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Formosa Journal of Multidisciplinary Research (FJMR)
Vol. 3, No. 2 2024: 153-172
153
(
DOI: https://doi.org/10.55927/fjmr.v3i2.8194
ISSN-E: 2829-8896
https://journal.formosapublisher.org/index.php/fjmr
Sipinsur Geosite Branding in Marketing Pearung Village
Paranginan District Humbang Hasundutan District
Ellyta Ellfrida1*, Samuel Harmoko2, Hans Silitonga3
Tourism Polythechnic Medan
Corresponding Author: Ellyta Ellfrida
ellytaelfridatambunan@poltekparmedan.ac.id
A R T I C L E I N F O
A B S T R A C T
Keywords: Branding, Marketing,
Sipinsur Geosite
Received : 10, December
Revised : 11, January
Accepted: 11, February
©2024 Ellfrida, Harmoko: This is an
open-
access article distributed under
the terms
of the Creative Commons
Atribusi 4.0
Internasional.
Currently, village promotions can be more
massive with the use of information technology
such as websites. Branding is an important
activity that needs to be carried out so that the
village has a competitive identity. Branding is
nothing but an attempt to label the village so that
the village has a specificity or uniqueness.
Therefore, the author is interested in knowing
more about the branding that must be owned and
whether this branding can provide an increase in
the marketing of the Sipinsur Geosite, so that the
Sipinsur Geosite has branding that indicates its
uniqueness and superiority. This research was
conducted using descriptive qualitative methods
and data collection techniques used in this study
were interviews, observation and literature
studies. The samples were tourists and managers
of the Sipinsur Geosite. Interviews and
observations were carried out directly to tourists
who were visiting the museum. Respondents as
many as 50 people became the sample in this
study. Therefore, it is through this research that
branding is able to attract and increase visitor
interest in the Sipinsur Geosite.
Ellfrida, Harmoko
154
INTRODUCTION
Indonesia is an archipelagic country consisting of 16,771 islands (in 2020)
which are spread widely and are located between the continents of Asia and
Australia and between the Pacific Ocean and the Indian Ocean. Apart from
having a lot of natural beauty that is worthy of being used as a tourist
destination, Indonesia has a variety of culture and arts that are no less
interesting to use as a guide to the lives of Indonesian people. It cannot be
denied that with tourism, the economy and community welfare can be built
through tourism organizing activities.
Indonesia has 34 provinces which have tourism assets and attractions
including cultural diversity, ethnic uniqueness and natural beauty which can
always attract everyone's attention. This is always able to hypnotize visitors to
be willing to spend money to enjoy and experience tourism in Indonesia. One of
the provinces that has a very attractive tourism attraction and has great
potential for development is the province of North Sumatra.
North Sumatra is the second province out of 34 provinces in Indonesia
with the fourth largest population in Indonesia. With an area of 72,981 km2
with a population of 14,936,148 people (2021). North Sumatra has one super
priority destination, namely Lake Toba. It is known that Lake Toba is the largest
lake in Indonesia and Southeast Asia due to volcanic eruptions around 77,000
years ago. Here are some tourist attractions in North Sumatra:
No.
Location
Destinasion
1.
Taman Nasional Gunung
Leuser
Medan City
2.
Tangkahan
Langkat Regency
3.
Lake Toba
Toba Regency
4.
Samosir Island
Samosir Regency
5.
Gunung Timur Vihara
Medan City
6.
Graha Annai Velangkanni
Church
Medan City
7.
TNI Struggle Museum
Medan City
8.
Medan Zoo
Medan City
9.
Medan Cultural Park
Medan City
10.
Medan Grand Mosque
Medan City
11.
Maimun Place
Medan City
12.
Rahmat International Wildlife
Museum and Gallery
Medan City
13.
SiombakLake
Medan City
14.
Keling Medan Village
Medan City
15.
Maha Vihara Adhi Maitreya
Medan City
16.
Hot Snow of Dolok Tinggi Raja
Simalungun Regency
17.
Telaga Dwi Warna Sibolangit
Waterfall
Deli Serdang Regency
18.
Lake Linting
Deli Serdang Regency
19.
Green Hill City / Hillpark
Deli Serdang Regency
20.
Sibolangit Nature Reserve
Deli Serdang Regency
21.
Lumbini Park Pagoda
Karo Regency
22.
Mount Sibayak
Karo Regency
23.
Sipiso-piso Waterfall
Karo Regency
24.
Lake Lau Kawar
Karo Regency
25.
