Pemulihan Sektor Pariwisata: Memahami Kepribadian UMKM
DOI:
https://doi.org/10.37253/altasia.v5i2.7811Keywords:
Kepribadian Merek, Pencitraan Merek Pribadi, Usaha Kecil-Menengah, Identitas Merek, Sektor PariwisataAbstract
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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References
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Kienzler, M. (2017). Does managerial personality influences pricing practices under uncertainty. Journal of Product and Brand Management, 26(7), 734-749.
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Li, F., Zhou, N., Kashyap, R., & Yang, Z. (2008). Brand trust as a second-order factor. International Journal of Market Research, 50(6), 817-839.
Lin, L.-Y. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: An empirical study of toys and video games buyers. Journal of Product & Brand Management, 19(1), 4-17.
Machado, J., Vacas-de-Carvalho, L., Azar, S., & André, A. (2019). Brand gender and consumer-based brand equity on Facebook. Journal of Business Research, 96, 376-385.
Malhotra, N. & Birks, D. (2006). Marketing Research: An Applied Perspective. Prentice Hall.
Miles, M.B. & Huberman, A.M. (1994). Qualitative Data Analysis. Sage.
Mitchell, R., Hutchinson, K., & Quinn, B. (2013). Brand management in small and medium-sized (SME) retailers: A future research agenda. Journal of Marketing Management, 29(11-12), 1367–1393.
Mitchell, R., Hutchinson, K., Quinn, B., & Gilmore, A. (2015). A framework for SME retail branding. Journal of Marketing Management, 31(17), 1818-1850.
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Muhonen, T., Hirvonen, S., & Laukkanen, T. (2017). SME brand identity: Its components, and performance effects. Journal of Product & Brand Management, 26(1), 52-67.
Nandy, S., & Sondhi, N. (2022). Brand pride in consumer–brand relationships: Towards a conceptual framework. Global Business Review, 23(5), 1098–1117.
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Radler, V. K. (2018). 20 years of brand personality: A bibliometric review and research agenda. Journal of Brand Management, 25(4), 370-383.
Rainisto, S. (2003). Success factors of place marketing: A study of place marketing practices in Northern Europe and the United States. (Disertasi Doktoral, Helsinki University of Technology).
Randhawa, P., Calantone, R.J., & Voorhees, C.M. (2015). The pursuit of counterfeited luxury: An examination of the negative side effects of close consumer–brand connections. Journal of Business Research, 68(11), 2395-2403.
Rauschnabel, P. A., & Ahuvia, A. C. (2014). You’re so lovable: Anthropomorphism and brand love. Journal of Brand Management, 21(5), 372–395.
Razeghi, Y., Roosta, A., Gharache, M., & Alemtabriz, A. (2016). Understanding the role of entrepreneur’s personal brand in SMEs total brand. International Business and Management, 12(2), 47-57.
Renton, M., Daellenbach, U., Davenport, S., & James, R. (2016). Finding fit: An exploratory look at SME brand orientation and brand management in the New Zealand food and beverage sector. Journal of Brand Management, 23(3), 289-305.
Reynolds, T. J. & Gutman, J. (1984). Advertising is image management. Journal of Advertising Research, 24(1), 27–37.
Roy, P., Khandeparkar, K., & Motiani, M. (2016). A lovable personality: The effect of brand personality on brand love. Journal of Brand Management, 23(5), 97–113.
Shukla, O. P. & Garg, S. K. (2017). Perception of faculty members on factors affecting quality education and employability skills in technical education sector: An empirical analysis. International Journal of Services, Economics and Management, 8(1-2), 109–131.
Thompson-Whiteside, H., Turnbull, S., & Howe-Walsh, L. (2018). Developing an authentic personal brand using impression management behaviours. Qualitative Market Research: An International Journal, 21(2), 166–181.
Törmälä, M. & Gyrd-Jones, R. (2017). Development of new B2B venture corporate brand identity. Industrial Marketing Management, 65, 76-85.
Valette-Florence, R. & Valette-Florence, P. (2020). Effects of emotions and brand personality on consumer commitment, via the mediating effects of brand trust and attachment. Recherche et Applications En Marketing (English Edition), 35(1), 84–110.
Von Wallpach, S., Hemetsberger, A., & Espersen, P. (2017). Performing identities: Processes of brand and stakeholder identity co-construction. Journal of Business Research, 70, 443–452
Zarkada, A. (2012). Concepts and constructs for personal branding: An exploratory literature review approach. Athens University of Economics and Business & Hellenic Open University. http://ssrn.com/ abstract=1994522.
Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: The role of brand love. Journal of Fashion Marketing and Management, 23(1), 30-47.
