TINGKAT PERFORMA DAN KEPENTINGAN JENAMA WONOGIRI THE INSPIRING OF JAVA

Wonogiri Regency is one of the regions within Central Java Province that possesses diverse potentials and distinctive characteristics. In 2023, the Government of Wonogiri Regency, through Regent Regulation No. 46 of 2023, introduced the branding concept city branding Wonogiri The Inspiring of Java. Since its launch, the brand has not yet been widely disseminated nor systematically evaluated in terms of public satisfaction. This study aims to examine community responses to the branding concept Wonogiri The Inspiring of Java through two primary dimensions, the level of satisfaction and the level of brand performance, employing a quantitative approach using Importance Performance Analysis (IPA). The evaluation was conducted with 100 respondents, all of whom are residents of Wonogiri Regency. The selection of respondents was based on the consideration that local residents possess high levels of knowledge and awareness regarding the potentials and uniqueness of Wonogiri, and they directly serve as ambassadors of the brand itself. Based on the questionnaire distributed to 100 residents of Wonogiri Regency, the findings reveal that the brand Wonogiri The Inspiring of Java achieved a conformity level of 84.08%, which indicates room for improvement toward the ideal benchmark of 100%. Among the assessed variables, the cultural–historical dimension requires particular attention, as it holds high importance yet has not been adequately implemented. Conversely, the artificial environmental dimension demonstrates relatively low importance but is excessively emphasized, which may create bias and overshadow the core potentials of Wonogiri Regency.