Gundaling Hill
Karo Regency
26.
Lingga Village
Karo Regency
Table 1. List of tourist attractions in North Sumatra
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Humbang Hasundutan is a district in North Sumatra, Indonesia. Formed
on July 28 2003, this district has an area of 2,335.33 km² and its capital city is
Dolok Sanggul. The physical condition of this district is at an altitude of 330-
2,075 meters above sea level. According to data from the 2010 Population
Census, the population was 171,650 people, and at the end of 2020, the
population was 197,751 people. The regional motto of this Regency is Bona
Pasogit Nauli which in Toba Batak language means "Beautiful Hometown".
Humbang Hasundutan Regency is led by Regent Dosmar Banjarnahor and
Oloan Paniaran Nababan as deputy regent. Humbang Hasundutan Regency is
one of the regencies in the North Sumatra region. This district has an area of
251,765.93 Ha which is divided into 10 sub-districts. Geographically, this
Regency is located between 2°13'–2°28' North Latitude and 98°10'–98°57' East
Longitude. Most of Humbang Hasundutan Regency has hidden natural and
cultural attractions and historical heritage. Several tourist attractions including
natural, cultural and historical tourism in
Humbang Hasundutan Regency is one of the main potentials in the area.
Humbang Hasundutan Regency is included in the development of this
function, supported by designated tourist attractions consisting of:
1. Natural tourism, including the Thousand Steps, Waterfall, Sipinsur
Geosite, Paranginan District in Humbang Hasundutan Regency, and
2. Cultural tourism, including the Sisingamangaraja Palace in Bakkara,
where Sisingamangaraja XII died in Sionom Hudon Village in
Humbang Hasundutan Regency.
Humbang Hasundutan Regency (in the Regional Spatial Plan (RTRW) of
North Sumatra Province for 2009-2029) is directed at efforts to equalize and
develop the economy through development as superior agriculture and
commodities, economic development through development as superior
agriculture and commodities, regional development of North Sumatra Province
can be seen in the list below:
Table 2. List of Tourist Attractions in Humbang Hasundutan Regency
No
Destinasion
Location
Attraction
1.
Place and Heritage of Sisingamangaraja
Baktiraja District
Historical site
2.
Janji Baktiraja Waterfall
Baktiraja District
Mata Air District
3.
Tomb of Batu
Baktiraja District
Historical Site
4.
Sipinsur
Paranginan District
Natural Tourism
5.
SitabunanCave
Paranginan District
Natural Tourism
6.
Plan for the Lake Toba Flower Garden
Paranginan District and
Lintongnihuta
Agro Tourism
7.
Goa Partonggoan Raja Sisingamangaraja
XII
Pollung District
Natural Tourism
8.
Tao Silom
Pollung District
Natural Tourism
9.
Tomb Grave stone
Pollung District
Ancient Tomb
10.
Markas Raja Sisingamangaraja XXI
Parlilitan District
Natural Tourism
11.
Location of Death of King Raja
Sisingamangaraja XXI
Parlilitan District
Natural Tourism
12.
Simaninggir Cave
Parlilitan District
Natural Site
Ellfrida, Harmoko
156
13.
Kubur Batu
PakkatDistrict
Ancient Tomb
14.
Dolok Pinapan
Pakkat District
Natural View
15.
Dolok Aek Nabara
Pakkat District
Natural Tourism
16.
Dolok Pesona
Lintongnihuta District
Natural Tourism
17.
Tao Sipinggan
Lintongnihuta District
Natural Tourism
In the pattern of spatial use of protected areas in Humbang Hasundutan
Regency, the tourism sector is found in Nature Reserve, Nature Conservation
and Cultural and Scientific Reserve Areas as well as in geological nature reserve
areas. Cultural heritage areas include the Sisingamangaraja Tomb Area in
Sionom Hudon, Parlilitan District and the Sisingamangaraja Palace in Baktiraja
District. Geological Nature Reserve Area which includes Geological sites within
the proposed Geopark Area, including:
