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All Journal Jurnal Ilmu Komunikasi
Frengky Dupe
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Languange, Linguistic, Communication & Media

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Strategi Komunikasi Branding Pemerintah Kota Kupang dalam Mewujudkan Kupang Smart City Intang Triwulang; Mas’Amah; Frengky Dupe
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.6232

Abstract

This study aims to analyze the branding communication strategies of the Kupang City Government in realizing Kupang Smart City, evaluate their effectiveness, and identify implementation barriers since its 2019 declaration. Utilizing a qualitative case study approach, data were collected through in-depth interviews, observations, and documentary studies at the Kupang City Communication and Informatics Office. Analysis was conducted using triangulation techniques, supported by theoretical frameworks of communication strategy, corporate strategy, and SWOT analysis. The findings indicate that the branding strategy focuses on digitalization via social media and the promotion of local cultural identity, such as Tenun Bunga Sepe. While effective in building a positive image within the Smart Branding and Smart Economy dimensions, the overall implementation across all six Smart City pillars remains uneven. Primary obstacles include weak inter-agency coordination, budgetary constraints, low digital literacy, and suboptimal infrastructure maintenance. The SWOT evaluation reveals that resource allocation instability and a gap between strategic vision and field execution hinder the formation of a robust brand. The study concludes that the success of Kupang Smart City requires an integrated communication strategy, sustained collective commitment across government departments, and consistent implementation across all pillars.
Pengaruh Optimalisasi Pemanfaatan Media Sosial Instagram dan Brand Awareness terhadap Peningkatan Penjualan Produk pada Usaha Mikro Kecil dan Menengah di Event Saboak Kota Kupang Sionsy Welda Mariene Sellu; Mas’Amah; Frengky Dupe
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i1.6360

Abstract

This study aims to analyze the responses of UMKM at the Saboak Event regarding the use of Instagram social media, brand awareness, and increased sales, analyze the effect of optimizing the use of Instagram social media on increasing sales in UMKM at the Saboak Event, analyze the effect of brand awareness on increasing product sales in UMKM at the Saboak Event, and analyze the effect of simultaneous optimization of the use of Instagram social media and brand awareness on increasing product sales in UMKM at the Saboak Event. This study uses an explanatory method with a quantitative approach through interviews, questionnaires, and documentation studies at the Kupang City Tourism Office as the agency that manages the saboak event. The data were analyzed using multiple linear regression analysis and enriched with the social impact theory framework and social media marketing theory. The results of the study indicate that optimizing Instagram and brand awareness have a positive and significant impact on increasing product sales. Brand awareness has the most dominant influence compared to optimizing social media. This study also provides recommendations for UMKM participating in the Saboak event to optimize their use of Instagram, particularly in terms of frequency and consistency in uploading content.
Co-Authors Intang Triwulang Mas’amah Sionsy Welda Mariene Sellu