Sutanti, Alfina (2026) Kanal Instagram @tourism.surabaya sebagai Media Public Relations dalam Membangun City Branding Kota Surabaya. (The @tourism.surabaya Instagram Account as a Public Relations Channel in Building Surabaya’s City Brand). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
The rise of social media has made it easier for the government to convey information to the public. One of the most frequently used social media platforms is Instagram, as it allows users to share engaging photos and videos. In the tourism sector, Instagram is used not only for promoting tourism but also for building a city’s image.This study examines the Instagram account @tourism.surabaya as a public relations tool for the Surabaya City Government in building the city’s brand. The account is used to share information about tourist attractions, events, culture, city facilities, and various activities in Surabaya. Through this content, the government aims to shape Surabaya’s image as an attractive, modern, and comfortable city to visit.This study aims to identify trends in the use of the six dimensions of Simon Anholt’s City Branding Hexagon within the content of the @tourism.surabaya Instagram account. These six dimensions include Presence, Place, Potential, Pulse, People, and Prerequisites. The study employs a quantitative content analysis method by categorizing each post based on the city branding dimensions present.The population in this study consists of all 108 posts from the @tourism.surabaya account during the period from January to June 2025. The sampling technique used was total sampling, meaning that all posts were included in the study sample. Data were collected by documenting feed and Reels posts along with their captions, and then analyzed using frequency tables and percentages.The results of this study are expected to reveal the dimensions of city branding that are most frequently and least frequently featured on the @tourism.surabaya account. This study is also expected to provide insight into how the Surabaya City Government builds the city’s image through social media. In addition to contributing to the advancement of communication and public relations scholarship, this study can serve as an evaluation tool for the administrators of the @tourism.surabaya account to ensure their content strategy is more engaging, balanced, and aligned with the identity of the City of Surabaya.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | City Branding, Instagram, Public Relations, Surabaya, Content Analysis |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1152200137 Alfina Sutanti |
| Date Deposited: | 08 Jul 2026 03:16 |
| Last Modified: | 12 Nov 2026 03:53 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/45983 |
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