ANALYSISOFRESIDENT’SPERCEPTIONABOUTTHE CITY’S IMAGE SEI RAMPAH

ABSTRACT :City image is amental picture captured by the senses and understood by each individual in theform of a unique impression and view of the city. Perception of the city influences the desire to settle in the city.Sei Rampah is the capital of Serdang Bedagai district which is traversed by the East Sumatra route. This city isasmall city that has historical value and is currently undergoing urban development to improve the city’simage.The perception assessment of the image of the city of Sei Rampah was carried out by distributing questionnairesregarding twenty-one dimensional aspects of the city’s image. The aspects assessed consist of 4 variables,namely city facilities, recreation, security and public services. Of these 4 aspects, there are 21 instruments thatform questionnaire questions for 100 respondents. The results of the respondent’s assessments weresearchedfortheaverage, thenthetrendof perceptiontowardstheimageof thecityin question waslooked at. Of all therespondents who were residents who lived in the city of Sei Rampah, the highest score for the perception of thecity’s image was the indicator that got the highest average score, namely the availability of bank branches. andpost office, close to the capital city, and availability of public areas. The benefit of this research is to increaseknowledge about the image dimensions of the city of Sei Rampah. The implication is the policy carried out bythe regional government to support the image of the city of Sei Rampah.

KEYWORDS:Perception, Cityimage,Resident,Service, MunicipalFacilities