR......................................................................................vi DAFTAR ISI...................................................................................................viii DAFTAR TABEL............................................................................................xi ABSTRAK........................................................................................................xii ABSTRACT.......................................................................................................xiii BAB I PENDAHULUAN...................................................................................1 A. Latar Belakang....................................................................................1 B. Rumusan Masalah....................... ......................................................6 C. Tujuan Penelitian................................................................................7 D. Manfaat Penelitian..............................................................................7 E. Tinjauan Pustaka.................................................................................8 1. Penelitian Terdahulu.....................................................................8 2. Kerangka Pemikiran....................................................................11 a. Place Brand Experience........................................................11 b. City Branding........................................................................15 F. Metode Penelitian..............................................................................18 1. Jenis dan Pendekatan...................................................................19 2. Waktu dan Lokasi Penelitian.......................................................19 viii 3. Narasumber dan Informan Penelitian..........................................20 4. Pengumpulan data........................................................................20 5. Analisis data.................................................................................22 BAB II GAMBARAN UMUM .........................................................................23 A. Wisatawan Daerah Istimewa Yogyakarta.................................................23 B. Daerah Istimewa Yogyakarta....................................................................26 1. Gambaran Umum Daerah Istimewa Yogyakarta................................26 2. City Branding DIY.............................................................................30 C. Gambaran Umum Malioboro....................................................................32 BAB III TEMUAN PENELITIAN...................................................................39 A. Persepsi Wisatawan Malioboro Terkait “jogja istimewa”.........................40 1. Faktor-Faktor Yang Membentuk Persepsi dan Perilaku.....................40 2. Lokasi Iconic di Yogyakarta dan Lokasi Favorit Wisatawan............55 3. Yogyakarta Menurut Wisatawan........................................................59 4. Istimewa di Mata Wisatawan..............................................................65 5. Peluang dan Ancaman Bagi Jogja Istimewa.......................................69 B. Pendapat Wisatawan Malioboro terkait Kunjungannya ke Malioboro.....77 1. Persepsi, perilaku, dan lokasi favorit..................................................77 2. Ancaman dan Peluang Malioboro.......................................................90 BAB IV PEMBAHASAN...................................................................................98 A. Place Brand Experience Wisatawan Malioboro Terkait City Branding “Jogja Istimewa”..................................................98 B. City Branding “jogja istimewa................................................................108 1. Pengalaman Wisatawan Terhadap “jogja istimewa”........................114 2. Pengalaman Wisatawan Malioboro Terkait “jogja istimewa”.........135 ix BAB V PENUTUP............................................................................................148 A. Kesimpulan..............................................................................................147 B. Keterbatasan Penelitian...........................................................................150 C. Saran........................................................................................................150 DAFTAR PUSTAKA.......................................................................................153 LAMPIRAN x DAFTAR TABEL Tabel 2.1: Pertumbuhan kunjungan wisatawan DIY 2011 – 2015 .................24 Tabel 2.2: Data sensus penduduk DIY 2010...................................................26 Tabel 3.1: Data Narasumber....................................................................... ....39 Tabel 3.2: Faktor jenis kelamin mempengaruhi persepsi dan perilaku..... .....41 Tabel 3.3: Faktor usia mempegaruhi lokasi wisata favorit.............................44 Tabel 3.4: Faktor pekerjaan mempengaruhi persepsi dan perilaku.................46 Tabel 3.5: Faktor ketertarikan personal mempengaruhi persepsi dan perilaku......................................................................48
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