ABSTRAK Penelitian ini bertujuan untuk mengetahui faktor City Branding Kota
Jakarta berdasarkan persepsi dari Mahasiswa UI anggota Paguyuban Daerah.
Apakah City Branding dibentuk oleh faktor-faktor; the presence, the place, the
potential, the pulse, the people, dan the pre-requisites. Penelitian ini
menggunakan metode penelitian kuantitatif, analisis multivariat, dan analisis
faktor sebagai pengukur hasil penelitian. Hasil penelitian menujukkan bahwa
responden memiliki persepsi setuju pada faktor the presence, the potential, the
pulse sudah baik, persepsi netral pada faktor the people dan the pre-requisites
sudah baik, dan persepsi tidak setuju pada faktor the place sudah baik. Faktor the
potential merupakan faktor yang menonjol pembentuk city branding Kota Jakarta.
City branding dibentuk oleh faktor-faktor seperti The Presence (Letak Kota,
Budaya, dan Kunjungan), The Place (Tata Kota, Kualitas Udara, dan Cuaca
Malam Hari), The Potential (Tempat Tinggal, Tingkat Ekonomi, Potensi Bisnis),
The Pulse (Destinasi Wisata, Gaya hidup masyarakat, Bangunan bersejarah dan
monumen), The People (Perilaku Hangat, Komunitas dengan budaya asal, Teman
dekat), dan The Pre-requisites (Apartemen terjangkau, Tansportasi nyaman,
Penginapan baik).
ABSTRACT This research aims to determine the factors City Branding of Jakarta based
on the perception of the UI Student members of the Regional Association. Is City
Branding shaped by factors; the presence, the place, the potential, the pulse, the
people, and the pre-requisites. This study used quantitative research methods,
multivariate analysis, and factor analysis as a measurement of research results.
The results showed that the respondents have agreed on the perception of the
presence of factors, the potential, the pulse are good, neutral perception of the
factors the people and the pre-requisites are good, and perception do not agree on
a factor of the place is good. The potential factor is the prominent factor forming
Jakarta city branding. City branding is shaped by factors such as The Presence
(Location of City, Culture, and visits), The Place (City Planning, Air Quality and
Weather at Night), The Potential (Residency, Level Economy, Business
Potential), The Pulse (Tourists destination, Lifestyle of citizen, Historic buildings
and monuments), The People (Warm behavior, Community with the culture of
origin, Best friends), and The Pre-requisites (Affordable apartments, Convenient
transportation, Lodging).
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