Strengthening City Branding Through Investment in Ambarawa Urban Area, Semarang Regency

City branding can shape an area’s positioning and marketing differentiation so that a city can build a clear identity and strong associations and instil positive attributes to compete with other cities, especially for tourism. The primary purpose of city branding is to increase tourists and foster a good perception of the area. Ambarawa Urban Area is part of strategic National Kedungsepur (province) for social and cultural focus. The development of this area aims to create a historical city area that becomes the centre of tourism development. Tourism development also requires support from investors. Investment is important because it can also provide social benefits to the community. Therefore, this article aims to determine investment locations to strengthen the city branding of the Ambarawa Urban Area. The data used in this research are secondary and primary. Secondary data includes land value, road network, land use, and hazard map. The validation of land use data and road networks is carried out using the ground check. The variables used in the analysis are land value, ease of accessibility, and availability of land that can be developed for construction. The analysis techniques used are kernel density and overlay mapping such a conservation area, limited development land and tourism location. The processing map using Geographic Information System (GIS) mapping software. This research resulted in investment locations in several villages, such as Baran, Kupang, Lodoyong, Ngampin, Panjang and Tambakboyo with a total area of 19.14 hectares. The largest investment location can be allocated in Panjang Village which has an area of 9.79 hectares and is spread across two locations.


Introduction
Branding in an area has a crucial role because it can attract people to visit the region.The government can shape branding by developing the unique identity of a location or region and promoting it to domestic and international audiences [1,2].City branding can shape an area's positioning and marketing differentiation so that a city can build a clear identity and strong associations and instil positive attributes to compete with other cities, especially in the field of tourism [3].The primary purpose of city branding is to increase tourists and foster a good perception of the area [4].Government oversight is associated with the strategic pursuit of city branding, which aims to promote a particular region or internationally [5].
As a developing country, Indonesia has experienced a significant growth of urbanization affecting both urban and rural areas over the last several decades.In Java, the most rapidly growing island in Indonesia [6].Ambarawa Urban Area is part of Semarang Regency, Central Java, which continued to develop from 1990 to 2019 [7].The Regional Master of Central Java Province 2021 mentioned that all villages in Ambarawa District have urban status.The Ambarawa Urban Area is also a strategic National Kedungsepur Area which functions as a service centre for regional public transportation and freight transportation systems, a regional-scale trade centre for goods and/services, a centre for state defence and security activities, a centre for agricultural activities, a centre for fisheries activities, and a centre for tourism and creative economy activities.The Semarang Regency Spatial Plan 2023-2043 explains that the Ambarawa Urban Area is a strategic area of social and cultural importance.The development of this area aims to create a historical city area that becomes the centre of tourism development.
Introducing the identity of Ambarawa Urban Area as a historical city will revive this urban area as one of the tourism areas.At this time, tourism management in the Ambarawa Urban Area is still not optimal, and this is characterized by limited budget and human resources, supporting facilities that have not been maximized and accessibility to tourism objects that are still narrow [8].Infrastructure support is essential in increasing the growth rate of tourism, especially accessibility [9][10][11].Tourism development also requires support from investors.Currently, many investors are interested in investing in various fields of tourism in the country, such as hotels, restaurants, and creative economy products [12].Investment is important because it can also provide social benefits to the community [13].
Several studies related to tourism investment discuss more on increasing tourism promotion [14], development of supporting infrastructure facilities and the role of human resources [15], policy [16] dan and tourism business micro-locations based on tourist attractions, tourism shopping, tourism catering, tourism entertainment, and tourism accommodation [17].However, determining potential locations for investment in tourism-supporting facilities still needs to be improved.Therefore, this article aims to determine investment locations to strengthen the city branding of the Ambarawa Urban Area.

Study Area
The focus of this study is the Ambarawa Urban Area.According to the Master Wilayah Provinsi Jawa Tengah 2021, it has been designated that all villages within the Ambarawa District have urban functional status.The overlay analysis reveals a significant presence of built-up land in the Ambarawa District, with around 9.71% in total.Thus, the scope of the area studied is all villages within the Ambarawa District.

