Muhammad Raihan Amin, . (2025) STRATEGI PLUS JAKARTA DALAM MEMBANGUN CITY BRANDING DKI JAKARTA SEBAGAI KOTA KOLABORASI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to examine the strategy of Plus Jakarta in building the city branding of DKI Jakarta as a city of collaboration. This research employs a descriptive qualitative method with data collected through interviews, observation, and documentation. For analysis, the researcher used NVivo 15 software to visualize the data findings using features such as word frequency query and word cloud. The results of the study indicate that Plus Jakarta employs several communication strategies based on the theory of Integrated Marketing Communication (IMC), including advertising, sales promotion, event and experiences, public relations and publicity, online and social media, mobile marketing, and personal selling. Furthermore, Plus Jakarta is not merely constructed as a visual identity but also as a participatory ecosystem that fosters collaboration among citizens, communities, and the government, thus emphasizing organic and authentic growth. This study contributes to the development of urban communication studies by highlighting the importance of participatory strategies in city branding.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411011] [Pembimbing: Garcia Krisnando Nathanael] [Penguji 1: Rizkiya Ayu Maulida] [Penguji 2: Anindita Lintangdesi Afriani] |
| Uncontrolled Keywords: | City Branding, Integrated Marketing Communication, Plus Jakarta, Collaboration |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | MUHAMMAD RAIHAN AMIN |
| Date Deposited: | 12 Aug 2025 01:13 |
| Last Modified: | 12 Aug 2025 01:13 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38704 |
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