1. Results of the eruption of the Sibandang Caldera in Bakti Raja District,
2. Toba tufa is located in Baktiraja District,
3. Meta-Sedimentary Rocks in Bakti Raja District
4. Results of the Porsea Caldera eruption in Bakti Raja District.
5. View Point Plateau, Results of the Sibandang Caldera Eruption in
Paranginan District,
6. Mesozoic limestone in Bakti Raja District.
Of the many sub-districts in Humbang Hasundutan Regency, there is
one sub-district that has the potential for interesting natural attractions. This
sub-district is Paranginan Sub-district which is in Humbang Hasundutan
Regency. Paranginan District has tourist attractions in the form of natural,
cultural, historical and so on. Natural tourist attractions are one of the
potentials of Pearung Village. In 2023, Paranginan District will have a tourist
attraction that is very popular with tourists. There are several tourist attractions
that Paranginan District has, namely as follows:
1. Sipinsur Geosite
2. Sitabunan Cave
3. Lake Toba Flower Garden Plan
Sipinsur Geosite is a Geopark in the highlands with an altitude of around
1,213 meters above sea level. This tourist area is the best place to see the beauty
of Lake Toba from a different side. This place provides very cool air and the
area is full of pine trees. The area of the park is around 2 hectares. It is located
in Paerung Village, Humbang Hasundutan. Access is not difficult, with a travel
distance of around 30 minutes from Silangit Airport, and around 1 hour from
Doloksanggul city center. The advantage of Sipinsur tourism is the
extraordinary view to see Lake Toba, Apart from panoramic views of Lake
Toba, Sipinsur Park also has pine tree vegetation. This area is the right place for
relaxation for visitors. Because visitors can enjoy the lushness of the pine trees
and feel the freshness of the wind. Another advantage of the Sipinsur Geosite is
for camping. The cool atmosphere with very beautiful views is the main reason.
The camping ground is very large and can be used by tourists who want to
spend the night. By staying overnight, visitors can witness the beautiful
reflection of the setting sun on Lake Toba. Humbang Hasundutan Regency has
many tourist attractions and has beautiful photo sports that are no less than
Samosir Regency which has many domestic and foreign tourists.
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LITERATURE REVIEW
Tourism
In the Big Indonesian Dictionary, tourism is an activity related to
recreational travel. Tourism is a variety of tourist activities and is supported by
various facilities and services provided by the community, entrepreneurs, the
Government and Regional Government (UU No. 10 of 2009).
According to Prayogo (2018), tourism can simply be defined as the
journey of a person or group of people from one place to another to make plans
within a certain period of time, for the purpose of recreation and entertainment
so that their desires are fulfilled.
According to Yoeti (2003), the conditions for a trip are called a tourism
trip if:
1. Travel is made from one place to another, outside the person's usual
residence
2. The purpose of the trip is solely for fun and not to earn a living in the place or
country visited.
3. Solely as a consumer at the place visited.
According to Wahab (1993) tourism contains 3 (three) elements,
including:
1. Humans, namely the human element as perpetrators of tourism activities
2. Place, namely the physical elements that are actually included in the activity
itself
3. Time is the element of time spent on the trip and while staying at the
destination.
Geosite
1. Based on Presidential Regulation of the Republic of Indonesia Number 9 of
2019 concerning the Development of Geoparks (GEOPARK), a Geological
Heritage Site (Geosite) is a Geological Heritage object (Geoheritage) in a
Geopark area with certain characteristics, both individual and multi-object, and
is an inseparable part of a the story of the evolution of the formation of an area.
2. According to National Geographic, a geosite is a place that has traces of
important records about the history of the earth, usually in the form of rock and
sand which can explain the development of the earth (geology), nature, living
creatures and culture from ancient times to the present.
Tourism Marketing
The definition of marketing is a social and managerial process by which
individuals and groups obtain what they need and want through the creation
and exchange of value and other parties. According to Kotler and Armstrong
(2012), marketing is a social and managerial process by which individuals or
organizations obtain what they need and want through creating and
exchanging value with others.
According to Mulajaidi (2009), marketing is an effort to identify tourists'
needs and desires, as well as offering tourism products according to tourists'
desires and needs. Tourism marketing is an effort made by a company
Ellfrida, Harmoko
158
operating in the tourism sector to sell goods/services needed by tourists to
achieve satisfaction in traveling.
In marketing a product or service, a company requires an easy and
flexible approach which can be called a marketing mix. According to Kotler and
Armstrong (2012:75) in Yogi Sumirat (2015:22) "The marketing mix is a set of
marketing tools that companies use to continuously achieve company goals in
the target market." The components of the marketing mix are: product, price,
place and promotion.
According to Kotler (200:19) promotion is part and process of marketing
strategy, as a way to communicate with the market using the marketing mix
composition "promotional mix".
According to Buchari Alma (2013: 179), promotion is an effort made to
inform or offer products or services for the purpose of attracting potential
consumers to buy or consume them.
