Analisis Pengaruh City Branding Kota Batam terhadap Brand Attitude (Studi Kasus pada Stakeholder di Kota Batam)

Abstrak

Abstract: City branding is one way to promote the image of a typical city through the physical form of the city, government policies, advertising, so that a city can be known with a unique identity that is only owned by the city in the world. This studyuses multiple stakeholders are local residents and business people in the city Batam. The results showed that the factors that affect the city branding as a residence cityof Batam are factor of business opportunity, social bonding and networking. The results showed that the factors affecting Batam city branding for doing bussiness for groups of businesses are factor of business opportunity, transportaion andnetworking.Keywords: City Branding, brand attitude, business opportunity, Cultural Activities, social bonding, transportation and networking.