Bali dan Bandung Jadi Destinasi Wisata Kuliner Unggulan Indonesia (2019, Mei). Kompas.com. https://regional.kompas.com/read/2019/05/24/11293611/bali-dan-bandung-jadi-destinasi-wisata-kuliner-unggulan-indonesia
Balmer, J. & Greyser, S. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7), 730-741.
Banerjee, S. (2016). Influence of consumer personality, brand personality, and corporate personality on brand preference. Asia Pacific Journal of Marketing and Logistics, 28(2), 198-216.
Baxter, P., & Jack, S. (2008). Qualitative case study methodology: Study design and implementation for novice researchers. The Qualitative Report, 13(4), 544-559.
Becheur, I., Bayarassou, O., & Ghrib, H. (2017). Beyond brand personality: Building consumer–brand emotional relationship. Global Business Review, 18(3S), 1-17.
Belk, R.W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.
Bendisch, F., Larsen, G., & Trueman, M. (2013). Fame and fortune: A conceptual model of CEO brands. European Journal of Marketing, 47(3), 596-614.
Blombäck, A. & Brunninge, O. (2013). The dual opening to brand heritage in family businesses. Corporate Communications: An International Journal, 18(3), 327-346.
Centeno, E., Cambra-Fierro, J., Vazquez-Carrasco, R., Hart, S. J., & Dinnie, K. (2019). The interplay between SME owner-managers and the brand-as-a-person. Journal of Product & Brand Management, 28(4), 555-572.
Centeno, E., Hart, S., & Dinnie, K. (2013). The five phases of SME brand-building. Journal of Brand Management, 20(6), 445–457.
Chesworth, N. E. (2006). Shopping Tourism, Retailing, and Leisure. Annals of Tourism Research, 33(1), 280–282.
Couto, M. & Ferreira, J. J. (2017). Brand management as an internationalization strategy for SME: A multiple case study. Journal of Global Marketing, 30(3), 192–206.
Dana, L. dan Dumez, H. (2015). Qualitative research revisited: Epistemology of a comprehensive approach. International Journal of Entrepreneurship and Small Business, 26(2), 154– 170.
Das, G., Kumar Guin, K., & Datta, B. (2012). Developing brand personality scales: A literature review. The IUP Journal of Brand Management, 9(2), 44-63.
Davies, G., Rojas-Méndez, J.I., Whelan, S., Mete, M., & Loo, T. (2018). Brand personality: Theory and dimensionality. Journal of Product & Brand Management, 27(2), 115-127.
de Chernatony, L. (2006). From Brand Vision to Brand Evaluation. Elsevier.
Dion, D. & Arnould, E. (2016). Persona-fied brands: Managing branded persons through persona. Journal of Marketing Management, 32(1), 121-148.
Eriksson, P. & Kovalainen, A. (2016). Qualitative Methods in Business Research. Sage.
Essamri, A., McKechnie, S., & Winklhofer, H. (2018). Co-creating corporate brand identity with online brand communities: A managerial perspective. Journal of Business Research, 96, 366-375.
Fadli, M. R. (2021). Memahami desain metode penelitian kualitatif. Kajian Ilmiah Mata Kuliah Umum, 21(1), 33-54.
Gammoh, B., Mallin, M., & Pullins, E. (2014). The impact of salesperson-brand personality congruence on salesperson brand identification, motivation and performance outcomes. Journal of Product and Brand Management, 23(7), 543-553.
Grannel, C., & Jayawardena, R. (2004). Pitch it up-Celebrity branding: Not as glamorous as it looks. www.brandchannel.com.
Ivens, B.S., Leischnig, A., Muller, B. and Walta, K. (2015). On the role of brand stereotypes in shaping consumer response toward brands: an empirical examination of direct and mediating effects of warmth and competence. Psychology & Marketing, 32(8), 808-820.
Kaplan, J. & Warren, A. (2010). Patterns of Entrepreneurship Management. John Mill and Sons.
Khedher, M. (2014). Personal branding phenomenon. International Journal of Information, Business and Management, 6(2), 29-40.
Kienzler, M. (2017). Does managerial personality influences pricing practices under uncertainty. Journal of Product and Brand Management, 26(7), 734-749.
Kotler, K. L. (2009). Manajemen Pemasaran. Airlangga.
Krueger, N. (2003). The Cognitive Psychology of Entrepreneurship. Kluwer Academic Publisher.
Kurchaska, W. (2017). Consumer social network brand identification and personal branding. How do social network users choose among brand sites? Cogent Business & Management, 4(1), 1315879.
Li, F., Zhou, N., Kashyap, R., & Yang, Z. (2008). Brand trust as a second-order factor. International Journal of Market Research, 50(6), 817-839.