Branding
Branding is the process of creating an identity that is related to the
assumptions, emotions and feelings of a particular identity. Branding precedes
marketing and sales. Marketing becomes ineffective without a strong brand
(Rampersad, 2008:2).
The purpose of branding is to identify a product or service or group of
sellers and differentiate it from other brands (Kotler, 2009: 332). Branding
means a statement about who (identity), what (products or services offered),
and why a brand is worth choosing. A brand is a reputation, and a brand with a
reputation is a promising brand (Neumeier, 2003:54).
Based on the definition above, researchers conclude that branding is very
important because someone will choose a product not only because of rational
factors, but also because of emotional factors. People will look and compare
prices and usability, but will ultimately make an emotional decision. Branding
is very important because it can establish an emotional connection with
customers.
Advantages in Establishing Branding
Branding is planting its image in society and even consumers. If a
company has a product that it sells, it is hoped that the brand will always be
visible to the public or consumers for a long time. There are 3 goals in building
a brand, namely forming perceptions, building trust and building a brand
image, namely (Neumeir, 2003):
1. Differentiator
If a brand has a strong image, it can easily differentiate itself from its
competitors.
2. Promotion and Attraction
Products with a strong brand will be easier to promote and attract
consumers.
3. Image Builder, Confidence, Quality Guarantee and Prestige A brand
can create its own image by presenting it to other people. Trust, Quality and
Prestige of the product will be embedded in the brand through product
information.
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4. Market Controller
The target market will be easily controlled by a strong brand. A strong
brand will be a threat to competitors at every turn.
Travelers
According to Sudaryani (2013), someone can be said to be a tourist if he
or she travels to certain places with the aim of vacationing, doing business,
exercising, seeking treatment, and even studying. And according to Yoeti (2006)
defines tourists as anyone who travels to a destination that is not their place of
residence temporarily for any reason because they have a position or job in the
place they visit. In general, the definition of a tourist is a person who goes on
tour (Law No. 10 of 2009).
According to Syam (2010), there are types of tourists within the scope
where tourist trips are carried out, namely:
1. Foreign tourist, defined as a foreigner who goes on a tourist trip in a
country of neither residence nor origin.
2. Foreign domestic tourist, defined as a foreigner who lives in a country
other than his place of origin, and carries out tourist trips in the place where he
lives.
3. Domestic tourist, is someone who travels only within the borders of
their own country.
METHODOLOGY
Research methods are scientific procedures, steps or procedures for
obtaining data for research purposes that have certain goals and uses. Sugiyono
(2018, p.2) explains that research methods are a scientific way of obtaining data
for certain purposes and uses. Nazir (2014 p.26) also states that the scientific
research method can be said to be a teaching of truth that is governed by logical
considerations. Based on the problem studied, the method used in this research
uses descriptive research and a qualitative approach.
Mohamad Ali (1982:120) explains that: "descriptive research methods are
used to solve problems as well as answer problems that occur in the present".
This is done by taking several steps of data collection, classification and analysis
or data management, making conclusions and reports with the main aim of
making an objective depiction of a situation in a descriptive manner.
RESEARCH RESULT
Humbang Hasundutan is a district in North Sumatra, Indonesia.
Formed on July 28 2003, this district has an area of 2,335.33 km² and its capital
city is Dolok Sanggul. The physical condition of this district is at an altitude of
330-2,075 meters above sea level. According to data from the 2010 Population
Census, the population was 171,650 people, and at the end of 2020, the
population was 197,751 people. The regional motto of this Regency is Bona
Pasogit Nauli which in Toba Batak language means "Beautiful Hometown".
Humbang Hasundutan Regency is led by Regent Dosmar Banjarnahor and
Oloan Paniaran Nababan as deputy regent. Humbang Hasundutan Regency is
Ellfrida, Harmoko
160
one of the regencies in the North Sumatra region. This district has an area of
251,765.93 Ha which is divided into 10 sub-districts. Geographically, this
Regency is located between 2°13'–2°28' North Latitude and 98°10'–98°57' East
Longitude. Most of Humbang Hasundutan Regency has hidden natural and
cultural attractions and historical heritage. Several tourist attractions including
natural, cultural and historical tourism in Humbang Hasundutan Regency are
one of the main potentials in the area.
Humbang Hasundutan Regency is included in the development of this
function, supported by designated tourist attractions consisting of:
1. Natural tourism, including the Thousand Steps, Waterfall, Sipinsur
Geosite, Paranginan District in Humbang Hasundutan Regency, and
2. Cultural tourism, including the Sisingamangaraja Palace in Bakkara,
where Sisingamangaraja XII died in Sionom Hudon Village in Humbang
Hasundutan Regency.
