MEMBANGUN BRAND AWARENESS BAGI KUYA MARANGGI WATER PARK SEBAGAI

DESTINASI PARIWISATA DI PURWAKARTA

Yuke Henry1, Ulani Yunus2, 3

1
Communication Department, BINUS Graduate Program – Master of Strategic Marketing Communication,
Bina Nusantara University, Jakarta, Indonesia, 11530
2
RIG-Cross Cultural Communication, Bina Nusantara University, Jakarta, Indonesia, 11480
3
Marketing Communication Program, Communication Department, Faculty of Economics &
Communication, Bina Nusantara University, Jakarta, Indonesia, 11480

1
E-mail: yuke.henry@binus.ac.id

Abstract. The purpose of this study was to determine the brand Awareness strategy carried out by
Kuya Maranggi Waterpark. The concept used is branding and Brand Awareness. This research is
used qualitative methods, research that utilized a deed interview method with data collection trough
secondary, primary and engaged with triangulation technique. The results are successful in creating
brand awareness in Purwakarta and parts of West Java. But there still some challenges to performed
this branding strategy, which is expanding and spreading out the information to the region of the
capital city and java even throughout Indonesia.

Key Word: branding,Brand Awareness,kualitatif,deep interview

Pendahuluan

The Head of the Cultural and Tourism Office of West Java province, Ida Hernida, confirmed that
Purwakarta Regency had been experiencing an increase as tourist attraction in the last two years. Therefore,
this region is in the top of three with the highest level of tourist visits in West Java.

" Just a year ago, more than 2 million tourists came to Purwakarta. This is remarkable. Previously
Purwakarta is the second smallest area in West Java," she said. In fact, Purwakarta was only a transit area
for tourists from Jakarta to Bandung. Now, it’s different. Purwakarta become destination as tourist attraction
for the people of Indonesia, and even foreign tourists. Based on Law of the Republic of Indonesia Number
10 of 2009 Regarding tourism, Tourism destination area, hereinafter referred to as Tourism Destination
shall mean the geographical area in one or more administrative regions containing the tourist attractiveness,
public facilities, tourism facilities, accessibility, as well as the community that are correlated and
complementary to each other to materialize the tourism affairs.
In this modern days right now, business development especially in the field of tourism had a rapid growth.
This caused by the increasing interest of the public who need water park attractions to reduce the stale and
tired from work. Based on survey where is conducted by one of the Tour Travel companies namely Bayu
Buana Tour, Tbk. Last year, between 8-8.5 million Indonesian people Traveled overseas, while more than
175 million people traveled in the country. It can be concluded that the majority of the indonesian people
still having a tour in the country. Based on this data, it can be concluded that the potential awareness creates
a high awareness for the Kuya Maranggi waterpark.

Due to increasing of tourist places that are growing every years, thus causing the increasingly tight
competition with direct competitors and indirect competitors

This is fitted with D'Aveni's words in Kartajaya, 2010. Which said, that changes in the business
environment that are fast and very dynamic have forced companies to actively formulate and communicate
the strategies to get resources in achieving competitive advantage. It made marketing of science major get
special attention from every company.

One of the new forms of tourism innovation on Purwakarta area is Kuya Maranggi Water Park. Kuya
Maranggi Water Park is one of the new tourist attractions which was authorized on May 9 2017, by the
Regent of Purwakarta, H. Dedi Mulyadi. Kuya Maranggi Water Park have an area around 5000m2, thus
make this place a very appropriate tourist spot for all ages. The beautiful environment and the abundance
of plants in Kuya Maranggi, its a suitable place to release all the fatigue of the family.

Therefore, Kuya Maranggi Waterpark has carried out any strategy branding for creating the Brand
Awarness. The purpose of this so that Kuya Maranggi Water Park can be reach out and accepted to the all
the people as one of interesting tourist attraction to visit in Purwakarta and it can compete with the others
tourists attraction.

As Aaker said about Brand Awareness is for the ability of a prospective buyer to recognize or to look back
one of brand as part of a product category . While according to Durianto, Sugiarto, Simanjuntak Brand
Awarness is the ability of a prospective buyer to recognize, recall a brand as part of product category. Part
of a product category need to be emphasized because there are having a strong relationship between prouct
categories with the brand that is involved.

There are two forms from Brand Awareness, that’s are Brand Recognition and Brand Recall. Brand
Recognition is an ability for costumers to confirm previous exposure to the brand who are given as a signal.
While Brand Recall is an ability for consumer to look back on brand from memory when given a product
category, the requirement is fulfilled by categories, or the situation of purchased or using a signal. As we
know that Kuya Maranggi Waterpark is the result of Satay Maranggi Brand recognition which has been
established since 1990. Satay Maranggi has been in the position of Brand Recognition, because of it the
brand had shown the ability of the consumen in confirming the exposure of. Satay Maranggi.

