KONSEP THE CITY BRAND HEXAGON PADA KOTA AMBON SEBAGAI IDENTITAS KOTA MUSIK

Abstract

Ambon City is located in Maluku province with a land area of ​​359.45 km2, which is surrounded by the sea with an inverted u-shaped island. With a variety of tourism, the city of Ambon is known for its marine, cultural and historical tourism. Music is one of the Ambon city branding "Ambon City Of Music". The city of Ambon gave birth to several legendary musicians in Indonesia and internationally with their respective works. Youth community in the city of Ambon, under the name Baronda Ambon, which is now renamed Baronda.id, introduces Ambon city tourism to Instagram users and through the website. The purpose of this study was to determine Baronda.id community introduces and promotes Ambon city with Ambon City Music branding through Instagram. Qualitative research uses case study method with descriptive tipe, and analysis using the Hexagon city brand model by Simon Anholt. The Ambon city government and community support and realize Ambon city as the city of Music.