Figure 2 Paranginan District
Source:https://commons.wikimedia.org/wiki/File:(Location_Map)_Paranginan_Dis
trict,_Humbang_Hasundutan.svg
Paranginan District is one of the Districts of Humbang Hasundutan
Regency. Seeing the simplicity of Parangian District, people say that
Parangian has not made progress, in terms of development, Parangian
District is not very advanced, but in terms of education, Parangian District
is already considered advanced, where parents from this district hope that
their children will have more knowledge. high, the people of Parangian
District have sent their children to school up to university level, because
the people of Parangian District prioritize the Batak people's term Anakkon
Hi Do Hamoraon Diau. Parangian District has 11 villages, namely:
Sihonongan Village, District Capital, Lobutolong Village, West Lumban
Village, Pearung Village, Lobutolong Habinsaran Village, Pearung Silali
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Village, Lumban Sialaman Village, Lumban Sianturi Village, Siborutorop
Village, South Paranginan Village, Village North Paranginan. The majority
of people in Paranginan District are Batak Toba people, while other people
such as: Malays, Padangs, Javanese are nomads, and the religion followed
in Paranginan District is Protestant Christianity. Paranginan District is
located in the highlands with cool air and is a source of income for the
people of the District The majority of Paranginan farmers do farming, and
a small part do small-time trading, and the lives of the Paranginan people
are still strictly based on customs and which are combined with the
Dalihan NaTolu order, namely, Somba Marhula-hula, Manat mardongan
tubu, Elek marboru, and who still need guidance and motivation so that all
existing potential can improve the standard of living of the community
towards a beautiful, safe and prosperous Paranginan and my dream Huta
with the Motto: Marsiurupurupan Mangula Ulaon Na Maol,
Marsibetabetaan Mangula Ulaon Nadenggan. To accelerate the pace of
development, motivation is needed to mobilize society so that it is not only
an object of development but also as a subject of development itself,
together with the government, optimizing all existing potential. Realizing
the above as staff from the Paranginan District government section starting
from March 16 2004, the community is still left behind due to the lack of
human resources, especially in the agricultural sector which still adheres to
traditional patterns and this needs to be addressed without waiting for a
longer reaction in order to increase the standard of living. more advanced.
Needs in the organizational field are basically needs for social interaction
that unites and benefits within the organizational group, organizations can
also be said to be associations of several people who are motivated and
have goals that want to build.
Figure 3 Pearung Village area
Source: Pearung Village BPD
Pearung Tourism Village is a tourist village located on the hillside
south of the Toba caldera. It is approximately 17 km from Silangit Airport
Ellfrida, Harmoko
162
and can be reached in around 20 minutes by motor vehicle. Most of the
population are coffee farmers who have been here for generations and are
also fruit and vegetable farmers. In the Pearung tourist village you can also
find the endemic plant of Lake Toba, namely andaliman. With an altitude
of 1200 meters above sea level and located on a hillside, Pearung village
has cool weather and wide and beautiful views towards Lake Toba and
Sibandang Island.
Geostie Sipinsur itself is in Pearung Village, Paranginan District,
Humbang Hasundutan Regency. The advantage of the Sipinsur Geosite is
the view to see Lake Toba. From the perspective of the Sipinsur Geosite, the
largest lake in Southeast Asia is stunning and enchanting. The blue sky and
beautiful clouds provide a natural view with mountains and plains on the
edge of the lake. Apart from panoramic views of Lake Toba, the Sipinsur
Geosite also has pine trees. This area is the right place for relaxation for
tourists.
The Sipinsur Geosite in Pearung Village, Paranginan District,
Humbang Hasundutan (Humbahas) was awarded as the Most Popular
Plateau in Indonesia, and won first place in the 2018 Anugrah Pesona
Indonesia (API). This plateau is on the edge of Lake Toba with beautiful
natural panoramas, beating various highlands from districts/cities in other
provinces in Indonesia.
The results of research that has been carried out through direct
interviews and distributing questionnaires to visitors who have visited the
Sipinsur Geosite as one of the tourist attractions in Humbang Hasundutan
Regency, North Sumatra. Where interviews were conducted directly with
resource persons, Mr. Rudy Patar Siregar, S.T as Village Secretary and Mr.
