ANALYSIS OF BEKASI CITY BRANDING BY HEXAGON MODEL ON INVESTMENT DECISIONS

Abstract

The purpose of this study is to determine the influence of city branding to investment decision using Hexagon model. By using Hexagon model, variable used were: Presence, Potential, Place, People, Pulse, Pre-requisites. The problem is Bekasi as a bigger population need a stronger support by megapolitan city. This research uses quantitative research, descriptive method and using multiple regression analysis. A total of 196 respondents were collected, using purposive, snowball and non-probability sampling. The population people that live in Bekasi. This City branding used to develop an identity for Bekasi and promote the city of Bekasi who come from someones mind when seeing and hearing name or word of Bekasi. That to be expected from this city branding of Bekasi design is creating an identity that are very closely with the city of Bekasi that provide proud feeling towards the people who lived in Bekasi. Result of the analysis found that the adjusted R square is 43.7% can be explained by all the variable, whereas the remaining 56.3% of investment decision is influenced by other variables which was not examined in this research, and result from the six independent variable, only place factors, people factors, potential factors and pre-requities factors have a significant influence towards investment decision in Bekasi using Hexagon model.