THE FAILURE OF BRANDING AND SOCIAL RELATIONSHIP IN THE DEVELOPMENT OF MAJAPAHIT HOUSE IN BEJIJONG TOURISM VILLAGE

Majapahit house is a homestay with Majapahit architecture in the tourist village of Bejijong, Mojokerto district, part of the concept of a tourist area in one multi-product village. Infrastructure has been repaired, cooperation has also been carried out with various parties. The construction of Majapahit houses using district and provincial budgets is expected to provide optimal service to tourists to enjoy the atmosphere of the past. Marketing through promotions has been carried out, but it has not shown significant results so far. This study looks at these problems through an exploratory approach to marketing communications. Homestay service products, marketing relations, and power relations in management that are running are not profitable for the development of the Majapahit homestay business. The results of research conducted using a qualitative approach through exploratory methodology show that there are weaknesses in marketing communications that are not carried out on an ongoing basis. The service product in the form of a Majapahit house is not able to provide sensational value in the minds of customers. Through observations and key informants, it turns out that there is an unequal relationship between the local government and the Majapahit housekeepers. In conclusion, the products offered do not give the exoticism of a Majapahit house with the feel of a Majapaahit house. Marketing communications are not carried out in an integrated and coordinated manner. Unprofessional management due to paternalistic power relations within the government bureaucracy. The first recommendation put forward is to build the atmosphere of the Majapahit house in the past in one area. Second, Management must be carried out by a professional institution. Third, building an integrated marketing communication system and building a relational business network

Keywords:Branding, structural relations, the atmosphere of the past