SOCIAL ACCEPTANCE OF CITY BRANDING IN BANDUNG CITY USING THROUGH THE LENS OF SOCIAL MEDIA

• Main Author: Shakina Ramadhani, Indira
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67360
• Institution: Institut Teknologi Bandung

As a consequence of the shift in the practice of city branding to the form of public participation and the domain of regional and urban planning, encouraging the successful implementation of city branding, it is necessary to pay attention to and achieve social acceptance. In today's digital era, social media provides an opportunity to understand the conditions of acceptance of branding which is done more easily, responsively, and reactively. The city of Bandung has a high level of use of social media and has implemented city branding into several identities. The risk of rejection from the current Smart City and Thematic City branding practices in Bandung encourages the need to understand the conditions of social acceptance of city branding practices that have been running in Bandung so far. However, currently there is no empirical study that defines social acceptability extensively and comprehensively, especially by using the social media approach as a reliable tool to know urban dynamics in a responsive and reactive manner. This study aims to identify social acceptance of city brands as an effort to encourage the success of city branding efforts in Bandung City through a mixed-methods social media approach. The results of this study formulate nine variables and fourteen indicators in assessing the social acceptability of the city brand through social media. By knowing the characteristics of each component of the social acceptability variable for the city brand of Bandung, it can be identified that the degree of acceptance is at moderate acceptance which is in the range of risk of attitude change and the level of acceptance that has just reached the attitude level