PERBANDINGAN KINERJA CITY BRANDING SWK DI KOTA BANDUNG DARI ASPEK FUNGSIONAL DAN PERSEPSI MASYARAKAT MELALUI PEMANFAATAN BIG DATA CROWDSOURCING (STUDI KASUS: PEMBANGUNAN WILAYAH BANDUNG BARAT DAN WILAYAH BANDUNG TIMUR)

• Main Author: Adnan Fauzan Al-Harits, Ghifary
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67261
• Institution: Institut Teknologi Bandung

The city of Bandung has developed since its formation until now, which can be seen in the East Bandung area as its expansion area. Efforts to promote and prioritize the development of East Bandung area and the determination of PPK Gedebage have been included in Bandung City Spatial Plan (RTRW) for 2011-2031 and also included in Bandung City Development Plan (RPJMD) for 2018-2023 in order to reduce the service load of PPK Alun-Alun in West Bandung area. In spatial planning objectives of Bandung City Detailed Spatial Plan (RDTR) for 2015-2035, each SWK has implemented a city branding idea that may be utilized as a guide for spatial planning and realization while boosting its competitiveness. This study aims to compare the performance of city branding between East Bandung area as a development-driven area and West Bandung area as a development-controlled area. Based on the concept of city branding which emphasizes people’s participation who live in the city as well as the development of PPGIS and big data crowdsourcing in planning, this study uses POI OSM data and geolocated tweets that represent functional aspect and people’s perception. The analysis method is mixed method through pseudo evaluation approach and a reference to the city branding evaluative framework. The results of the analysis show the performance of SWK city branding in West Bandung area which in general has a unique identity from the functional aspect and the location of tweets that provide perceptions related to brand even though the city image in the form of public sentiment towards all brand topics is still negative. The implementation of city branding in West Bandung area is superior to the East Bandung area which is still in the process of creating an identity for its functional aspects that in line with its effort to improve spatial embodiment so that future developments can potentially increase the city attractiveness. Therefore, to optimize the implementation of city branding, it is necessary to reconsider the goals and brand identity in a participatory manner followed by improving service quality in order to attract the public.