Lin, L.-Y. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: An empirical study of toys and video games buyers. Journal of Product & Brand Management, 19(1), 4-17.
Machado, J., Vacas-de-Carvalho, L., Azar, S., & André, A. (2019). Brand gender and consumer-based brand equity on Facebook. Journal of Business Research, 96, 376-385.
Malhotra, N. & Birks, D. (2006). Marketing Research: An Applied Perspective. Prentice Hall.
Miles, M.B. & Huberman, A.M. (1994). Qualitative Data Analysis. Sage.
Mitchell, R., Hutchinson, K., & Quinn, B. (2013). Brand management in small and medium-sized (SME) retailers: A future research agenda. Journal of Marketing Management, 29(11-12), 1367–1393.
Mitchell, R., Hutchinson, K., Quinn, B., & Gilmore, A. (2015). A framework for SME retail branding. Journal of Marketing Management, 31(17), 1818-1850.
Moleong, L. J. (2016). Metodologi Penelitian Kualitatif. Remaja Rosdakarya.
Muhonen, T., Hirvonen, S., & Laukkanen, T. (2017). SME brand identity: Its components, and performance effects. Journal of Product & Brand Management, 26(1), 52-67.
Nandy, S., & Sondhi, N. (2022). Brand pride in consumer–brand relationships: Towards a conceptual framework. Global Business Review, 23(5), 1098–1117.
Pendit, Nyoman S. (2003). Ilmu Pariwisata: Sebuah Pengantar Perdana. PT. Pradnya Paramitha.
Pramezwary, A., Juliana, J., & Hubne, I. B. (2022). Desain perencanaan strategi pengembangan potensi wisata kuliner dan belanja Kota Bandung. Pariwisata, 8(1), 10-21.
Priyanto, R. & Suryana. (2019). Membangun brand destination Kampung Rajut Binong Jati sebagai tujuan wisata belanja produk rajutan di Kota Bandung, 1(1), 31-43.
Radler, V. K. (2018). 20 years of brand personality: A bibliometric review and research agenda. Journal of Brand Management, 25(4), 370-383.
Rainisto, S. (2003). Success factors of place marketing: A study of place marketing practices in Northern Europe and the United States. (Disertasi Doktoral, Helsinki University of Technology).
Randhawa, P., Calantone, R.J., & Voorhees, C.M. (2015). The pursuit of counterfeited luxury: An examination of the negative side effects of close consumer–brand connections. Journal of Business Research, 68(11), 2395-2403.
Rauschnabel, P. A., & Ahuvia, A. C. (2014). You’re so lovable: Anthropomorphism and brand love. Journal of Brand Management, 21(5), 372–395.
Razeghi, Y., Roosta, A., Gharache, M., & Alemtabriz, A. (2016). Understanding the role of entrepreneur’s personal brand in SMEs total brand. International Business and Management, 12(2), 47-57.
Renton, M., Daellenbach, U., Davenport, S., & James, R. (2016). Finding fit: An exploratory look at SME brand orientation and brand management in the New Zealand food and beverage sector. Journal of Brand Management, 23(3), 289-305.
Reynolds, T. J. & Gutman, J. (1984). Advertising is image management. Journal of Advertising Research, 24(1), 27–37.
Roy, P., Khandeparkar, K., & Motiani, M. (2016). A lovable personality: The effect of brand personality on brand love. Journal of Brand Management, 23(5), 97–113.
Shukla, O. P. & Garg, S. K. (2017). Perception of faculty members on factors affecting quality education and employability skills in technical education sector: An empirical analysis. International Journal of Services, Economics and Management, 8(1-2), 109–131.
Thompson-Whiteside, H., Turnbull, S., & Howe-Walsh, L. (2018). Developing an authentic personal brand using impression management behaviours. Qualitative Market Research: An International Journal, 21(2), 166–181.
Törmälä, M. & Gyrd-Jones, R. (2017). Development of new B2B venture corporate brand identity. Industrial Marketing Management, 65, 76-85.
Valette-Florence, R. & Valette-Florence, P. (2020). Effects of emotions and brand personality on consumer commitment, via the mediating effects of brand trust and attachment. Recherche et Applications En Marketing (English Edition), 35(1), 84–110.
Von Wallpach, S., Hemetsberger, A., & Espersen, P. (2017). Performing identities: Processes of brand and stakeholder identity co-construction. Journal of Business Research, 70, 443–452
Zarkada, A. (2012). Concepts and constructs for personal branding: An exploratory literature review approach. Athens University of Economics and Business & Hellenic Open University. http://ssrn.com/ abstract=1994522.
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2023-07-27
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