Strategi Branding Community Duta Muda Sidoarjo Melalui Program Pendidikan Karakter di SMA Kabupaten Sidoarjo. (Community Branding Strategy of Sidoarjo Youth Ambassadors Through Character Education Program at Sidoarjo Regency High School).

Ciptaningsih, Anggun Nur (2024) Strategi Branding Community Duta Muda Sidoarjo Melalui Program Pendidikan Karakter di SMA Kabupaten Sidoarjo. (Community Branding Strategy of Sidoarjo Youth Ambassadors Through Character Education Program at Sidoarjo Regency High School). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In an organization, branding community has a very important role in improving the image and high reputation in the eyes of the community. The main function of the branding community in the organization is to introduce the organization in the outside community so that it is known and gets a positive image from the community. Community branding strategies require activities to develop a good reputation in the community. Sidoarjo Youth Ambassador is a youth organization assisted by the Sidoarjo Regency Youth, Sports and Tourism Office which is engaged in character education. However, Sidoarjo Regency still lacks the knowledge of character education. Seeing this phenomenon, the author is interested in examining how the branding strategy of the Sidoarjo Youth Ambassador community through the character education socialization program in Sidoarjo Regency High School. this research uses descriptive qualitative design. the data collection techniques used are in-depth interviews and observations. The data validity test was carried out using source triangulation. The research results show that the branding strategy of the Sidoarjo Youth Ambassador community through the character education socialization program at Sidoarjo Regency High School is carried out using impression management theory including ingratiation, self-promotion, exemplification and intimidation strategies. The supplication strategy was not carried out. The results of all these strategy were then analyzed using boundary spanning theory. From the strategies used for the success of the socialization program carried out with external parties.

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