ANALISIS PENGARUH CITY BRANDING KOTA BATAM TERHADAP BRAND ATTITUDE (Studi kasus pada stakeholder di Kota Batam)
Abstract: City branding is one
way to promote the image of a typical city through the physical form of the
city, government policies, advertising, so that a city can be known with a
unique identity that is only owned by the city in the world. This study uses
multiple stakeholders are local residents and business people in the city
Batam. The results showed that the factors that affect the city branding as a
residence city of Batam are factor of business opportunity, social bonding and
networking. The results showed that the factors affecting Batam city branding
for doing bussiness for groups of businesses are factor of business
opportunity, transportaion and networking.
Keywords: City Branding, brand
attitude, business opportunity, Cultural Activities, social bonding,
transportation and networking
Penulis: Lily Purwianti dan Yulianty Ratna Dwi Lukito
Kode Jurnal: jpmanajemendd140700
