Penelitian ini bertujuan untuk mendeskripsikan peran brand community dalam komunikasi city branding kota kediri yang terdiri atas; (1) Informasi (2) Komunikasi (3) Entertaiment (4) Produktivitas (5) feedback (6) analisis SWOT Brand Community. Pendekatan yang digunakan adalah deskriptif kualitatif. Subjek penelitian adalah Brand Community. Informan dipilih dengan menggunakan metode purposive sampling Teknik pengumpulan data menggunakan wawancara, observasi, dan pencermatan dokumen. Uji keabsahan data dilakukan dengan triangulasi sumber data. Data dianalisis dengan tahapan pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa: brand community memiliki peran penting sebagai kelompok informasi masyrakat dalam city banding kota kediri harmoni kediri:the service city. Serta analisis SWOT brand community kota kediri. Kata kunci: peran,kelompok informasi,brand community,

This study aimed to describe the role of brand in the community communications city branding Kediri comprising; (1) Information (2) Communication (3) Entertainment (4) Productivity (5) feedback (6) SWOT analysis Brand Community. The approach used is qualitative descriptive. The subject of research is the Brand Community. Informants were selected using purposivemethod sampling of data collection techniques using interviews, observation and document scrutiny. Test the validity of the data is done by triangulation of data sources. Data were analyzed with the stages of data collection, data reduction, data presentation, and conclusion.The results showed that: the brand community has an important role as an information group in the society appeal Kediri cityharmony:kediri the service city. As well as a SWOT analysis of brand community Kediri Keywords: role, group information,brand community,

Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal