DOI: https://doi.org/10.14710/pwk.v21i4.71539

Tinjauan Literatur: Peran Bangunan Ikonik dalam Strategi City Branding

*Marinda Noor Fajrina Noviana Putri  -  Universitas Negeri Yogyakarta, Indonesia
Ikaputra Ikaputra  -  Universitas Gadjah Mada, Indonesia

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Abstract
Penelitian ini mengeksplorasi peran bangunan ikonik dalam meningkatkan daya tarik dan daya saing kota di tengah ketidakstabilan ekonomi global sebagai dampak pandemi Covid-19 melalui strategi city branding. Melalui metode kulitatif dengan pendekatan studi kasus penelitian mengkaji korelasi antara city branding, identitas kota, dan pembangunan ekonomi, dengan fokus khusus pada pengaruh bangunan ikonik terhadap pertumbuhan kota. Hasilnya menunjukkan bahwa city branding merupakan strategi komprehensif yang salah satunya melalui karya arsitek yang ikonik sebagai alat promosi untuk membentuk citra positif dan mendukung pertumbuhan ekonomi berkelanjutan. Penelitian ini menekankan bahwa keberhasilan city branding sangat bergantung pada strategi yang holistik. Keterlibatan bangunan ikonik pada strategi branding terbukti efektif dalam menarik investasi dan turis, serta meningkatkan reputasi kota yang ditunjukan pada studi kasus yang dipilih. Penelitian ini memberikan wawasan tentang strategi branding kota yang efektif dalam meningkatkan ketahanan sebuah kota dalam dialog akademik arsitektur dan perancangan Kota.
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Keywords: Bangunan Ikonik, Branding Kota, Keberlanjutan Kota

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