Menginisiasi Nation Branding Indonesia Menuju Daya Saing Bangsa

Irwansyah Irwansyah

Abstract


Nation branding memiliki potensi untuk meningkatkan daya saing nasional. Sebagai bentuk representasi diri negara yang strategis, nation branding diharapkan dapat menciptakan reputasi kapital melalui promosi kepentingan ekonomi, politik dan sosial. Pengukuran dari nation branding telah dilakukan oleh anhold-gfk roper dengan menggunakan 6 dimensi yakni: eksport, investasi dan imigrasi, pemerintah, budaya, pariwisata, dan masyarakat. Namin, 6 dimensi dari nation branding dapat ditimbang tidak cukup untuk memperkuat daya saing bangsa. Oleh karena itu, penelitian ini mengeksplorasi dan mendiskusikan dimensi di luar 6 dimensi anholt gfk roper. Dengan menggunakan pendekatan kuantitatif dan kualitatif, studi ini menemukan bahwa terdapat 17 dimensi dari nation branding sebagai perluasan dari 6 dimensi milik anholt-gfk. Penelitian ini menunjukan inisiasi dari nation branding indonesia bisa dilakukan secara parsial. Integrasi, keberlangsungan, dan sinergi diperlukan untuk mengembangkan dimensi nation branding secara komprehensif sebagai landasan untuk membangun daya saing nasional.

Keywords


Citra Bangsa, Daya Saing Bangsa, Integrasi, Inisiasi, Komprehensif

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DOI: https://doi.org/10.31315/jik.v11i1.305

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