Materials and Methods
The data used in this research are secondary and primary.Secondary data includes land value, road network, land use, and hazard map.The validation of land use data and road networks is carried out using the ground check.The variables used in the analysis are land value, ease of accessibility, and availability of land that can be developed for construction.Land value is an embodiment of land capability related to the development of a city [20].Accessibility is a level of ease for someone to reach a certain location [21].Meanwhile, the availability of land provides information regarding the availability of land in a strategic location free from conflict for development [22].
The analysis consists of potential land for investment, land ability and investment location to strengthening city branding of Ambarawa Urban Area.The analysis techniques used are kernel density.Kernel density is a processing method based on point or line data that takes into account their density [23].This method is used to measure the spatial distribution of these points or lines by calculating how densely or sparsely they are distributed within a specific area.In the context of accessibility analysis, the kernel density method is employed to generate information about the level of accessibility in various regions based on existing road network data.This assists in creating accessibility maps that provide a visual representation of how easily an area can be reached through the existing infrastructure network.
The processing map using Geographic Information System (GIS) mapping software.The logical framework of this research can be seen in Figure 1.The following process provides a score for accessibility and land values maps, the aim of knowing potential land for investment.The results of potential land for investment are overlaid with land availability, and land locations for investment are obtained.The value of this land will be seen in its proximity to tourism in the Ambarawa Urban Area (Figure 2).

Land Value
Land value is one of the considerations in investment.Land value is an assessment of land seen from the nominal price of a unit of money for a unit area that applies to the land market [24].Land value can reflect the level of demand and economic growth in the region.Locations with stable or increasing land value tend to show stability and positive economic growth.Conversely, declining land value may indicate reduced demand or economic troubles in the area, which could affect investment prospects.A map of land value in Ambarawa urban area can be seen in Figure 3.The land value map in the Ambarawa Urban Area provides information related to the description of areas in the district that have high and low land value.This information is important for potential investors or property developers who want to know areas that have high profit potential or areas that are 1264 (2023) 012006 IOP Publishing doi:10.1088/1755-1315/1264/1/0120065 more affordable for property development.The land value map above shows the highest land value at 6,402,000 rupiah, symbolized in red.The intervals shown on the map are carried out using the Sturges rule where the calculation of the interval value is carried out along with a description of the frequency.
Land value have a crucial role in making investment decisions.Investment success requires an indepth understanding of the property market and a thorough analysis of the factors that influence land value.Thus, investors can optimize profit potential and reduce investment risk in their efforts to achieve long-term financial goals.By the information, land value map is also an important tool in decision making, planning and development of the Ambarawa Urban area.For the community, this map provides insight into the condition of the property and land market in the area.For the government, this map helps in formulating policies and regulations that are more appropriate to the needs and potential of the region.

Accessibility
The accessibility of a location refers to how easily it can be reached or accessed from other locations via roads, trains, public transportation, and other infrastructure networks.Accessibility encompasses a variety of factors that influence the mobility of individuals or groups in achieving their objectives.The analysis of accessibility is accomplished using data in the form of line-type shapefiles, which are categorized as follows: railways, primary arterial roads, primary collector roads, primary local roads, other roads, and pathways.This road network is then subjected to kernel density analysis, which generates polygon-type shapefile data that provides an overview of areas with different levels of accessibility.The road accessibility map, created using road kernel density analysis, depicts the spatial distribution of an area's accessibility level based on the existing road network.In this case, the kernel density method is used to see the level of road density.High road density indicates the number of roads to a location, making it easier to access that place.This accessibility map is divided into five classifications, namely: very accessible, accessible, somewhat accessible, not easily accessible, and inaccessible.Based on Figure 4, it was found that the accessible locations are not all on the main road, such as in Tambakboyo and Lodoyong Village, because this area has many alternative roads, so the category is very accessible.Thus, the more road networks available, the easier the accessibility [25].

