An Empirical Study on Role of Art to Raising City Image from the Context of Youth Perceptions: Semarang City, Indonesia

In recent years, cities are heavily investing in visual identity and its image. Literature revealed art has been used as a tool to escalate the city image by improving visual quality. This paper present of identifying the role of art in raising city image in the context of youth perception. The paper engages a case study in Kampung Pelangi, Semarang city. Likewise to response to the rapid change of urban city, Semarang city was attempted to paint the slum area becomes more colorful and attractive. Thus, potentially brought an impact to the overall visual quality in the city. The online questionnaire was used and collected 78 respondens. The study employs a combination of statistics and descriptive analysis. The variety of statistical analysis performed to examined the significant correlation. The multiple linear regression analysis showed the significant variable on a longer period of stay whereas lack of evidence for other related variables. Moreover, the correlation analysis was used to examined the hypothesis in chi-square test. The result obtained significant correlation was showed art element in Kampung Pelangi potential to escalate image in a district scale although lack of evidence to indicate that art in Kampung Pelangi could contributes to raising the image of Semarang city. Additionally, the study allows to generated conceptual matrix on the relationship of public art (publicity) and city image (imageability) towards spatial sustainability. The study is limit in one type of sample, and a small number of respondent might affect the result.Keywords: Public art; city image; youth perception; imageabilityeISSN 2398-4295 © 2019. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.DOI: http://dx.doi.org/10.21834/ajbes.v4i16.174