Stakeholder Pressure on Lamongan Megilan Festival to Improve City Branding Through Cultural Promotion

The Lamongan Regency, a large regency in East Java, is striving to brand the city through various festivals under the event title "Lamongan Megilan." When the Lamongan Megilan event is held, many stakeholders participate in the celebration of each festival. These stakeholders create various pressures such as competition pressure, government pressure, media pressure, and public pressure. This research uses a descriptive case study method. From 23 interviewed informants and 25 news articles, various pressures from the stakeholders of each festival are explained. The results classify each type of stakeholder pressure based on theory. A new conceptual framework emerged from this research, showing that this event faces different types of stakeholder pressure. The conclusion is that the Lamongan Megilan City branding festival experiences pressures that make the organizers uncomfortable. Holding coordination meetings with all stakeholders and conducting evaluations to reduce stakeholder pressure is recommended.