Indra Hutabarat, SS as Youth Culture Leader of the Humbang Hasundutan
Regency Youth and Sports Tourism Office. There were 50 questionnaire
questions that had been distributed. The preparation of the questionnaire is
based on problem analysis which is supported by the problem formulation
listed, namely the identification of problems included in this final
assignment research, related to the branding of the Sipinsur Geosite in the
marketing of Pearung Village, Paranginan District, Humbang Hasundutan
Regency, and also things that influence tourists when visiting to the
Sipinsur Geosite. The formulation of the problem raised by researchers is as
follows:
1. How is the branding (brand, identity, product) implemented at
Geosite Sipinsur?
2. How is tourist awareness of the Sipinsur Geosite Branding?
Research Results on How to Apply Sipinsur Geosite Branding in
Marketing in Pearung Village, Paranginan District, Humbang Hasundutan
Regency.
The following is a presentation of the results of interviews and
questionnaires that have been raised in this research.
1. What is the Tagline and Branding of Humbang Hasundutan
Regency?
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The motto that is the tagline of Humbang Hasundutan Regency is
"Marudurudur Tu Humbahas" which means roll in numbers/ Together we
visit Humbang Hasundutan. This motto itself was created and established
by the Humbang Hasundutan Regency Government. And the motto that is
the branding of Humbang Hasundutan Regency is "Explore Humbahas"
which means exploring and adventuring in Humbang Hasundutan
Regency. Hasundutan Regency has a variety of destinations and objects
that focus on cultural, historical and natural tourism. One of them is the
Palace of King Sisingamangaraja, the remains of King Sisingamangaraja,
Geosite Sipinsur, Dolok Pottas, etc.
2. What about the Tagline and Branding of Geosite Sipinsur? Does
Geosite Sipinsur already have a tagline and branding before, as
Geosite Sipinsur won first place at the 2018 Anugrah Pesona
Indonesia event.
Currently, neither the tagline nor the branding for Geosite Sipinsur
itself exists and indeed the branding for Geosite Sipinsur itself is still tied to
the branding of Caldera of The King as a whole.
3. What about the level of tourist visits to the Sipinsur Geosite?
For weekends and holidays, the number of tourists visiting can
reach 1000 people or even more per day. However, on normal days only
around hundreds of people visit.
4. Who plays a role in managing the Sipinsur Geosite? Is it managed
by the government or is there another party? and what is the
contribution of the Pearung village government?
For management, the Sipinsur Geosite itself is fully processed by the
Humbang Hasundutan Regency Government. The involvement of the
village government is limited to discussing and socializing the
development of the Sipinsur Geosite to the village community. Village
officials are also responsible for the cleanliness of the Sipinsur Geosite.
There is also involvement of Village-Owned Enterprises (Bumdes) but it is
only limited to selling souvenirs such as screen-printed t-shirts with the
words Sipinsur, Ulos, Slendamg gorga, stoles and accessories (necklaces,
bracelets, key chains). However, souvenir sales are being suspended
because they still need to be re-evaluated. The community also contributes,
such as trading in the Sipinsur Geosite Area and as a photography service
provider.
5. For Pearung Village itself, does it have anything like agricultural
products or other things that could be used as branding for the
Sipinsur Geosite?
For old plants there are coffee and honey sweet oranges and young
plants such as corn and vegetables. But this cannot yet be part of the
Sipinsur Geosite branding, because the plants are already tied to Lintong
District.
Ellfrida, Harmoko
164
6. What are the aims and benefits of collecting levy fees at the Sipinsur
Geosite?
For tickets, or retribution fees, which cost IDR 1,000, - this is a
mandatory levy from the Regency Government which aims to develop and
maintain the Sipinsur Geosite. There are also parking tickets worth IDR
10,000 for cars and IDR 3,000 for motorbikes. Especially for parking lots,
the proceeds from collecting fees are used to pay the wages of the people
who guard the parking lot and the parking lot cleaners.
7. What if I suggest a motto to be the tagline for Geosite Sipinsur and I
will also make a logo to be the branding for Geosite Sipinsur?
We accept all ideas for developing the Sipinsur Geosite and Humbang
Hasundutan tourism. Is the motto "Topong Lush Lake Toba" suitable to be
used as the tagline for the Sipinsur Geosite? In my opinion, the Sipinsur
Geosite has a pine forest in the middle of which there is a road leading to a
place where we can look at the whole of Lake Toba. In my opinion, the
road in the middle of the pine forest is like the body of a pair of binoculars
and the top of the road is also covered by pine leaves and the end of the
road is also like the lens of binoculars, because we see the whole of Lake
Toba. There is also a meaning of the word lush, namely the leaves of the
pine trees.
