Persepsi Pemangku Kepentingan Eksternal Yogyakarta Terhadap Jenama “Jogja Istimewa”

Abstract

The publication of a new city branding may build a different perception between its stakeholder. It
related to their relationship with the city. Zenker and Beckmann found that the city perception
between the residents and non-residents were different. This paper tries to endue the city branding
perception in three categorizes, more detail than the previous study. The case is in Yogyakarta city
which published its branding in 2015. The three categorizes are (1) people who does not live in the
Yogyakarta but ever visit Yogyakarta, (2) people who live in Yogyakarta but they are not originally
from Yogyakarta, and (3) people who know about Yogyakarta but they never visit the city. This
qualitative research used semi-structured interview. There were 3 people for each categorizes. The
result of this research are 79 codes, then it reduced into 7 codes: (1)the speciality of Yogyakarta, (2
)various tourist destination, (3)logo identity, (4)branding interpretation, (5)image of education,
(6)industry condition, (7)the atmosphere of Yogyakarta. Moreover, the closer interviewee with the
city, the more detail their perception about the city, it included the problem of the city. The
interviewee who never visit Yogyakarta has a perceptual about Yogyakarta only as its city streotype.