ANALISIS PERSEPSI STAKEHOLDER TERHADAP KINERJA CITY BRANDING KOTA MEDAN

• Main Authors: , WILLY IRAWAN, , Yulia A. Widyaningsih, M.B.A., Ph.D.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2014
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/134434/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=76987
• Institution: Universitas Gadjah Mada

Marketing places as a popular approach and essential instruments to strengthen the region's economy and global competitiveness are growing rapidly in the last decade. The concept of marketing places will rely heavily on how to build, communicate and manage the image of a city. Therefore, the object of city marketing is the city image will eventually be a starting point in developing a city branding. Since January 2012, the city of Medan is one of region in Indonesia that use the marketing approach through city branding: This is Medan. A logo representing the brand along with the characteristics of the population which welcome visitors and are expected to provide benefits as its philosophical to attract tourists, value of investment or relocation of people to settle in the city of Medan. This study aims to explore how the performance of city branding to the flow of tourist arrivals and the value of investments in Medan by using a quantitative approach and sharpened with the results of the qualitative analysis. The result is that the average tourist arrivals after city branding greater than the average tourist arrivals before the city branding, while the average value of an investment before and after the city branding is not significantly different. This is the basis to state that the performance of Medan city branding is still not optimal. Some of the causes that constrain the performance of city branding have been identified, among others, the brand is still weak due to not fully represent the potential, which does not involve the creation process stakeholders, not implemented in focus, systematic and interesting, lack of institutional support and are not guided within a strategic plan. Singapore and George Town are the two areas which serve as benchmarking and success stories carried by the two regions using city branding to attract tourists. Using the AC2ID test to identify gaps in the performance of city branding. The result is the city of Medan has lost its essence as a brand, to distinguish fundamental Medan with its competitors. A city branding to be honest so communicated identiy in accordance with actual identity. Against these results, it is expected the city of Medan need to immediately take action against the city branding is innovative, if it does not want Medan got an identity crisis in the future. Instead, researcher believe that Medan has great potential into a brand that is controlled by the city government with a focus on stakeholder involvement and physical environment improvement. If this is implemented, it will create a trust (external) and ownership (internal) for the city of Medan. Key Words: City Branding, Tourists, Investment, Test AC2ID, Actual Identity, Conceived Identity, Communicated Identity, Ideal Identity, Desired Identity, Brand Awareness, Cuisine, Heritage