MEMBANGUN IDENTITAS MEREK KOTA BOGOR MELALUI KAMPANYE “WE LOVE BOGOR” DI MEDIA SOSIAL
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Abstract
Merek tidak hanya melekat pada barang dan jasa, namun juga dapat melekat pada suatu destinasi, wilayah, kota, provinsi, bahkan negara. Sebagai suatu merek tempat, Kota Bogor berusaha membangun identitas mereknya di Instagram. Penelitian ini berusaha mengkaji identitas merek tempat yang dibangun oleh Kota Bogor di Instagram melalui kampanye komunikasi We Love Bogor. Penelitian ini menggunakan metode kualitatif dan pengumpulan data dilakukan melalui wawancara dengan beberapa informan yang terdiri dari pemerintah Kota Bogor dan pengelola Instagram Kota Bogor, dan studi terhadap data-data sekunder seperti konten Instagram Kota Bogor. Hasil penelitian menunjukkan bahwa Kota Bogor sebagai suatu merek membangun identitasnya di Instagram berdasarkan tiga karakter filosofis utama yakni smart city, green city, dan heritage city. Tiga identitas tersebut digunakan sebagai acuan pemerintah Kota Bogor dalam membangun reputasinya di Instagram melalui kampanye We Love Bogor.
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