Analisis Strategi Integratif Pada Branding Produk Pilot Project Balai Taman Nasional Gunung Merapi Yogyakarta

Abstract

Integrative strategy has many benefits; this strategy is an activity of lobbying and negotiation. BTNGM's pilot project products have problems in branding their products. The aim of this research is to find out how to brand products in the BTNGM’s pilot project. The method used in this research is descriptive qualitative, by conducting a communication audit, and the results are analyzed using an integrative strategy. The analysis was carried out by processing, analyzing, and compiling the data, to be able to provide an overview of the problems that have been researched. The existing findings obtained with BTNGM also have results that are in accordance with this integrative strategy, namely the existence of a win-win solution. The data obtained from the results of the communication audit is in the form of the background of why there is a pilot project product, BTNGM's challenges, strategies and obstacles in product branding. The findings were analyzed using an integrative strategy by going through the stages of identifying the problem, understanding the problem in depth and providing interest to all parties, creating alternative solutions, as wellas evaluating and selecting the alternatives. Apart from that, the inhibitory and success factors of the integrative strategy were also analyzed, and it can be concluded that in the BTNGM pilot project’s product branding, there is a connection with the integrative strategy because it produces mutually beneficial results or a win-win solution.