ANALISIS REPOSISI DAN REBRANDING KOTA MALANG

Abstract

City Branding has a function as an umbrella that covers all characteristics of the life and activities of the city and can be understood as generating expectations in the city of actual and potential users of the mind and ensuring that these expectations are fulfilled in the way people understand a city. The purpose of this analysis is to explore the potential of existing regions or brand image that is circulating in the middle of the Malang City area, namely the evaluation of the brand that has been developed by Malang City, Road Map or Malang City brand development plan, and the availability of media branding needs used to support the Malang City brand. The benefits of city branding are to increase the number of tourists coming, increase the amount of incoming investment, gain trust and credibility from investors, work more effectively with other stakeholders, increase political role, increase the pride of the people who settle, work, or study and make an impact on 'the area origin 'of a product or service. The methods used in this analysis are research methodology, sampling methodology, and data analysis methodology. Research methodologies include Face-to-Face Interview and In-Depth Interview. Sampling methodology includes Purposive Sampling and Simple Random Sampling (home-to-home) using PAPI (Paper-Assisted Personal Interview) method for data collection. In addition, data analysis methodology used Cross Tabulation Advance Analysis: Thurstone, and Likert Scale. The number of respondents in this study was 315 respondents consist of residents of Malang, migrants, tourists, business people, city government, and community leaders.