Potential Land for Investment
Potential land for investment is an area that has various opportunities for development that are economically, socially, and environmentally beneficial.This land has certain characteristics that make it very suitable for various types of projects or activities.Determination of this potential land can be done by looking at data related to land value and areas with easy accessibility.Combining these variables can produce an overview of potential land for investment areas.These three variables are then overlapped to produce a potential land classification for investment by determining the range calculation as follows: (ℎ  −  / 3) Three classes were generated, namely: potential land with a value of more than 8.1-10.0,less potential land with a value of more than 6.1-8.0, and non-potential land with a value of 4.0-6.0.The distribution of potential, less potential, and non-potential land can be seen in the figure 5. Based on the potential land for investment map, the potential one tends to be in the middle of the Ambarawa Urban Area, especially in the Bejalen, Baran, Kupang, Lodoyong, Ngampin, Panjang, Pojoksari, and Tambakboyo Villages.Land with no potential is spread over almost all villages.The table 2 gives detailed information about the potential land area for investment in the Ambarawa Urban Area.Among the villages, Kupang village demonstrates the most substantial land capacity for potential investment, encompassing an expanse of 190.27 hectares, trailed by Panjang Village with 33.70 hectares.Notably, a mere two out of the ten villages comprising the Ambarawa Urban Area fall under the category of potential land for investment.Consequently, strategic investment location planning should focus on the Bejalen, Baran, Kupang, Lodoyong, Ngampin, Panjang, Pojoksari, and Tambakboyo Villages.

Land Availability in Ambarawa Urban Area
Land availability is used to determine land distribution for general development.The development areas are obtained from the reduction of total area with conservation and limited development land.Conservation land is defined as land that cannot be developed because it serves a protective function for the area.It includes several variables, including bodies of water and the provisions for their boundaries; the distribution of hazard areas; the distribution of Protected Rice fields or Lahan Sawah yang Dilindungi (LSD); and other protected functions in the Regional Plan.Meanwhile, limited development land is defined as land that is not suitable for development.Public buildings, transportation, green open spaces, paved surfaces or fields, ponds, and other built-up land are examples of limited development land.The figure 8 represents the results of a land availability analysis in the Ambarawa Urban Area.
Conservation land in the Ambarawa Urban Area has 1,799.71hectares, broken down into 27 types.In the table 3, conservation land that has two or more types indicates that there are overlapping variables.The most prominent type of conservation land is land prone to landslides, with an area of 447.88 hectares, followed by the area of Protected Rice fields (LSD) of 410.87 hectares.Based on figure 6, it can be inferred that certain areas, namely Pasekan and Ngampin Villages are susceptible to landslides.On the other hand, Tambakboyo, Bejalen, and Pojoksari Villages-located in the eastern and southern Ambarawa Urban Area-are identified as flood-prone areas.The riparian zone can be realized in the form of river riparian and lake riparian for Rawa Pening.Protected Ricefields or Lahan Sawah yang Dilindungi (LSD) are spread across almost all villages in the Ambarawa Urban Area.
After knowing the distribution of conservation land, a reduction is made to the land use map.Builtup land, roads, ponds, sports fields, cemeteries, yards, paved surfaces/fields, farms, parks, and terminals are included in the controlled land development classification, so the results are as shown in the figure 7.  By examining the map, it is evident that limited development areas tend to aggregate in the center and adhere to the road network's pattern.The area of limited development land is presented in Table 4.In the Ambarawa Urban Area, the designated land for limited development spans 584.51 hectares.The form of limited development land consisting of public buildings comprises 215.73 hectares, or 36.91 percent of all limited development land.These public buildings include industrial, healthcare, sports, tourism, education, trade, worship, office, residential, defence and security, social, transportation, and utility facilities.Another category of limited development land spans 368.78 hectares, with the predominant portion, 301.81 hectares, consisting of yards.
Upon reducing the overall extent of land allocated for conservation and limited development, the resulting distribution of development lands is visually depicted in the figure 8.These described development areas offer spatial guidance for identifying locations with potential for various development activities.In general, development land in the Ambarawa Urban Area is 595.16 hectares, with 222.17 hectares or 37.33 percent of the total development area, Pasekan Village has the largest development area.The village with the smallest development area is Bejalen, with 0.03 hectares or 0.01 percent.The resultant distribution of development land is then superimposed with potential land for investment (see Figure 5) in order to generate the investment location plan.

