Jakarta, as the capital of the Republic of Indonesia, finally for the first time launched the "Enjoy
Jakarta" on March 21, 2005. The main reason for the launched program is to increase the number of
foreign tourists as many as 2.2 million visitors or twice as compared to year 2014. This study
examines the effect of Jakarta‟s city brand: “Enjoy Jakarta” to city image. Data were obtained from
110 respondents who are citizens of Jakarta and outside Jakarta. This type of research is associative
research conducted to link the variable with other variables. The results showed that the ANOVA (F
test) simultaneously variables city brand has a significant effect on the image of the city indicated
variables of the Sig. 0,000 <Alpha 5%. Variables city brands accounted for 51.9% of the variables
change the image of the city, while the remaining 48.1% is explained by other variables outside the
model.
Keywords: City Brand, City Image