Beside of that, Kuya Maranggi Waterpark is one of the Corporates Brands from Satay Maranggi Hj. Yetti.
The Brand Corporates itself is a brand that including all the products or services in business.

Based on the result of the observation, Kuya Maranggi also conducts a Sales Promotion to increased their
income. As of understanding of sales promotion are have a various types of insentive that have increased
the market offer value during the period of time

By considering on the point above, it is considered vital to be examined. The core of the problems that need
to be explored is, any of which branding strategy that is done by Kuya Maranggi Waterpark in increasing
brand awareness as a tourists attractions in Purwakarta.

The purpose of this research is to answer the question: 1) How to implement the Kuya Maranggi Waterpark
Branding Strategy to build brand Awareness as a tourism destination in Purwakarta? 2) What are the
challanges to develop Brand Awareness of Kuya Maranggi Waterpark as a tourism destination in
Purwakarta?

According to the results of the surveys, Kuya Maranggi already has Brand Awareness in the area of West
Java, but when the triangulation technique been done through the surveys in Jakarta, the following data are
found: Table results of research question 1 and 2

Have you ever know satay maranggi?

Interest
33.7
Not Interest

66.7
How was your impression about Kuya Maranggi Water Park?

Interest
33.7
Not Interest

66.7

State Of the art

As for consideration in this research there will be included a several studies that have previously
been carried out. The previous research shown similarities and differences compare with research
afterwards. These are results of the previous studies presented in form of the description :

Gastro-Tourism As Destination Branding In Emerging Markets

Gastro-tourism, a tourist destination that obtained million revenue from across the world, including
the interested one in a very profitable, regional or local culinary experience. According to tourists, culinary
is the main purpose, the location only used for gastronomic experience (food related activities that involve
observation , explanation of cultural/regional information and often direct participant, culminating in taking
food or drinks.)

Tourism Strategy Development And Facilitation Of Integrative Processes Among Brand Equity,
Marketing And Motivation
Kinmen is one of the places for tourism in Taiwan. This journal discusses in-depth studies on tourism
marketing, brand equity and travel motivation in Kinmen. This study seeks to identify the attributes of
Kinmen tourism and expand the literature related to marketing strategy, brand equity and travel motivation
useing a combination of Delphi fuzzy methods (FDM), decision making experiments and laboratory
evaluation (DEMATEL) and analytical network processes (ANP) to shown oncoming interactions and
relationships between critical criteria. FDM identifies important attribute, which are used in the DEMATEL
analysis to show that brand equity has a direct and indirect influence on marketing strategies and travel
motivation.
Pengaruh Lima Dimensi Berita Pada Media Online Khusus Game Terhadap Brand Awareness
Produk Nintendo 3ds

Online media today has become one of the factors in increased Brand Awareness, especially in video
games. Nitendo as one of the world’s gaming companies who had a Nitendo 3DS product releases in 2011.
Of these products, a lots of media especially for Online Games which has announce the development of the
products both of supporting features and software. The identification of problems in this study is how the
responses of the audience especially for online games about Nitendo 3DS product to media especially for
online games, how is the response of the awareness audience to the Nintendo 3DS, and how big is the
impact of the online media especially in game industry toward Nintendo 3DS brand awareness. The results
of the study show that the components of online news are variables Timeliness, Proximity, Prominence,
Consequence, and Human Interest had an effect in common to Brand Awareness as 52,7% and the remain
is 47,3% affected by the other independent variables that were not included on this research.

Metodologi Penelitian

The method that is used for this research is qualitative descriptive. According to Sugiyono in 2016, the
case of study is one type of qualitative research that uses as many data sources as possible to explain the
research. In case studies like this, it can used depth interviews, observation, documentation and conduct
surveys.

Based on that explanation, The method that is used for this research its a case study method. As the
explained previously, the case study method is a type of qualitative research that uses as many as possible
data sources to explain the research. In this it can be used depth interviews, observation, documentation and
conduct a surveys. This studies are using a depth interviews because it is more appropriate to describe the
situation that exists in the Kuya Maranggi Waterpark.

