Place branding communication in Bandung, Indonesia: analysis from visitor perspective Online publication date: Wed, 12-Feb-2025
by Arianis Chan; Pratami Wulan Tresna; M. Benny Alexandri; Asep Miftahuddin; Linda Kurniawati
International Journal of Monetary Economics and Finance (IJMEF), Vol. 17, No. 6, 2024
Abstract: This research aimed to analyse the strategy of place branding communication from the image perspective, focusing on a creative city in Indonesia, namely Bandung. The empirical application was performed on a sample of 212 visitors who have travelled to Bandung. Furthermore, data were processed following the classic assumption tests, and the hypotheses were tested using the double regression analysis. The findings showed that the brand image was affected by traditional communication, social media communication (SMC), physical communication, and word of mouth. Physical communication had the highest impact on visitors ranging from teenagers to early adulthood, known as the millennial generation from urban areas. Therefore, digital media such as Instagram and YouTube were preferred to be more effective platforms in promoting the city instead of printed media.
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