Title: Place branding communication in Bandung, Indonesia: analysis from visitor perspective

Authors: Arianis Chan; Pratami Wulan Tresna; M. Benny Alexandri; Asep Miftahuddin; Linda Kurniawati

Addresses: Faculty of Social and Political Sciences, Business Administration Department, Universitas Padjadjaran, Sumedang, 45363, Indonesia ' Faculty of Social and Political Sciences, Business Administration Department, Universitas Padjadjaran, Sumedang, 45363, Indonesia ' Faculty of Social and Political Sciences, Business Administration Department, Universitas Padjadjaran, Sumedang, 45363, Indonesia ' Faculty of Economics and Business Education, Management Department, Universitas Pendidikan Indonesia, Bandung, 40154, Indonesia ' Faculty of Social and Political Sciences, Business Administration Department, Universitas Padjadjaran Multi Campus, Pangandaran, 46393, Indonesia

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.

Keywords: city branding; place branding; place brand image; place brand experience; brand communication.

DOI: 10.1504/IJMEF.2024.144414

International Journal of Monetary Economics and Finance, 2024 Vol.17 No.6, pp.489 - 498

Received: 07 Jul 2022
Accepted: 08 Jul 2023
Published online: 12 Feb 2025 *

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