UPAYA CITY BRANDING KOTA PRABUMULIH SEBAGAI KOTA NANAS OLEH PEMERINTAH KOTA PRABUMULIH

PUTRI, GHAITZA ANJALI GHAVINIA and Budiyanto, Muhammad Nur (2024) UPAYA CITY BRANDING KOTA PRABUMULIH SEBAGAI KOTA NANAS OLEH PEMERINTAH KOTA PRABUMULIH. Undergraduate thesis, Sriwijaya University.

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Abstract

Efforts to introduce the city by branding through identity formation. City branding is carried out based on the superior potential of a city. Prabumulih City is a city that has superior potential in the pineapple fruit agricultural sector. This research was conducted to find out the city branding efforts of Prabumulih City as a pineapple city carried out by the Prabumulih City Government. The method used in this research is a descriptive-qualitative research method with data collection techniques through interviews, observation, and documentation. The data obtained was analyzed using data analysis techniques according to Miles, Huberman, and Saldana. This research uses Sugiarsono's (2009) city branding theory with four variables, namely attributes, message, differentiation, and ambassadorship. The results of this study indicate that Prabumulih City's city branding efforts as a pineapple city have been running quite well. This is based on the findings of efforts to improve and develop infrastructure to support tourism potential, improve the quality of human resources, create product innovations such as uniqueness and differentiation, and empower communities. However, several things have not been maximized by the Prabumulih City Government in implementing city branding.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Upaya, City Branding, Kota Prabumulih
Subjects:	J Political Science > JF Political institutions (General) J Political Science > JF Political institutions (General) > JF1338-2112 Public administration J Political Science > JF Political institutions (General) > JF20-2112 Political institutions and public administration J Political Science > JF Political institutions (General) > JF225-619 Organs and functions of government
Divisions:	07-Faculty of Social and Politic Science > 63201-State Administration (S1)
Depositing User:	Ghaitza Anjali Ghavinia Putri
Date Deposited:	04 Apr 2024 05:03
Last Modified:	04 Apr 2024 05:03
URI:	http://repository.unsri.ac.id/id/eprint/143120

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