ABSTRAK
Skripsi ini membahas kebijakan kenaikan Nilai Sewa Reklame di KotaBandar Lampung di tahun 2011. Permasalahan yang muncul adalah banyaknyapenyelenggaraan reklame di Kota Bandar Lampung. Penyelenggaran reklamebanyak, namun penerimaan Pajak Reklamenya sedikit. Pemerintah Kotamelakukan formulasi kebijakan kenaikan Nilai Sewa Reklame (NSR). Tujuan daripenelitian ini adalah untuk mengetahui formulasi kebijakan kenaikan NSR di KotaBandar Lampung. Metode penelitian yang digunakan adalah pendekatankualitatif.Hasil penelitian yaitu formulasi kebijakan kenaikan melewati beberapatahapan yaitu pengidentifikasian masalah, agenda kebijakan, dan formulasiproposal kebijakan. Peneliti menyimpulkan bahwa keputusan yang dihasilkandalam formulasi proposal kebijakan tidak tepat karena tidak berdasarkan analisispotensi Pajak Reklame.

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Abstract
This undergraduate thesis discusses the increasing Advertising Rent Valuepolicy in Bandar Lampung Municipality which occurred in 2011. The problem isbecause there is large amount of billboards in the municipality of BandarLampung. The fact that there is a massive billboards in Bandar Lampung areinconsistent with the Advertising Tax revenue that can be collected in theMunicipality of Bandar Lampung, therefore the Municipality of Bandar Lampungis deciding to formulate the increasing Advertising Rent Value. The purpose ofthis study was to determine the increasing advertising rent value on advertisingtax in Bandar Lampung. The method used is a qualitative approach.The result obtained in this research are the policy was formulated throughseveral stages, namely: identifying problems, setting the agenda, and theformulation of policy proposals. Researchers concluded that the LocalGovernment?s decision resulting in the formulation of policy proposals byincreasing the rent value of advertising is not precise because they did notformulate the increases based on the advertising tax potential analysis.