The Digital Media Communication in Strengthening the Semarang City Branding Post COVID-19 Pandemic

Abstract

Semarang City's Mayor spearheads the “Semarang Simpul Ekonomi Jawa” branding initiative, aligning with Indonesia's 2045 Golden Year vision to strengthen governance and economic equity. Employing contemporary digital media, the strategy aims to boost the city's image, attract visitors, and enhance socioeconomic well-being. Through content analysis of social media accounts managed by the Cultural and Tourism Office across platforms like Instagram, Facebook, Twitter, and YouTube, the study emphasizes Instagram's pivotal role. Targeting younger demographics aligns with collaborative efforts to attract residents, visitors, and influencers. Anholt's City Branding Index framework, emphasizing “People” and “Pulse,” continues to guide strategies. Findings reveal social media's positive influence, fostering trust, transparency, and participation, ultimately amplifying interest in Semarang's destinations. This research significantly contributes to understanding the impact of digital media promoting qualities such as trustworthiness, transparency, and participation.