City Branding: Pekanbaru Smart City Madani and Brand Hexagon Perspective

Mulianto, Budi and Rahman, Khairul and Rusadi, Sylvina and Firiansyah, Iranda (2021) City Branding: Pekanbaru Smart City Madani and Brand Hexagon Perspective. In: the 2 ND International Conference on Government and Public Affairs 2021 (ICOGPA2021), 6-7 April.

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Abstract

This paper examines in depth about Smart City Madani as the Identity of Pekanbaru City. The aim is to determine the effectiveness of Pekanbaru City Branding Smart City Madani in creating the identity of the city of Pekanbaru. The research method used in is the Mix Method approach, with an explanatory sequential, and an explorative type. To measure the effectiveness of city branding in Pekanbaru smart city madani, indicators of Presence, Place, Potential, People, Pulse, and Prerequisite are used as a conceptual framework proposed by Simon Anholt (2007). The results of the research are compiled based on six research indicators, First Presence, Pekanbaru city government is not maximal in socializing Pekanbaru City Branding Smart City Madani, Second Place, Public Space and Green Open Space provided by Pekanbaru City Government are still not used as supposedly by the community. Third Potential, to find a job in Pekanbaru City is quite difficult. Fourth, People, the community supports the realization of Pekanbaru Smart City Madani. Fifth Pulse, Pekanbaru City has various characteristics. And the six Prerequisite, Pekanbaru City Government has optimized Pekanbaru City Infrastructure. The conclusion of this study is that the implementation of City Branding "Pekanbaru Smart City Madani” is still not effective, because there are still some indicators that have not been achieved, such as Presence, Place, Potential.

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