Lestari, Nadya Tri Ayu Fanthie (2023) Analisis Tingkat Pengetahuan Masyarakat Terhadap Branding “siak The Truly Malay”. Other thesis, Universitas Islam Riau.

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Abstract

The community in general played a very important role in implementing city branding, because the community reflected the characteristics that made the city unique. These characteristics would later determine the image of the city that would have formed and presented to the wider community. Aparted from that, the community was also an important factor in implementing city branding, because the community was none other than one of the parties who participate in efforts to built the city brand. So the success of city branding willed been largely determined by the public's sensitivity and knowledge about the image of their city. This researched aimed to analyze the leveled of public knowledge regarding the branding "Siak the Truly Malay" This researched used a quantitative descriptive method to identified the elements that formed city branding in Siak Regency used descriptive analysis techniques, then identified the brand activation city branding that had carried out by the Siak Regency Government using descriptive analysis, then analyzing the leveled of public knowledge of the branding "Siak The Truly Malay” with a scoring analysis technique using a Likert scale model. The results showed are that: 1) There was a lot of tourism potential that could supported the formation of city branding, such as historical tourism, cultural tourism, natural tourism, artificial tourism, and sports event tourism, apart from that, there was also typical SiakRegency culinary delighted and typical Siak Regency arts. 2) The Siak Regency Tourism Office had carried out 4 typed of brand activation, namely direct marketing activation, social media activation, marketing event activation, and sponsorship activation. 3) The leveled of knowledge of the public and tourists regarding the branding "Siak The Truly Malay" included in the not knew category.

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