Evaluasi Strategi Co-Branding Kemenparekraf terhadap Brand Awareness Wonderful Indonesia
DOI:
https://doi.org/10.25139/jkp.v9i2.11656Keywords:
co-branding;, brand awareness;, wonderful indonesia;, destination brandingAbstract
Penelitian ini mengevaluasi strategi co-branding Kementerian Pariwisata dan Ekonomi Kreatif (Kemenparekraf) terhadap brand awareness Wonderful Indonesia menggunakan Model Evaluasi CIPP (Context, Input, Process, Product). Pendekatan kualitatif evaluatif dengan desain studi kasus diterapkan untuk menganalisis program kemitraan co-branding periode 2017-2021 yang melibatkan 51 mitra dari tujuh sektor industri. Data primer bersumber dari dokumen evaluasi Kemenparekraf dan survei terhadap 783 responden, dilengkapi data sekunder berupa pemberitaan media dan laporan internasional. Temuan menunjukkan bahwa program co-branding menghasilkan Advertising Value Equivalency (AVE) sebesar Rp 599 miliar, namun Brand Awareness Index hanya mencapai rata-rata 3,80 dari skala 5,00 yang menempatkan brand pada level recall, bukan top of mind. Penelitian ini mengidentifikasi fenomena paradoks output-outcome dimana pencapaian output yang tinggi tidak secara proporsional menghasilkan outcome brand awareness yang optimal. Top of mind share hanya mencapai 16,2%-29,6% dan rata-rata brand exposure sebesar 10%. Faktor pendukung meliputi kerangka kebijakan komprehensif, diversifikasi 51 mitra, dan efisiensi anggaran 599 kali lipat. Faktor penghambat mencakup dualisme brand Wonderful Indonesia-Pesona Indonesia, rasio konversi MoU ke PKS yang rendah (40,5%), serta kompetisi dengan brand regional. Penelitian ini berkontribusi pada literatur destination co-branding yang masih terbatas dan merekomendasikan resolusi arsitektur brand, standarisasi aktivasi, serta pengembangan sistem monitoring terintegrasi.
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Chekalina, T., Fuchs, M., & Lexhagen, M. (2016). Customer-Based Destination Brand Equity Modeling: The Role of Destination Resources, Value for Money, and Value in Use. Journal of Travel Research, 57(1), 31–51. https://doi.org/10.1177/0047287516680774
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). SAGE Publications.
Hakim, L. (2020). Bagaimana Mengukur Efektifitas Co-branding Wonderful Indonesia: Studi Konseptual. Jurnal Kepariwisataan Indonesia, 14(1), 45–60.
Iversen, N. M., & Hem, L. E. (2015). Network Position and Tourism Firms’ Co-branding Practice. Journal of Business Research, 68(8), 1667–1677. https://doi.org/10.1016/j.jbusres.2015.03.025
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th ed.). Pearson.
Kemenparekraf. (2020). Rencana Strategis 2020-2024. Kementerian Pariwisata dan Ekonomi Kreatif.
Kemenparekraf. (2021). Laporan Akhir Evaluasi Co-Branding Wonderful Indonesia. Kementerian Pariwisata dan Ekonomi Kreatif.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic Inquiry. SAGE Publications.
Mandagi, D. W., & Centeno, D. (2024). Destination Brand Gestalt: Dimensionalizing Co-Created Tourism Destination Branding. International Journal of Tourism Cities, 10(1), 1–20.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative Data Analysis: A Methods Sourcebook (3rd ed.). SAGE Publications.
Newmeyer, C. E., Venkatesh, R., & Chatterjee, R. (2013). Cobranding Arrangements and Partner Selection: A Conceptual Framework and Managerial Guidelines. Journal of the Academy of Marketing Science, 42(2), 103–118.
Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite Branding Alliances: An Investigation of Extension and Feedback Effects. Journal of Marketing Research, 33(4), 453–466.
Peralba, R. (2007). El Posicionamiento Estratégico de la Marca España. Círculo de Empresarios Cuadernos.
Pike, S. (2009). Destination Brand Positions of a Competitive Set of Near-Home Destinations. Tourism Management, 30(6), 857–866. https://doi.org/10.1016/j.tourman.2008.12.009
Pike, S., & Bianchi, C. (2016). Destination Brand Equity for Australia: Testing a Model of CBBE in Short-Haul and Long-Haul Markets. Journal of Hospitality & Tourism Research, 40(1), 114–134.
Pike, S., & Page, S. J. (2014). Destination Marketing Organizations and Destination Marketing: A Narrative Analysis of the Literature. Tourism Management, 41, 202–227. https://doi.org/10.1016/j.tourman.2013.09.009
Ruiz-Real, J. L., Uribe-Toril, J., Gázquez-Abad, J. C., & de Pablo Valenciano, J. (2020). Destination Branding: Opportunities and New Challenges. Journal of Destination Marketing & Management, 17, 100453.
Stufflebeam, D. L. (1971). The Relevance of the CIPP Evaluation Model for Educational Accountability. Journal of Research and Development in Education, 5(1), 19–25.
Stufflebeam, D. L., & Coryn, C. L. S. (2014). Evaluation Theory, Models, and Applications (2nd ed.). Jossey-Bass.
Teguh, F., Bungin, B., Wono, H. Y., & Santoso, M. B. (2021). Study of Dual Brand in Indonesia Tourism Communication. Jurnal Komunikasi, 13(1), 1–15.
Turan, C. P. (2021). Success Drivers of Co-branding: A Meta-Analysis. International Journal of Consumer Studies, 45(4), 911–936.
World Economic Forum. (2019). The Travel & Tourism Competitiveness Report 2019. World Economic Forum.
Yin, R. K. (2018). Case Study Research and Applications: Design and Methods (6th ed.). SAGE Publications.
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Published
2025-12-31
How to Cite
Budi Rizanto Binol, & Yohannes Don Bosco Doho. (2025). Evaluasi Strategi Co-Branding Kemenparekraf terhadap Brand Awareness Wonderful Indonesia. Jurnal Komunikasi Profesional, 9(2), 087–096. https://doi.org/10.25139/jkp.v9i2.11656
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