Geosite Sipinsur doesn't have a tagline yet. Maybe we can discuss
this idea with the Regency Government and later we will socialize the
marketing of the Sipinsur Geosite using the tagline "Topong Lush Lake
Toba".
8. Which of these 2 logos is the choice for branding for Geosite
Sipinsur?
Figure 4, 5 Sipinsur Geosite Branding Logo Options
I have plans to implement the same thing as we enter the Gundaling and
Ajibata areas. At the entry post they collect fees and put small stickers on
our vehicle's rearview mirror. What if we apply the same thing?
I chose the first logo. And maybe we can implement the same thing but it
will have an impact on retribution costs which might increase. Because we
also need money to print the stickers.
2.Research Results Regarding Tourist Awareness of Sipinsur Geosite
Branding?
Figure 6. Respondents' Responses Regarding Interest in Humbang
Hasundutan Regency
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Figure 6. Respondents' Responses Regarding Interest in Humbang Hasundutan
Regency
Based on the diagram above, it can be concluded that many tourists
are interested in visiting/traveling to Humbang Hasundutan Regency.
Figure 7. Respondents' Responses Regarding the Tagline and Branding of
Humbang Hasundutan Regency
Based on the diagram above, it can be concluded that 66% of tourists
know the Tagline and Branding of Humbang Hasundutan Regency and
34% of respondents do not know it. This means that many tourists know
about the Tagline and Branding of Humbang Hasundutan Regency.
Figure 8. Respondents' Responses Regarding Taglines and Branding as Factors for
Visiting Humbang Hasundutan Regency
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Based on the diagram above, there were 60.4% of respondents who
stated that the Tagline and Branding were one of the reasons why the
respondents visited Humbang Hasundutan Regency and 39.6% said that
the Tagline and Branding had no effect. The number who say that taglines
and branding are influential still dominates, namely 60.4%, meaning that
there are still many tourists who are aware of the importance of a
destination or tourist attraction having a tagline and branding.
Figure 9. Respondents' Responses Regarding Interest in the Sipinsur
Geosite
Based on the diagram above, 98.1% of respondents said they were
interested in the Sipinsur Geosite, and 1.9% said they were not interested.
This means that many tourists are interested in visiting the Sipinsur
Geosite.
Figure 10. Respondents' Responses Regarding the Achievements of the
Sipinsur Geosite at the 2018 Anugrah Pesona Indonesia Event
Based on the diagram above, 71.7% of respondents knew about the
achievements of the Sipinsur Geosite and 28.3% did not know about it. So,
it was concluded that the 2018 Anugrah Pesona Indonesia (API) event
increased the popularity of Geosite Sipinsur.
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Figure 11. Respondents' Responses Regarding Whether the Sipinsur Geosite's
Achievement at the Anugrah Pesona Indonesia (API) Event is a Factor in Visiting
the Sipinsur Geosite
Based on the diagram above, 71.7% of respondents stated that the
achievements of Geosite Sipinsur at the Anugrah Pesona Indonesia event
were the background for visiting Geosite Sipinsur and 28.3% of
respondents said no. So, it can be concluded that the achievements of this
Geosite have increased marketing and the intensity of tourist visits to the
Sipinsur Geosite.
Figure 12. Respondents' Responses Regarding the Sipinsur Geosite, which is a
place to see Lake Toba from a height
Based on the diagram above, 96.2% of respondents stated that it was
true that the Sipinsur Geosite was the best angle for enjoying the beauty of
Lake Toba from a height.
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Figure 13. Respondents' Responses Regarding the Attachment of the Sipinsur
Geosite Branding to the Caldera of the King Branding
Based on the diagram above, 58.5% of respondents knew that the
Sipinsur Geosite Branding was still attached to the Caldera Of The King
Branding and 41.5% of respondents did not know. So, it can be concluded
that there are still many tourists who are aware of the importance of
branding. Therefore, the Sipinsur Geosite requires branding so that it has
an identity to be marketed and with branding it will certainly increase the
popularity of the Sipinsur Geosite.
Figure 14. Respondents' Responses Regarding Slogans That Are Appropriate to
Become Taglines and Branding for the Sipinsur Geosite
From this diagram, 58.5% of respondents stated that "Topong Lush
Lake Toba" was the appropriate motto as the tagline and branding of the
Sipinsur Geosite. Meanwhile, 41.5% of respondents stated that "Another
Charm of Lake Toba at Altitude" was worthy of being the Tagline and
Branding of the Sipinsur Geosite. So it was concluded that the dominant
choice was "Lake Toba Lush Binoculars".
