Communication Strategy in Promoting City Branding Yogyakarta as Hanacaraka City
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Keywords:
Javanese Script; Hanacaraka City; Cultural; City Branding; Hexagon Theory
Abstract
Marking the momentum for the revival of the Javanese script, the Governor of the Special Region of Sri Sultan Hamengku Buwono X, proclaimed Yogyakarta as the City of Hanacaraka on International Script Day, September 8, 2021. This research aims to determine the city branding strategy carried out by the Provincial Government of the Special Region of Yogyakarta Culture Department in branding the City of Hanacaraka. The theory used is the city branding hexagon theory by Simon Anholt. This study used a qualitative descriptive approach using the case study method. In this study, the primary data to be used is observation in the form of in-depth interviews directly with informants. The study results show the communication strategy to convey a message about the concept of the City of Hanacaraka was carried out in various ways, the literate village program and a literacy clinic. For the script village, Yogyakarta Culture Department is working with 76 cultural villages. Through the script village, the Javanese script was taught again to the people of Yogyakarta, in order to re-customize the Javanese script. For the script clinic Yogyakarta Culture Department provides a Javanese script converter for transliteration of Javanese script to Latin and vice versa.
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Anholt, S. (2006). Competitive identity: The new brand management for nations, cities and regions. In Competitive Identity: The New Brand Management for Nations, Cities and Regions. https://doi.org/10.1057/9780230627727
Ardhianto, P., Hsieh, W.-H., Mahanaim, S. A., & Chen, C.-H. (2021). Cross-Cultural Concepts in Cultural Product Design. https://doi.org/10.2991/assehr.k.210203.031
Aribowo, E. K. (2018). DIGITALISASI AKSARA JAWA DAN PEMANFAATANNYA SEBAGAI MEDIA PEMBELAJARAN BAGI MUSYAWARAH GURU MATA PELAJARAN BAHASA JAWA SMP KABUPATEN KLATEN. Warta LPM, 21(2). https://doi.org/10.23917/warta.v21i2.5620
Astuti, M. T. (2017). Strategi Komunikasi Kota Bandung Dalam Membentuk City Branding Sebagai Destinasi Wisata Belanja. Jurnal Kepariwisataan Indonesia.
Cangara, H. (2017). Perencanaan dan Strategi Komunikasi. In Jakarta: PT Rajagrafindo Persada.
Creswell, J. W. (2007). Research Design: Qualitative, Quantitative and Mixed Method Aproaches. SAGE Publications. https://doi.org/10.4135/9781849208956
Denzin, N. K. (2012). Triangulation 2.0*. Journal of Mixed Methods Research. https://doi.org/10.1177/1558689812437186
Faradies, H. I. (2020). Strategi komunikasi city branding pemerintah kota Pekalongan dalam mempromosikan world’s city of Batik. COMMICAST, 1(1). https://doi.org/10.12928/commicast.v1i1.2413
Firiansyah, I., Muchid, & Marta, A. (2022). Strategi Komunikasi Pemerintah Kota Pekanbaru dalam City Branding Pekanbaru sebagai Smart City Madani. Jurnal Pendidikan Tambusai, 6(2).
Hennink, M., Hutter, I., & Bailey, A. (2011). In-dept interviews. In Qualitative research methods.
Homburg, C., Klarmann, M., Reimann, M., & Schilke, O. (2012). What drives key informant accuracy? Journal of Marketing Research. https://doi.org/10.1509/jmr.09.0174
Insch, A., & Walters, T. (2018). Challenging assumptions about residents’ engagement with place branding. Place Branding and Public Diplomacy, 14(3). https://doi.org/10.1057/s41254-017-0067-5
Kriyantono, R. (2006). Teknik Praktis Riset Komunikasi: Disertai Contoh Praktis Riset Media, Public Relations, Advertising, Komunikasi Organisasi, Komunikasi Pemasaran.
Kurniawan, & Luthfi. (2015). Proses City Branding Yogyakarta (Studi Kualitatif Pada Merek “Jogja Istimewa.” Jurnal Ilmiah Universitas Bakrie.
Ma, W., de Jong, M., Hoppe, T., & de Bruijne, M. (2021). From city promotion via city marketing to city branding: Examining urban strategies in 23 Chinese cities. Cities, 116. https://doi.org/10.1016/j.cities.2021.103269
Mansur, S., & Prabandari, P. (2020). Personal branding in the supply chain sector of the establishment of Medco Energi’s corporate culture. International Journal of Supply Chain Management.
Mansur, S., Saragih, N., Susilawati, S., Udud, Y., & Endri, E. (2021a). Consumer brand engagement and brand communications on destination brand equity maritine tourism in Indonesia. Journal of Environmental Management and Tourism, 12(4). https://doi.org/10.14505//jemt.v12.4(52).16
Mansur, S., Saragih, N., Susilawati, S., Udud, Y., & Endri, E. (2021b). Consumer brand engagement and brand communications on destination brand equity maritine tourism in Indonesia. Journal of Environmental Management and Tourism, 12(4), 1032–1042. https://doi.org/10.14505//jemt.v12.4(52).16
Miles, M. B., & Huberman, M. A. (2012). Analisis Data Kualitatif: Buku Sumber Tentang Metode-Metode Baru. In Universitas Indonesia_UI Press.
Primayudi, K. (2017). CITY BRANDING KOTAGEDE Heritage Travelling Diary. DeKaVe, 8(1). https://doi.org/10.24821/dkv.v8i1.1547
Putra, E. W., Yulianto, E., & Kusumawati, A. (2019). The Influence of City Branding Towards City Image: The Case Study of Tourism Destinations in Yogyakarta City, Special Region of Yogyakarta, Indonesia. Jurnal Wacana, 22(1).
Sekaran, U., & Bougie, R. (2016). Research Method for Business Textbook: A Skill Building Approach. John Wiley & Sons Ltd.
Souiden, N., Ladhari, R., & Chiadmi, N. E. (2017). Destination personality and destination image. Journal of Hospitality and Tourism Management. https://doi.org/10.1016/j.jhtm.2017.04.003
Tri Astuti, M. (2020). Communication Strategy in Promoting Cultural Tourism Destinations in Semarang City. KnE Social Sciences. https://doi.org/10.18502/kss.v4i12.7606
Wiyono, B., Rahmanto, A., & Utari, P. (2021). The Role of Stakeholders in the City Branding Policy “Madiun Karismatik” Madiun City Government. International Journal of Multicultural and Multireligious Understanding, 8(1). https://doi.org/10.18415/ijmmu.v8i2.2397
Yin, R. K. (2014). Case study research: Design and methods (5th ed.). In Thousand Oaks, CA: SAGE Publications.
Yu, S., & Setiyaningrum, A. (2019). STUDI MENGENAI CITY BRANDING KOTA YOGYAKARTA SEBAGAI KOTA PELAJAR DI INDONESIA. Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan. https://doi.org/10.24843/matrik:jmbk.2019.v13.i01.p04
Published
2025-04-23
How to Cite
Mansur, S., & Muhammad, A. (2025). Communication Strategy in Promoting City Branding Yogyakarta as Hanacaraka City . Jurnal Komunikasi Profesional, 8(2), 223 - 237. https://doi.org/10.25139/jkp.v8i2.7301
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