City Branding dan Penduduk Kota:(Studi Korelasi antara City Branding dan Consumer -Based Brand Equity Sparkling Surabaya dalam Benak Penduduk Kota Surabaya)

Nadia Makhya Azhari , Budi Irawanto

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Globalization era drives the world to be complex and competitive. It can be seen at so many different levels, in the industrial world or companies, countries, regions even in city levels. Competition between cities around the world have specific purpose such as increasing the demand on the investment, attracting human resources to enter and work in the city, and tourism purposes. Along with the development within marketing science, the competition between cities facilitated with the concepts to help the city authorities to market their city and to enter or survive in competition. One of the concepts used to market the city is city branding policy. The residents of the city is one of city’s stakeholder whom contribute to the city brand implementation process. People of the city forms characteristics that can be used to develop the image of the city. The people is also consumer and target from a city brand. The object of this undergraduate thesis research is the people themselves especially people of Surabaya. the aim of this research is to know how people of Surabaya respond to city brand ‘Sparkling Surabaya’ that have been implemented for a long time. This research is written with the framework of branding concept, especially city branding and brand equity. Brand equity is used to capture the people response about city brand ‘Sparkling Surabaya’. This research conducted with survey technique to cover the research object. The findings are quite interesting. One of the finding is, although the city brand ‘Sparkling Surabaya’ has been implemented for such a long time, it still remain in people’s mind. And it’s good, all the work to do by Surabaya’s City Government is to keep branding Surabaya so that the city brand will be a effective attempt to invite people to come to this city. Tags : city brand, CBBE, Sparkling Surabaya, Masyarakat Kota Surabaya.

Kata Kunci : Iklan - Merk