CITY BRANDING PADA PEMERINTAHAN KOTA (Studi Deskriptif Kualitatif slogan “Kota Karismatik Madiun”)

Shaffira Nabilla Azmir, NIM. 15730004 (2020) CITY BRANDING PADA PEMERINTAHAN KOTA (Studi Deskriptif Kualitatif slogan “Kota Karismatik Madiun”). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Every city needs an image to be able to compete with other cities. City branding is one of the efforts used so that an area can display its potential to outsiders to get a positive image. Through the Office of Communication and Information and the Office of Culture, Tourism, Youth and Sports, the City of Madiun carries out a city branding strategy through the slogan "Madiun City Charismatics". This research is qualitative research with a descriptive approach that uses in-depth interview techniques and observation in data collection. Also, secondary data is obtained to get better data quality through documentation techniques obtained from several speakers from various groups. The results of this study are city branding in Madiun City following the four steps of city branding proposed by Andreas Insch, namely identity, objective, communication, and coherence. "Kota KarismtaikMadiun" is a slogan that shows the potential and assets of the City of Madiun, namely culture and history in its Human Resources. Besides, the City of Madiun aims to showcase its potential and provide a positive image. For its forms of socialization, Kota Madiun uses a variety of print and electronic media and is carried out consistently to be more acceptable to the minds of the people.

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