Surabaya Sebagai Kota Maritim : Strategi Pemasaran City Branding Dan Tantangan Di Masa Depan

Abstract

In today's digital era, each city is competing with another city. Each city features uniqueness that can be highlighted from him, all of it is to attract funding from investors. The ultimate goal is to improve the welfare of the city. Surabaya has been known by the people of Indonesia through the history of Indonesian independence as The City of Heroes. However, the identity as The City of Heroes is not yet strong enough to attract investment and the interest of tourists to invest in this city of Surabaya. Thus a new identity, in this case new branding must be made in order to strengthen the position of Surabaya before the eyes of the community both internal communities within the city of Surabaya, as well as external communities outside the city of Surabaya and abroad.The research method that was used is descriptive qualitative method. This method is by doing observation and analysis of marketing strategy of city branding which have been done by Surabaya city. This scientific work was developed by using literature review approach or literature study.In this research noted that the process of building a city brand is not easy. Especially if the parties involved have a political interest in it. As a social construct, city branding of the city of Surabaya as a city of Maritime will certainly generate various responses from the community. The response can be a positive response, as well as a negative response. Keywords: City Branding, Marketing Strategy, Place Branding

City Branding Policy and Regional Marketing in Indonesia

“…According to Sevin (2014) in Hambalah (2017), city branding is a collection of associations that are in someone's mind about a city or that are perceived by the city, which are the results of communication, values, and actions made by stakeholders the city. Whereas according to Kavaratzis (2004) in Jannah, Arifin, & Kusumawati (2014) states that seeing city branding in the context of communication from the image of a city through three stages of communication namely primary, secondary, and tertiary.…”

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“…This is pinned because Stockholm succeeded in making the city a safe, comfortable and friendly city for immigrants and investors by strengthening political and economic stability in the country. In addition, the improvement of the tourism sector in city branding communication can also take advantage of the potential of its natural resources, such as the research conducted by Hambalah (2017) which in the formation of the city of Surabaya as a maritime city based on its marine potential. Shown by the port of Tanjung Perak, it also functions as a human transportation port, also has North-Quay as a port for overseas cruise ships who want to transit to Surabaya, Sentra Pasar Ikan Bulak (Center of Fish Market) which stands majestically on the edge of Kenjeran Beach, there is a Suramadu bridge as a liaison between cities , The existence of the Pangkalan TNI-AL V (Navy Fleet Base) in the city of Surabaya which is also the largest Naval Fleet Base in Indonesia provides many opportunities for the city of Surabaya to host the TNI-AL (Navy) events.…”

Tabot sebagai City Branding Kota Bengkulu

“…Penelitian-penelitian mengenai city branding sudah banyak dilakukan oleh para peneliti sebelumnya. Misalnya, penelitian yang dilakukan oleh Hambalah (2018) tentang strategi pemasaran city branding dan tantangan di masa depan Surabaya sebagai Kota Maritim. Penelitian tersebut fokus mengkaji strategi city branding yang perlu dilakukan dalam menghadapi masa depan, supaya Surabaya tetap dikenal sebagai Kota Maritim.…”