Rebranding Strategy Center Of Pottery As Tourism Iconic: Case In Indonesia

The purpose of this research is to identify internal and external factors in developing the rebranding of the Pottery Center in Indonesia strategy to become an iconic tourism. This study took the case in Purwakarta and Yogyakarta, which are two of the largest number of pottery centers in Indonesia. The approach of this research is a mixed method, which is an approach to quantitative and qualitative research, with a descriptive research type. Data collection with a qualitative approach is carried out through in-depth interviews with business actors in the pottery center, buyers and surrounding communities. In addition, also carried out observation and study of documents. In a quantitative approach, a questionnaire is used as a data collection technique. Quantitative and qualitative approaches are carried out simultaneously. Based on research results are identified internal stable quality of raw materials and unique products and different inventory management flaws, while external factors are optimizing government support, especially local government and providing additional working capital through credit for business development. It can be concluded the formulation of the rebranding strategy of the Pottery Center in Indonesia is by market penetration, market development, and product development.