Peran City Branding dalam Meningkatkan Pendapatan Daerah sebagai Transformasi Ekonomi yang Inklusif dan Berkelanjutan

Abstract

This study aims to examine the role between city branding and the increase in Madiun City's Local Government Income (PAD) as a contribution to increasing an inclusive and sustainable economy. The research employs a qualitative descriptive statistical approach to analyze the city branding techniques implemented through infrastructure enhancements, such as developing world landmarks along Pahlawan Street Center (PSC) in Madiun City. Moreover, it explores how an inclusive and sustainable economy contributes to the enhancement of Madiun City's Local Government Income (PAD). Our research draws upon data related to Local Government Income (PAD) and the number of visitors to Madiun City over the past decade (2013–2022). The source of the writing data comes from secondary data, namely data obtained indirectly from the Madiun City Statistics Agency website. Data is collected by analyzing related documents. The findings show that the city branding strategy carried out by the Madiun City government has been running effectively. It can be seen from the increase in the number of visitors to Madiun City every year and the increase in Local Government Income (PAD), which is positive after the construction of infrastructure in the form of replicas of world icons on Jalan Pahlawan Madiun City