Strategi Branding Eks Lokalisasi Moroseneng Surabaya menjadi Kampung Wisata Anggrek Sememi

Branding Strategy of the Former Surabaya Moroseneng Localization to become the Sememi Orchid Tourism Village

Prostitusi merupakan salah satu permasalahan sosial yang berada di Kota Surabaya, Pemerintahan Kota Surabaya telah melakukan berbagai upaya dalam menyelesaikan permasalahan tersebut. Salah satunya melalui strategi branding di kawasan lokalisasi moroseneng, lokalisasi ini telah resmi ditutup dan diubah menjadi salah satu objek kampung wisata, sehingga diharapkan dapat merubah citra yang lebih positif pada kawasan tersebut. Penelitian ini bertujuan untuk mengetahui analisis strategi branding pada eks lokalisasi moroseneng surabaya yang telah menjadi kampung wisata anggrek sememi. Penelitian ini merupakan penelitian kualitatif dengan metode studi kasus. Data diperoleh dari hasil wawancara, observasi dan dokumentasi. Hasil dari penelitian ini menunjukan (1) Pemerintahan Kota Surabaya telah melakukan strategi branding sesuai dengan empat tahapan antara lain: brand positioning; sebagai kampung wisata edukasi, brand identity; perubahan identitas dari kawasan prostitusi moroseneng menjadi kampung wisata anggrek sememi, brand personality; melalui pemberdayaan masyarakat dalam bidang perekonomian dan edukasi, dan brand communication; promosi melalui social media, event dan artikel media massa (2) Terdapat hambatan-hambatan dalam strategi branding yang dilakukan di kampung anggrek sememi yaitu perubahan pola pikir masyarakat, fasilitas yang belum memadai, serta dampak pandemi covid-19.

Prostitution is one of the social problems in the city of Surabaya, the Government of Surabaya City has made various efforts to solve the problem. One of them is through a branding strategy in the Moroseneng localization area, this localization has been officially closed and turned into one of the tourist village objects, so it is expected to change a more positive image in the area. This study aims to determine the analysis of branding strategies in the former localization of Moroseneng Surabaya which has become a Sememi orchid tourism village. This research is qualitative research with a case study method. Data were obtained from interviews, observations and documentation. The results of this study show (1) Surabaya City Government has carried out a branding strategy in accordance with four stages, including: brand positioning; as an educational tourism village, brand identity; Change of identity from Moroseneng prostitution area to Sememi Orchid Tourism Village, brand personality; through community empowerment in the fields of economy and education, and brand communication; promotion through social media, events and mass media articles (2) There are obstacles in the branding strategy carried out in Sememi Orchid Village, namely changes in people's mindset, inadequate facilities, and the impact of the COVID-19 pandemic.