2024 Volume 12 Issue 3 Pages 118-138
Urban areas directly adjacent to the Nusantara New Capital City of Indonesia (IKN Nusantara) have a major role in supporting and transforming the tertiary needs of new residents. The four buffer areas have different functions and attractions; thus, it is necessary to identify the existence of branding. The objective of this study is to identify the branding positioning and its impact in four peripheral urban areas of Nusantara (BKSP). This study aims to evaluate city branding in BKSP urban area by analyzing the city branding object density and the perception of people as branding agents. The analysis is performed using TOPSIS and kernel density estimation techniques, as previous city branding studies have focused on design ideas. The current central government space and ongoing operations remain the primary focus of the branding strategy, which aims to concentrate the density of branding objects in the four zones. As the access road to IKN Nusantara approaches, Balikpapan, as the nearest commercial and industrial city, is increasingly showing a proliferation of city branding objects in all directions to an unprecedented extent. Residing in urban areas, less than five percent of the population experiences a positive impact on their senses, thinking abilities, and emotions. The difference in the spatial pattern of city branding objects with the spatial plan in each supporting city, as well as the low impression of residents, require local governments to consider this dynamic change. Future studies can compare the experiences of new residents who are affected by the existence of supporting cities.
