THE CITY IDENTITY: A HERO PERSONAGE AS CITY BRANDING

Abstract

Kabupaten Pinrang  identifies itself as the Land of La Sinrang (Bumi La Sinrang) and marks its city with many land marks regarding figure La Sinrang as their hero. However, it is not yet known the acceptance of the city residents regarding the determination of that identity. This research is part of the research on the formulation of city branding in Kabupaten Pinrang in the PDUPT scheme of the Ministry of Higher Education Ministry of Higher Education 2018. Data was collected through survey, interviews, observation and literature study. The results showed that La Sinrang as Pinrang Regency's city identity was accepted as a result of policy but not included as a city branding option by young people based on social media.