Investment Location to Strengthening City Branding of Ambarawa Urban Area
Strengthening City Branding of Ambarawa urban area through determining investment locations resulted in investment locations in several villages, such as Baran, Kupang, Lodoyong, Ngampin, Panjang and Tambakboyo with a total area of 19.14 hectares.The largest investment location can be allocated in Panjang Village which has an area of 9.79 hectares and is spread across two locations (Figure 9).The investment area is adjacent to Maria Kerep Cave, Palagan Museum, Kupang Culinary Market, Eling Bening, Fort William I.There are several locations that can be seen as in the figure 10, where the existing land use in the investment location plan includes gardens/farms and land with mixed vegetation. .Investment Land Location Documentation Similar to conventional consumers in pursuit of products or services that meet their requirements, investors are inclined to engage in the comparative analysis of various potential investment locales, employing a predefined set of criteria to ascertain the most optimal location for fulfilling their objectives [26].These lands, with their current use, have significant potential to become valuable investments in the future.This potential will be adjusted according to the condition of the land and the needs within the area.With proper planning and careful management, these lands hold promising prospects as profitable investment sources.
Furthermore, this investment will also provide significant economic benefits to the local community, create employment opportunities, and contribute to the development of the regional economy.This represents a positive step toward the sustainable utilization of land potential, which not only yields financial advantages but also supports the growth and well-being of the local community.Hence, it is necessary to strengthen city branding to appeal to potential investors since it is widely acknowledged that cultivating a positive place image is imperative for the successful promotion of tourism, export activities, and investment opportunities.The city-branding initiative aims to leverage the tourism potential and build upon the positive image in these areas [27,28].

Conclusion
This research produces an investment location plan taking into account land value, ease of accessibility, and land availability so that it is hoped that it can be utilized for future development.Based on these three considerations, potential land for investment is located in Bejalen, Baran, Kupang, Lodoyong, Ngampin, Panjang, Pojoksari, and Tambakboyo Villages.These eight locations can be directed for development investment which can be developed as a trade and service center to support tourism potential in Semarang Regency.
Consequently, strengthening the city branding emerges as an imperative strategy to captivate the interest of potential investors.City branding is pivotal to effectively catalyzing tourism promotion, boosting export activities, and opening up investment opportunities.In a competitive global market, cities must differentiate themselves from others to gain the attention of investors.A strong city brand communicates stability, innovation, and a favorable business environment.Investors are more likely to pour resources into a city with a strong brand as they perceive it as a place with a robust economy and promising prospects.A positive city brand can draw tourists by highlighting a city's unique cultural, historical, or natural attractions.

Acknowledgments
Thank you to the Vocational School for providing support both materially through DIPA UNDIP allocations and direct encouragement for the completion of research publications.We do not forget to thank several parties, both directly and indirectly, in assisting with the implementation of research, writing of manuscripts, until the completion of the publication of this manuscript.

Figure 3 .
Figure 3. Land Value Map of the Ambarawa Urban Area (Analysis, 2023)

Figure 4 .
Figure 4. Accessibility Level Map of the Ambarawa Urban Area (Analysis, 2023)

Figure 5 .
Figure 5. Potential Land for Investment in the Ambarawa Urban Area (Analysis, 2023)

Figure 7 .
Figure 7. Map of Distribution of Limited Development Land in the Ambarawa Urban Area (Analysis, 2023)

Figure 8 .
Figure 8. Map of Land Availability or Development Land of the Ambarawa Urban Area

Figure 9 .
Figure 9. Map of the Investment Location Plan for the Ambarawa Urban Area

Figure 10
Figure 10.Investment Land Location DocumentationSimilar to conventional consumers in pursuit of products or services that meet their requirements, investors are inclined to engage in the comparative analysis of various potential investment locales, employing a predefined set of criteria to ascertain the most optimal location for fulfilling their objectives[26].These lands, with their current use, have significant potential to become valuable investments in

Table 1 .
Variables in Determining Potential Land for Investment

Table 2 .
Potential Land for Investment in Ambarawa Urban Area

Table 3 .
Conservation Area of Ambarawa Urban Area

Table 4 .
Area of Limited Development Land in Ambarawa Urban Area

Table 5 .
Area of Ambarawa Urban Development Area

Table 6 .
Area of Investment Location