Opini Umat Hindu Indonesia Dalam Membangun Brand Image Candi Prambanan Sebagai Pusat Rumah Ibadah Dunia

Abstract

The existence of Prambanan Temple is a world heritage that must be preserved by all Indonesian citizens, especially Hindus. However, various steps taken have not received a positive image from the community and even visitors. This study presents two main problems (1) The opinion of Indonesian Hindus regarding Prambanan Temple as a world worship center and (2) Efforts by the Hindu community to build the brand image of Prambanan Temple as a world worship center. The theory used in this study is the theory of meaning and brand image theory with a qualitative analysis method that collects data using interviews with informants and analysis techniques ranging from data reduction, presentation, and conclusions. The main findings include the appreciation of Hindus towards Prambanan Temple which has been recognized by UNESCO as a World Cultural Heritage and a religious symbol that unites people. And the second finding, various strategic efforts were identified, such as packaging international events (eg Mahasiwaratri and Abhiseka), increasing publication through social media, and cooperation between ministries to promote Prambanan Temple. This finding shows the theoretical implication that the existence of Prambanan Temple requires a positive image built by all Hindus and their supporting elements. This study also provides implications that a positive image starts from the Prambanan temple management, local government, central government and support from all Hindus and Indonesian people as part of the world's cultural heritage.