ANALISIS FAKTOR KEBERHASILAN DAN KEGAGALAN TERHADAP IMPLEMENTASI BRANDING PADA RUMAH KREATIF DOLLY SAIKI POINT SURABAYA

SUCCESS AND FAILURE FACTOR ANALYSIS ON BRANDING IMPLEMENTATION IN DOLLY SAIKI POINT CREATIVE HOUSE, SURABAYA

Penelitian ini mengenai faktor penghambat maupun keberhasilan terhadap implementasi strategi branding di Rumah Kreatif Dolly Saiki Point Surabaya. Rumah Kreatif Dolly Saiki Point Surabaya ingin dikenal sebagai tempat oleh-oleh khas Surabaya dengan memanfaatkan media online pada era digital dan juga secara langsung melalui pengalaman konsumen.  Penelitian ini menerapkan metode deskriptif dengan pendekatan deskriptif kualitatif melalui teknik observasi, wawancara, studi pustaka serta dokumentasi. Lokasi penelitian dilakukan di Dolly saiki Point itu sendiri di daerah Putat Jaya Gang Lebar, Surabaya. Hasil penelitian menunjukkan bahwa keberhasilan branding dapat dilihat melalui pembuatan media sosial ataupun web serta peningkatan penjualan salah satu produk anchor tenant di Rumah Kreatif Dolly Saiki Point Surabaya. Dalam penelitian ini juga ditemukan hambatan yang ada dikarenakan kurangnya dukungan dari pemerintah kota Surabaya sebagai pemilik Rumah Kreatif Dolly Saiki Point Surabaya.

This research is about the inhibiting factors and the success of the implementation of the branding strategy at the Dolly Saiki Point Creative House in Surabaya. Dolly Saiki Point's Surabaya Creative House wants to be known as a place for souvenirs typical of Surabaya by utilizing online media in the digital era and also directly through consumer experiences. This study applies a descriptive method with a qualitative descriptive approach through observation, interview, literature study and documentation techniques. The research location was conducted at Dolly Saiki Point itself in the Putat Jaya Gang Lebar area, Surabaya. The results showed that the success of branding can be seen through the creation of social media or the web as well as an increase in sales of one of the anchor tenant products at the Dolly Saiki Point Creative House in Surabaya. In this study also found existing obstacles due to the lack of support from the Surabaya city government as the owner of the Dolly Saiki Point Surabaya Creative House.