Pengaruh City Branding Terhadap City Image (Studi Pencitraan Kota Solo: ‘The Spirit of Java’)
ABSTRACT: William Shakespeare
said “What is the city but the people?” There is always a reason for someone in
determining a city as a place to live or tourism destination. The increasing of
tourism arrival after global economic crisis and the growth of tourism trends
makes various cities around the world use city branding as the management of
city image, including cities in Indonesia. This fact leads us to a question:
does city branding have a significant effect to motivate target audience to
visit the city or even to live there? This research was conducted to determine
the effect of branding towards the city image of Solo. Different with other
cities in Indonesia, the management of Solo’s city branding is synchronized
with governmental programs. Besides that since city branding implemented, Solo
won many awards in tourism sector, and is being a city with the highest tourist
length of stay among ex-Residence of Surakarta. City Branding Hexagon is used
to measure the effectiveness of a city’s branding effort and its evaluation.
Elaboration Likelihood Model completing this research in analyzing the ability
of message elaboration from target audience of city branding. Quantitative
methods used to measure the effect of city branding towards city image. 214
respondents participated in this research. The result shows that there is a
positive, strong and significant relationship between city branding and city
image variables. Based on the significance point in linear regression analysis,
it can be concluded that city branding has a positive and significant effect
towards city image.
Keywords: City Branding,City
Image, City Branding Hexagon, Elaboration Likelihood Model
Penulis: Ratu Yulya Chaerani
Kode Jurnal: jpkomunikasidd110056