This studies uses data collection techniques according to Sugiyono (2014) there are several kinds of
triangulation techniques, which is triangulations of source, time triangulation, theory triangulation,
researcher triangulation and triangulation methods that can be explained as follows :

 Triangulation Technique
Gambar 1.1.1 Triangulasi Teknik Pengumpulan Data

The purpose of triangulation techniques is to test the credibility of the data by examining data which is
conducted by sources or informants with a different techniques. On this research using data technique
triangulation because it is more suitable with the Kuya Maranggi waterpark.

Result & Discustion

After 6 months of research, the results of the study were found and discussed as follows:

 Strategi Branding Kuya Maranggi Waterpark di Purwakarta

Based on the results of interviews with informants, we obtained that Kuya Maranggi branding strategy to
create Brand Awareness is participated in each event and acting as a sponsor, cooperating with school like
SMAN 1 Bungursari, to make Kuya Maranggi Waterpark as a place for sport facilities and where the
practicum for physical education subject is held. In corporate level, Kuya Maranggi Water Park form
cooperation with the Pt. Aplikasinusa Lintasarta, and Bank Jabar Banten to make a recreational places for
the employees. Kuya Maranggi also make a collaboration with local radio, FB FM to advertise Kuya
Maranggi and also participate in every Talk Show activity held on the Radio, and also collaborate with
advertising parties such as Duta Promosindo in cooperation with marketing and selling discount vouchers
for prospective visitors. We also work with the government of Disporaparbudpar Purwakarta to introduce
Kuya Maranggi as the best destination in purwakarta. Kuya Maranggi location is easy to reach, because the
location are close to the toll entrance and exit. This can helped to increased Brand Awareness of Kuya
Maranggi.

While the results of observations that were found, the Kuya Maranggi branding activities still have to be
extended again for Brand Awareness activities, beside of that the Kuya Maranggi already had a strategic
location as informed that the location its easy to reach. This is in line with the results of H. A. Williams,
that the location can serve as a tool for gastronomic experience (food related activities that involve observation,
explanation of cultural/regional information and often direct participant, culminating in taking food or drinks .)
  Tantangan dalam membangun Brand Awareness Kuya Maranggi Water Park

The challanges to build a good image of the Kuya Maranggi Waterpark to the custumer is actually not
difficult. Because right now there is so many platforms that can be used to build the image of the company.
The obstacle that have been trough at the beggining is how to convince the costumer, with giving a
maximum services, and also a fun tourist spot, that is one of our biggest challenges. Therefore, it must
provide a pleasant experience so that Kuya Maranggi becomes the best destination in Purwakarta and make
customers want to visit again to Kuya Maranggi. The point is how we build and establish communication
with customers as good as possible. It can be proven by the number of visitors who come every month on
average about 700 visitors come to Kuya Maranggi Waterpark but for the exact numbers of visitors who
came will be different each month, because it depend on holiday season and national holidays too. As for
the entrance ticket price, they have a different for the corporate tickets depends on the number of tickets
has been purchased because we use the minimum ticket purchase scheme, for the corporate at least 25
tickets will be subject to a 20% discount.

Based on observation that were found , there is a potential for tourists from outside the city who just went
to the Jatiluhur Reservoir would having an option to come tp Satay Maranggi and Kuya Maranggi, therefore
Kuya Maranggi needs to increase the potential so that tourists not only have a destination to tourists
attraction in the reservoir or to Purwakarta city. Besides they were providing the best services, I also saw
that the facilities available at Kuya were very good, that is clean toilets and many others. This is in line with
the S. –F research. C. Chih-Hsing Sam Liu that the tourists prefer to chose the places that offer a variety of
innovations, and follow market developments to determine a tourist spot. Tourism destinations have to be
focus on Brand Development , marketing strategies and other influencing factors.

Moreover the challanges in Kuya Maranggi cases that, it need to expanding their information coverage nor
the promotion to the capital city such as the information by one of these website :
http://urangpurwakarta.com , www.wisatajabar.com , www.deasikumbang.com . This is in line with Aditya
Wibowo's research, Irmansyah Lubis assume that the response of the audience from the online news media
is in a good category, in this case it means that a news value is built from news about Nintendo 3DS products
especially news for online games that have a big impact to a gamer nor the game industry.
Conclusion
Based on the discussions above, then the Kuya Maranggi branding strategy through the results of the
research has succeeded in creating brand awareness in Purwakarta and parts of West Java, there are still
challenges to perform this branding strategies which are expanding the information to the Capital City and
Java even troughout Indonesia. Innovation and brand experience need to be a concern for Kuya Maranggi's
management.

Referensi

Kartajaya, Hermawan (2010). New Wave Marketing. Gramedia. Jakarta

Aaker,David A. 1991. Managing Brand Equity: Capitalizing on the Value Of A Brand Name. New York:
The Free Pres.