Abstract
This research is in progress to meet the overall research grant on the city's image. Images are a very important thing for a city. With a good image of the city, will bring many tourists, businessmen, as well as investors. this will certainly encourage the increase in income expected by the community, along with the image of the city is increasing. Bandung is one of Indonesia's unique city. The city is constantly trying to improve its brand image. to improve the brand image of Bandung city influenced by several variables, the most influential is community commitment and government support. The results of the research with the spread of questionnaires on 100 respondents, proved that community commitment and organizational support greatly influenced the increase of brand image of the city of Bandung. Several recommendations have been given to support the improvement of the brand image of the city of Bandung, especially recommendations on how to improve organizational support and community commitment.
Highlights
The last decade of the city's image and reputation concept has been intensively observed by researchers, but is considered a key factor in the success of a region
Organizational support gives a high and significant influence to the community commitment of 0.813, as well as community commitment has a significant effect on city image of 0.503 and organizational support for the image of the city has an effect of 0.406
Results from testing the direct and indirect effects between variables. shows that with large organizational support will implicate indirectly to the city image mediated by Community Commitment
Summary
The last decade of the city's image and reputation concept has been intensively observed by researchers, but is considered a key factor in the success of a region. The ability of a city to get the necessary resources is affected by its image and reputation [1] Cities with these characteristics have many opportunities to sell the products and services they offer, even the lifestyles and values of the community become a high selling point for people from outside the city [2, 3]. An initial survey of the prominent advantages of the city of Bandung is culinary, fashion and recreational Tourism. This indicates that the people of Bandung have creativity, especially in terms of design categories [5, 6].
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