STRATEGI BRANDING TERHADAP PENINGKATAN PENGUNJUNG OLAHRAGA REKREASI PANJAT TEBING DAN HIGH ROPE DI ROCK AND ROPE BSD EXTREME PARK

JEREMIA PUTRA NATAN LUMBAN TOBING, . (2025) STRATEGI BRANDING TERHADAP PENINGKATAN PENGUNJUNG OLAHRAGA REKREASI PANJAT TEBING DAN HIGH ROPE DI ROCK AND ROPE BSD EXTREME PARK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Rock and Rope BSD Extreme Park merupakan salah satu destinasi wisata olahraga rekreasi yang berlokasi di kawasan BSD (Bumi Serpong Damai) City, Tangerang, Banten. Tempat ini menawarkan berbagai wahana olahraga ekstrem berbasis outdoor seperti panjat tebing, high rope, dan flying fox yang dirancang untuk dapat dinikmati oleh semua kalangan usia, mulai dari anak-anak hingga dewasa dengan mengedepankan aspek keselamatan, kenyamanan, dan kebersamaan keluarga, Rock and Rope BSD Extreme Park berupaya membangun citra sebagai tempat wisata olahraga ekstrem yang aman dan edukatif. Penelitian ini bertujuan untuk mengetahui dan menganalisis strategi branding yang diterapkan oleh Rock and Rope BSD Extreme Park dalam upaya meningkatkan jumlah pengunjung. Latar belakang penelitian ini didasari oleh pentingnya penerapan strategi branding yang efektif untuk memperkuat identitas merek, meningkatkan daya tarik wisata, serta menghadapi tantangan persaingan dan perubahan perilaku konsumen di era digital. Metode penelitian yang digunakan adalah metode kualitatif dengan pendekatan deskriptif, dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Informan penelitian meliputi pemilik, manajer, pekerja, dan pengunjung Rock and Rope BSD Extreme Park. Analisis data dilakukan dengan tahapan reduksi data, penyajian data, serta penarikan kesimpulan dan verifikasi. Hasil penelitian menunjukkan bahwa strategi branding Rock and Rope BSD Extreme Park dilakukan melalui empat elemen utama berdasarkan Teori Brand Expression yaitu brand positioning, brand identity, brand personality, dan brand communication. Pihak pengelola memposisikan Rock and Rope sebagai wisata olahraga ekstrem keluarga dengan fokus pada keselamatan dan pengalaman rekreasi yang menyenangkan. Identitas merek ditampilkan melalui logo, warna, dan slogan yang mencerminkan semangat petualangan, sedangkan komunikasi merek dilakukan melalui berbagai media digital seperti Instagram dan TikTok untuk menjangkau target pasar yang lebih luas. Upaya branding ini juga didukung oleh program kegiatan seperti free coaching, event kompetisi, serta pelayanan ramah yang memperkuat citra positif di mata pengunjung. Namun demikian, penelitian juga menemukan bahwa penurunan pengunjung pada periode 2024–2025 disebabkan oleh kurangnya inovasi dan tidak konsistenannya dalam pengelolaan media digital. Oleh karena itu, diperlukan peningkatan konsistensi branding, penguatan strategi pemasaran digital, serta pembaruan konsep kegiatan agar Rock and Rope BSD Extreme Park dapat terus menarik minat pengunjung di masa mendatang. Kata Kunci: strategi branding, brand expression, olahraga rekreasi, Rock and Rope BSD Extreme Park, peningkatan pengunjung. (*****) Rock and Rope BSD Extreme Park is a recreational sports tourism destination located in BSD (Bumi Serpong Damai) City, Tangerang, Banten. This attraction offers various outdoor extreme sports activities such as rock climbing, high rope, and flying fox, which are designed to be enjoyed by people of all ages, from children to adults. By emphasizing safety, comfort, and family togetherness, Rock and Rope BSD Extreme Park aims to build its image as a safe and educational extreme sports tourism destination. This research aims to identify and analyze the branding strategies implemented by Rock and Rope BSD Extreme Park in an effort to increase visitor numbers. The study is based on the importance of effective branding strategies in strengthening brand identity, enhancing tourism appeal, and addressing competition and changing consumer behavior in the digital era. The research uses a qualitative descriptive approach, with data collected through observation, interviews, and documentation. The informants include the owner, manager, employees, and visitors of Rock and Rope BSD Extreme Park. Data analysis was carried out through three stages: data reduction, data presentation, and drawing and verifying conclusions. The results of the study indicate that the branding strategy of Rock and Rope BSD Extreme Park is implemented through four main elements based on Brand Expression Theory: brand positioning, brand identity, brand personality, and brand communication. The park positions itself as a family-oriented extreme sports tourism venue focusing on safety and enjoyable recreational experiences. The brand identity is reflected through its logo, color scheme, and slogan representing adventure and enthusiasm, while brand communication is carried out via digital platforms such as Instagram and TikTok to reach a wider audience. Branding efforts are further supported by promotional programs such as free coaching, competitive events, and excellent service quality that strengthen the park’s positive image among visitors. However, the study also finds that the decline in visitor numbers during 2024–2025 was due to a lack of innovation and inconsistency in digital media management. Therefore, maintaining consistent branding, strengthening digital marketing strategies, and renewing activity concepts are crucial steps to sustain and increase visitor interest in the future. Keywords: branding strategy, brand expression, recreational sports, Rock and Rope BSD Extreme Park, visitor increase

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Heni Widyaningsih, S.E., M.SE. 2). Dr.Drs. Zulham, M.Si., MCE
Subjects:	Manajemen > Manajemen , Business Olah Raga dan Seni Pertunjukan > Pendidikan Olah Raga Olah Raga dan Seni Pertunjukan > Pendidikan Olah Raga > Aneka Olah Raga
Divisions:	FIO > Olahraga Rekreasi
Depositing User:	Users 31859 not found.
Date Deposited:	09 Jan 2026 03:43
Last Modified:	09 Jan 2026 03:43
URI:	http://repository.unj.ac.id/id/eprint/62959

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