Efektivitas City Branding Kota Pekanbaru “Smart City Madani”

This study examines Smart City Madani as the identity of Pekanbaru City and aims to evaluate the effectiveness of the city branding “Pekanbaru Smart City Madani” in forming the city’s identity. This study uses a mixed-method approach with data analysis techniques in the form of explanatory sequence and exploratory type. Six key indicators are used in this study: Presence, Place, Potential, People, Pulse, and Prerequisite. Quantitative data were obtained from a questionnaire consisting of 14 items. The results showed varying levels of agreement, with item 5 scoring the highest at 74.16% and item 7 the lowest at 54.58%. Qualitative data were collected through interviews and analyzed based on six indicators. The findings are as follows: Presence: The city government has not been effective in promoting the concept of city branding. Place: Public spaces and green areas have not been utilized properly by residents. Potential: Employment opportunities in Pekanbaru are still limited. People: The community supports the vision of Smart City Madani. Pulse: The city has diverse social and cultural characteristics. Prerequisite: Infrastructure development has been optimized by the local government. The results of the study concluded that the implementation of the “Pekanbaru Smart City Madani” branding was still not fully effective, especially in the areas of Presence, Place, and Potential which still require further improvement.