Figure 15. Respondents' Responses Regarding the Logo That Will Become the
Identity of the Sipinsur Geosite
From the diagram above, 64.2% of respondents chose the second
logo to be the identity logo for Geosite Sipinsur, and 35.8% of respondents
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chose the first logo. So, it was concluded that the second logo was worthy
of being the identity logo for Geosite Sipinsur.
DISCUSSION
According to Kotler and Armstrong (2012:75) in Yogi Sumirat
(2015:22) "The marketing mix is a set of marketing tools that companies use
to continuously achieve company goals in the target market." The
components of the marketing mix are: product, price, place and promotion.
Geosite Sipinsur itself already has products such as souvenirs and tour
packages, although they still need further development. Likewise with
price and place. However, in this research, researchers focused on
promoting the Sipinsur Geosite. Because according to Armstrong and
Kotler, promotion aims (2015:452) include:
1. Promotions aim to encourage purchases with short-term
customers or improve long-term relationships.
2. Aims to encourage sales of goods and provide more inventory,
buy earlier or advertise company products and provide more shelf space.
3. To encourage purchases, reward customers, and motivate sellers.
According to Rampersad (2008:2) Branding is the process of creating
an identity that is related to assumptions, emotions and feelings of a certain
identity. Branding precedes marketing and sales. Marketing becomes
ineffective without a strong brand. According to Kotler (2009:32) Branding
aims to identify a product or service or group of sellers and differentiate it
from other brands. The Sipinsur Geosite itself does not yet have branding
and the branding is still attached to the Caldera Of The King branding. So
it is necessary to create branding from the Sipinsur Geosite in order to
improve marketing and create the existence of the Sipinsur Geosite because
a brand is a reputation, and a brand with a reputation is a promising brand
(Neumeier, 2003: 54). A person certainly does not only use rational factors
in choosing a product, but will definitely use emotional factors as well. A
person will look and compare prices and usability, but will ultimately
make an emotional decision. Branding is very important because it can
establish an emotional connection with customers.
If Geosite Sipinsur already has branding, it is hoped that the brand
will always be visible to the public or consumers for a long time. Of course,
this helps improve the marketing of the Sipinsur Geosite, increasing the
popularity and level of tourist visits to the Sipinsur Geosite. There are 3
things that are the goal in building a brand, namely forming perception,
building trust and building brand image (Neumeier 2003).
CONCLUSIONS AND RECOMMENDATIONS
Based on the results of research on Sipinsur Geosite Branding in
Marketing in Pearung Village, Paranginan District, Humbang Hasundutan
Regency by conducting interviews and giving questionnaires to 50
respondents, it was concluded that many tourists visit Humbang
Hasundutan Regency with the tagline and branding background of
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Humbang Hasundutan Regency, namely "Marudurudur Tu Humbahas”
and “Explore Humbahas”. So we can judge that marketing is ineffective
without a strong brand (Rampersad, 2008:2), which is true. Therefore,
Geosite Sipinsur must have its own branding in order to have a strong
identity or brand. Based on interviews and questionnaires, the motto "Lake
Toba Lush Binoculars" was considered to be the tagline and branding for
the Sipinsur Geosite, and the second logo was also chosen to be the logo or
identity of the Sipinsur Geosite. However, all decisions return to the
Pearung Village Government and the Humbang Hasundutan Regency
Government.
ADVANCED RESEARCH
Carry out routine maintenance on the Sipinsur Geosite, such as
maintenance on the boundary walls, gates, photo spots and toilets.
Implement clear and stated regulations. Because of the provisions written
or stated on the website that the Sipinsur Geosite provides a camping
ground, but the Sipinsur Geosite is closed at 18.00 WIB. After confirmation,
it turns out that when there are tourists who want to carry out activities,
they must first report it to the Village Officials and the Sipinsur Geosite
management. Immediately determine the Tagline and Branding of the
Sipinsur Geosite. Socialize the selected logo by starting to print the logo
into sticker form and start sticking it on the rearview mirror of the vehicles
of tourists visiting and parking at the Sipinsur Geosite. And researchers
hope that there will be no changes to parking fees and fees for tourists
because of the Sipinsur Geosite logo sticker. Adjust vehicle parking fees.
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