STRATEGI BRANDING DALAM MEMBANGUN CITRA TPA PERCONTOHAN DAERAH ISTIMEWA YOGYAKARTA (Studi Deskriptif Kualitatif TPA Anwar Rasyid Gondokusuman Kota Yogyakarta)

Akhmad Mahfudz, NIM.: 15730123 (2020) STRATEGI BRANDING DALAM MEMBANGUN CITRA TPA PERCONTOHAN DAERAH ISTIMEWA YOGYAKARTA (Studi Deskriptif Kualitatif TPA Anwar Rasyid Gondokusuman Kota Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Anwar Rasyid's Al-Qur'an Education Park (TPA) is one of the TPAs located in Gondokusuman sub-district, Yogyakarta City, which holds the title TPA Pilot for the Special Region of Yogyakarta. This is a factor in Anwar Rasyid's TPA getting a good evaluation by the public. TPA Anwar Rasyid has been established since 1999, and from 2008 to 2012 experienced a period of stagnation due to changes in leadership and less than optimal management. It was only at the end of 2012 that Anwar Rasyid's TPA carried out reforms of leadership, systems, and various matters related to TPA improvements. So that in 2018, Anwar Rasyid's TPA was named the DIY Pilot TPA. This research focuses on knowing the branding strategy of Anwar Rasyid's TPA in building the DIY pilot TPA image. The theory used is the branding strategy of Sisco Van Gelder, Barnes and Schult which includes: 1) Brand positioning, 2) Brand identity, 3) Brand personality, and 4) Brand communication. While the method used by researchers in this study is a qualitative descriptive method. Data collection was carried out through interviews, observation and documentation. The results of this research, TPA Anwar Rasyid succeeded in building an image as a pilot TPA for the Special Region of Yogyakarta by building a strong system and management, creating a clear vision, mission and objectives, implementing superior programs, and establishing intense relationships with various parties; both students, asatidz, guardians of students, related institutions, and society in general. From the branding strategy used in building the image of the pilot TPA for the special region, it provides a positive image for Anwar Rasyid's TPA as well as the community, namely: increasing the number of students, increasing public trust, and improving the quality of students.

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