PENGEMBANGAN SMART BRANDING KOTA PALEMBANG MELALUI PROGRAM CHARMING PALEMBANG RADIO (STUDI KASUS PADA DINAS PARIWISATA KOTA PALEMBANG)

The purpose of this research is to find out how to develop smart branding in realizing a smart city and get validation regarding new innovations in the form of smart branding programs in the city of Palembang.
In this thesis the researcher uses qualitative methods by looking directly at the phenomena that are happening and currently developing in social situations, then the data collection methods used are observation, interviews, questionnaires or dissemination of questions through google forms and documentation.
The results of the study show that using Morgan and Pritchard's theory to carry out the analysis there are five indicators, namely (1) Market Investment, Analysis and Strategic Market Branding, where few people know about the Charming Palembang Radio program but new innovations related to tourist destinations have been realized sufficiently well and interesting information from the tourism office is also very varied. (2) Development of Brand Identity, the tourism office has introduced city branding in the form of social media and utilized it as much as possible then for sales expansion outside the city and cross-province sales it can be said that it is very good to see that the typical products of the city of Palembang have been known by many people. (3) Launching of the Brand and Branding Communication, where the superiority of Palembang's typical local products is said to be good with the quality of the goods and the taste which has its own characteristics and the way the tourism office has done to introduce cultures to the public by utilizing technology in the form of charming programs and providing pretty good impact. (4) Brand Implementation, in terms of the appearance of features that meet requests and feedback from the public is satisfactory and complete and detailed information has been displayed by the Tourism Office on the Instagram page and many events have been carried out to improve city branding. (5) Monitoring and Evaluation, of course, has been carried out by the Palembang City Tourism Office starting from looking at the success rate of the program, improving the program's performance system, namely improving the studio and audio, and finding new ideas for developing programs to have a positive impact on the community.
It can be concluded that the Development of Palembang City Smart Branding through the Charming Palembang Radio Program has been going quite well even though there are still people who do not know about the program, but it is undeniable that a lot of effort has been made by the Palembang City Tourism Office to develop existing branding in Palembang City. by utilizing technology that is easily accessible at this time.
Keywords: Smart City, Smart Branding, Charming Palembang Radio