Public Perception of ITB STIKOM Bali Kampus Jimbaran’s Brand Image

Abstract

ITB Stikom Bali is considered a product that can be branded through the image of a company (company branding). This is increasingly realized, seeing the development of the campus not only from a physical perspective but also from a non-physical perspective. ITB Stikom Bali has 2 faculties and 5 departments. ITB Stikom Bali has 3 campuses: Renon, Jimbaran, and Abiansemal. Jimbaran is one of the areas in Bali that is a tourist attraction. Jimbaran is famous for beach tourism and the Garuda Wisnu Kencana Statue. In addition, Jimbaran is very close to the airport, so foreign tourists have no trouble visiting Jimbaran. Technological developments in the tourism sector have made ITB Stikom Bali, especially the Jimbaran Campus, open a concentration in the tourism sector with e-tourism. The concentration of e-tourism will combine the concept of tourism packaged with technology. This research was conducted to determine the public's perception of the Brand Image of ITB STIKOM Bali, especially at the Jimbaran Campus after the opening of the e-tourism constellation. The population in this study is the community in Jimbaran village, amounting to 50 people. This research uses a descriptive qualitative approach. The data collection technique used is the method of observation, interviews, and documentation. The results showed that almost all respondents described a positive perception of the opening of the e-tourism construction at ITB Stikom Bali, Jimbaran Campus because it provided new job opportunities in the tourism world.