City Branding “KASIH” in Community Perception of Kupang City
- 10.2991/978-2-494069-83-1_29How to use a DOI?
- City Branding; Community Perception
City branding is the right way to differentiate each city in order to realize the competitiveness of the area. This study aims to determine the public’s perception of the city brand, it becomes important to assess whether it is in accordance with the purpose of the formation of city branding. This quantitative study uses primary data and the people of Kupang city as research subjects. The questionnaire used by researchers to collect data on 500 samples using probability sampling. The data is then processed using the TOPSIS method to produce a ranking of the indicators in ‘KASIH’ which is the slogan of Kupang city consisting of, creation, secure, healthy, beautiful and harmony. The results showed that the harmonization of the first position with a value of 0.669, and in the second position is occupied by the beautiful indicator of 0.481, then the third place with a safe indicator with a value of 0.296. In addition, the work indicator is in the fourth position with a value of 0.252 and the fifth place is the healthy indicator with a value of 0.231. The results above are expected to contribute to supporting the establishment of the city branding of Kupang city and can have an important impact on the development of the tourism sector.
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Cite this article
TY - CONF AU - Imelda Regina Pellokila AU - Elsa Dian Taimenas AU - Yunita Tana PY - 2022 DA - 2022/12/30 TI - City Branding “KASIH” in Community Perception of Kupang City BT - Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022) PB - Atlantis Press SP - 159 EP - 165 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-494069-83-1_29 DO - 10.2991/978-2-494069-83-1_29 ID - Pellokila2022 ER -