Tingkat Kinerja Implementasi City branding “Solo, The Spirit of Java” di Kota Surakarta
Abstract
Abstract. City branding aims to create a positive image and attractiveness of the city, attract tourists, investment, as well as promote economic growth and overall development of the city. Surakarta is identified as one of the cities that has implemented a city branding strategy, as a cultural city with the slogan “Solo, The Spirit of Java”. However, there is no research that identifies the performance in implementing the city branding “Solo, The Spirit of Java”. Meanwhile, branding should involve sustainable and integrated management, not just a logo or slogan. Therefore, this research aims to identify the level of performance in implementing the city branding “Solo, The Spirit of Java” in Surakarta City. This research uses a qualitative approach, with the delphi method to collect assessments from respondents of the Surakarta City Government. The indicators used to assess were prepared using the theoretical approach of the City Brand Management (CBM) Model (Gaggiotti, 2008). The data collection methods used were questionnaires and interviews. The results of this study indicate that in general, the performance in implementing the city branding “Solo, The Spirit of Java” of Surakarta City is sufficient with a score of 3.17 on a scale of 1-5, which consists of a good value of the cultural element aspect; a sufficient value of the aspects of infrastructure development, community empowerment, policy, governance, monitoring and evaluation, and stakeholder synergy; and a poor financing aspect. This research is expected to provide an overview of the existing performance in implementing city branding in Surakarta City.
Abstrak. City branding bertujuan untuk menciptakan citra positif dan daya tarik kota, menarik wisatawan, investasi, serta memajukan pertumbuhan ekonomi dan pembangunan kota secara keseluruhan. Surakarta diidentifikasi sebagai salah satu kota yang telah menerapkan strategi city branding, sebagai kota budaya dengan slogan “Solo, The Spirit of Java”. Meski demikian, belum ada penelitian yang mengidentifikasi kinerja dalam pengimplmenetasian city branding “Solo, The Spirit of Java”. Sedangkan branding seharusnya melibatkan manajemen yang berkesinambungan dan terintegrasi, bukan hanya sekedar logo ataupun slogan. Maka dari itu, penelitian ini bertujuan untuk mengidentifikasi tingkat kinerja dalam pengimplementasian city branding “Solo, The Spirit of Java” di Kota Surakarta. Penelitian ini menggunakan pendekatan kualitatif, dengan metode delphi untuk menghimpun penilaian dari responden Pemerintah Kota Surakarta. Indikator yang digunakan untuk menilai disusun dengan menggunakan pendekatan teoritis mengenai City Brand Management (CBM) Model (Gaggiotti, 2008). Adapun metode pengumpulan data yang digunakan dengan menggunakan kuesioner dan wawancara. Hasil penelitian ini menunjukkan bahwa secara umum kinerja dalam pengimplementasian city branding “Solo, The Spirit of Java” Kota Surakarta sudah cukup dengan skor 3,17, yang terdiri dari penilaian aspek unsur budaya yang baik; aspek pengembangan infrastruktur, pemberdayaan komunitas, kebijakan, tata kelola pemerintahan, monitoring dan evaluasi, dan sinergitas pemangku kepentingan yang cukup; serta aspek pembiayaan yang masih kurang baik. Penelitian ini diharapkan dapat memberikan gambaran mengenai kinerja eksisting dalam pengimplementasian city branding di Kota Surakarta.
References
Mihardja EJ, Mulyasari P, Widiastuti T, Bintoro BK. Strategi City Branding, [Internet]. Slims.Bakrie.Ac.Id. Jakarta: Penerbit Universitas Bakrie; 2020. 123–154 p. Available from: www.bakrie.ac.id
Kavaratzis M. From city marketing to city branding: Towards a theoretical framework for developing city brands. Vol. 1. Henry Stewart Publications; 2004.
Merrilees B, Miller D, Herington C. City branding: A facilitating framework for stressed satellite cities. J Bus Res. 2013 Jan;66(1):37–44.
Ashworth G, Kavaratzis M. Beyond the logo: Brand management for cities. J Brand Manag. 2009 Jul;16(8):520–31.
Gaggiotti H, Low Kim Cheng P, Yunak O. City brand management (CBM): The case of Kazakhstan. Place Brand Public Dipl. 2008 May;4(2):115–23.
Hanna S, Rowley J. Towards a strategic place brand-management model. J Mark Manag. 2011 May;27(5–6):458–76.
Sardanto R, Meilina R, Muslih B. Membangun Persepsi Publik Melalui City Branding. Fakultas Ekonomi Universitas PGRI Kediri. 2018.
Nursanty E, Alie Syahbana J, Suprapti A. Using City Branding as the Part of the Intersection Point of Modernization and Tradition. Case Study: Surakarta City (Solo), Indonesia. SHS Web Conf. 2018;41:04001.
Mumtazia LA, Saputra A. City Branding Kota Surakarta: Peran Arsitektur Dalam Pembentukan Ekspresi Kota. Semin Ilm Arsit II. 2021;8686.
Fatah AN, Yuniningsih T. Efektivitas Organisasi Badan Promosi Pariwisata Daerah Surakarta (BPPDS). Dep Adm Publik Fak Ilmu Sos dan Ilmu Polit Univ Diponegoro [Internet]. 2019;53(9):1689–99. Available from: www.surakarta.go.id
Budi Laksana P, Said A. STRATEGI PEMASARAN PARIWISATA KOTA SURAKARTA MELALUI CITY BRANDING (Studi pada Dinas Pariwisata & Kebudayaan Kota Surakarta). Vol. 3, JAP). 2015.
Sertakova EA, Koptseva NP, Kolesnik MA, Libakova NM, Luzan VS, Sergeeva NA. International Review of Management and Marketing Brand-management of Siberian Cities (Krasnoyarsk as a Case Study). Int Rev Manag Mark | [Internet]. 2016;6(S5):185–91. Available from: http:www.econjournals.com
Budi Laksana P, Said A. Strategi Pemasaran Pariwisata Kota Surakarta Melalui City Branding (Studi pada Dinas Pariwisata & Kebudayaan Kota Surakarta). Vol. 3, JAP). 2015.
Sertakova EA, Koptseva NP, Kolesnik MA, Libakova NM, Luzan VS, Sergeeva NA. International Review of Management and Marketing Brand-management of Siberian Cities (Krasnoyarsk as a Case Study). Int Rev Manag Mark | [Internet]. 2016;6(S5):185–91. Available from: http:www.econjournals.com.
Halimah Nurhasanah, & Sri Hidayati Djoeffan. (2023). Kajian Penerapan Konsep Compact City di Kecamatan Cilandak, Jakarta Selatan. Jurnal Riset Perencanaan Wilayah Dan Kota, 97–106. https://doi.org/10.29313/jrpwk.v3i2.2730.
