Pemulihan Sektor Pariwisata: Memahami Kepribadian UMKM

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Margareth Setiawan

Abstract

Kepribadian merek merupakan topik yang banyak dibahas dalam banyak penelitian. Namun, sebagian besar penelitian tersebut berbicara tentang kesesuaian kepribadian merek dengan kepribadian pengguna. Belum banyak yang membahas mengenai kesesuaian antara kepribadian pemilik-manajer di UMKM dengan kepribadian merek yang mereka miliki. Padahal dengan menyadari adanya kesesuaian antara kepribadian pemilik-manajer dengan kepribadian merek yang dibentuknya, akan lebih mudah bagi pelaku UMKM untuk menentukan tujuan dan strategi bisnis. Dengan demikian, tujuan artikel ini adalah untuk menunjukkan bahwa memang ada keselarasan antara kepribadian pemilik-manajer UMKM dengan kepribadian merek yang mereka bentuk, meskipun proses ini tidak mereka sadari. Penelitian kualitatif ini menggunakan pendekatan studi kasus dan data dikumpulkan melalui wawancara semi-terstruktur mendalam dengan empat manajer pemilik UMKM di destinasi wisata belanja dan kuliner Kota Bandung. Berdasarkan hasil tersebut, didapatkan hasil bahwa pemilik-manajer UMKM secara naluriah memanusiakan usahanya. Peta jalan manajerial untuk membentuk kepribadian merek juga diberikan berdasarkan hasil penelitian ini. Ini adalah studi pertama yang membuktikan dampak atribut pribadi pemilik-manajer UMKM destinasi wisata belanja dan kuliner terhadap personifikasi merek yang terlihat melalui identitas dan citra merek yang sesuai dengan nilai diri dan sifat pemilik. Studi ini membantu memberikan saran dalam pemulihan sektor pariwisata khususnya di Kota Bandung. Para pemilik-manajer UMKM dapat menggunakan model yang dikembangkan oleh penulis untuk menerapkan strategi pemerekan yang lebih baik dalam menarik wisatawan. Semakin banyak bisnis yang mampu mengembangkan citra merek yang berbeda, maka semakin tinggi daya saing mereka.

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