PENGARUH CITY BRANDING "CHARMING PALEMBANG" TERHADAP CITRA KOTA PALEMBANG (STUDI PADA MAHASISWA PERANTAU FISIP UNSRI KAMPUS PALEMBANG ANGKATAN 2017-2018)

OKTAVIANTI, DEVANI and Lionardo, Andries and Musdalifah, Farisha Sestri (2021) PENGARUH CITY BRANDING "CHARMING PALEMBANG" TERHADAP CITRA KOTA PALEMBANG (STUDI PADA MAHASISWA PERANTAU FISIP UNSRI KAMPUS PALEMBANG ANGKATAN 2017-2018). Undergraduate thesis, Sriwijaya University.

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Abstract

This study entitled “The effect of City Branding Charming Palembang with on the image on Palembang city (Study on Overseas Students at Fisip Unsri Palembang Class of 2017-2018). The formulation of the problem in this study is whether there is an effect of city branding "charming Palembang" on the image of the city of Palembang and how much influence city branding "charming Palembang" has on the image of the city of Palembang. The theory used in this study is the city branding hexagon theory according to Simon Anholt and the city image theory according to Freddy Rangkuti. This study uses quantitative research methods. The data analysis technique used quantitative descriptive analysis techniques and explanative analysis techniques using simple linear regression. The result showed that the influence of city branding "Charming Palembang" showed a significant effect on the city image variable of 0.892 or 79.5%. The hypothesis is accepted because the hypothesis testing shows the value of t count is greater than t table at a significant level of 5% with a comparison of 17.393 > 1.664. This means that there is an influence between the "charming Palembang" city branding on the image of the city of Palembang.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Pengaruh, City Branding, Kota
Subjects:	H Social Sciences > HN Social history and conditions. Social problems. Social reform > HN50-995 By region or country
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Mrs. Devani Oktavianti
Date Deposited:	26 Aug 2021 04:51
Last Modified:	26 Aug 2021 04:51
URI:	http://repository.unsri.ac.id/id/eprint/52687

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