Proceedings of the 1st Padjadjaran Communication Conference Series, PCCS 2019, 9 October 2019, Bandung, West Java, Indonesia

Research Article

ANALYSIS OF LOCAL BRANDING TO DEVELOP PLACE BRANDING OF PURWAKARTA REGENCY

  • @INPROCEEDINGS{10.4108/eai.9-10-2019.2291047,
        author={Susie  Perbawasari and Susanne  Dida and Aat Ruchiat Nugraha and Achwan Noorlistyo Adi and Aang  Koswara},
        title={ANALYSIS OF LOCAL BRANDING TO DEVELOP PLACE BRANDING OF  PURWAKARTA REGENCY},
        proceedings={Proceedings of the 1st Padjadjaran Communication Conference Series, PCCS 2019, 9 October 2019, Bandung, West Java, Indonesia},
        publisher={EAI},
        proceedings_a={PCCS},
        year={2020},
        month={1},
        keywords={local branding place branding sundanese character purwakarta regency},
        doi={10.4108/eai.9-10-2019.2291047}
    }
    
  • Susie Perbawasari
    Susanne Dida
    Aat Ruchiat Nugraha
    Achwan Noorlistyo Adi
    Aang Koswara
    Year: 2020
    ANALYSIS OF LOCAL BRANDING TO DEVELOP PLACE BRANDING OF PURWAKARTA REGENCY
    PCCS
    EAI
    DOI: 10.4108/eai.9-10-2019.2291047
Susie Perbawasari1,*, Susanne Dida1, Aat Ruchiat Nugraha1, Achwan Noorlistyo Adi1, Aang Koswara2
  • 1: Padjadjaran University, Indonesia
  • 2: Ludwig-Maximilians University, Indonesia
*Contact email: susie.perbawasari@unpad.ac.id

Abstract

The existence of a brand becomes essential in building the identity of a product or service of an institution. One form of a brand strategy used to support the increasing number of tourist destinations is place branding. This branding strategy can also be implemented to support the aspects of regional development. The expected aim is to provide a positive image and reputation for the development progress that is being carried out by the regional government. Purwakarta Regency is one of the districts that is active in the development process based on a Sundanese cultural character, which has been initiated and carried out since the leadership of Regent Dedi Mulyadi until now. It is conducted to translate the vision and mission of the district government. This research uses a quantitative method with questionnaires as the data collection instrument. The results show that the community considers that Purwakarta Regency’s development has shown regional identity that can have a positive impact on Purwakarta regency. It is indicated by the presence and characteristics of Sundanese in the pattern of development in infrastructure and mental character within the Purwakarta district government environment. The conclusions in this study indicate that as many as 52% of the respondents state that Purwakarta regency has a unique place branding characteristic that characterizes a strong Sundanese so that it receives a positive response from the community.