CITY BRANDING ATTRIBUTES DEVELOPMENT: WORKERS AND STUDENTS PERPECTIVES

Abstract

Lack of success in achieving the objectives of city branding activities is mainly due to the exclusion of the citizens as one of the city brand stakeholders. Launching of the city brand as if it is only temporary and has no impact on the improvement of the city, as well as the stakeholders directly. Hopes of stakeholders to live in a city that is ideal for them to be not true. This study aimed to generate attribute the establishment of city branding considering more specific stakeholders, namely the workers and students. Six main dimensions of city branding were identified are: Place Charactersitics, Place Inhabitants, Place Business, Place Quality, Place Familiarity, and Place Hitory. Principal Component Analisis (PCA) method was used to extract the 79 attributes of these six dimensions. Validation of the constructs of these attributes was conducted using responses from 214 workers and students from the city of Semarang, Surakarta, and Pekalongan by a combination of exploratory factor analysis and structural equation modeling. The process resulted in an instrument that measures 17 unidimensional factors within the six city branding dimensions.

Keywords:  Branding, City Marketing, Attributes Development