Pembentukan City Banding Melalui Media Sosial (Analisis Isi Instagram @infotegal Juni – Agustus 2023)

Abstract

Indonesia has 98 cities and each city has tourism potential. To obtain an overview of the potential of the city, city branding is carried out. City Branding can be done through social media, namely Instagram. Tegal is one of the cities implementing a City Branding strategy through Instagram social media with the account @infotegal. This research aims to explore a general picture obtained through the content of city branding messages on the Instagram account @infotegal. The results of this research use a content analysis method with a quantitative approach, where the analysis is carried out through the six components of Simon Anholt's city brand on each Instagram account examined in the period June - August 2023. The research shows that city branding with messages often appearing in posts @infotegal in order of most to least uploads are The Place, The Potential, The Pulse, The People, The Prerequisites, and The Presence. In addition, the contents of the message are also displayed through images, captions, and hashtags according to the uploaded images or videos.