Background: This research is motivated by Presidential Decree No. 95 of 2018 concerning Electronic-Based Government System (SPBE) regulations and Sumedang which has a low SPBE index value and is faced with three disruptions, including pandemic, digital, and millennial. It is this background that encourages the City of Sumedang to be required to make an innovation. Purpose: This study aims to determine the city branding strategy through the Sumedang Happy Digital Region Program conducted by Diskominfosanditik. Method: This study uses a descriptive research method, which is a method that describes social phenomena or situations using a qualitative approach. Data collection was done by interview, observation, and literature study. The technique for determining key informants is purposive sampling and the data validation technique used is data/source triangulation. Results: The results show that the city branding program emphasizes the advantages of Sumedang Regency and collaborates with Network Providers to support identity as a Digital District, nominated outcomes or the goal to be achieved is to create an e-government system to enhance the city’s reputation. Not only that, the City of Sumedang is also pushing for an increase in digital public services to attract investors, so as to boost the economy, and attract tourists to Sumedang Regency. In an effort to disseminate information using on-air and off-air communication, coherence or actions taken to support the program, namely through tools in the form of applications or websites that can be accessed, namely E-office, Village E-office, and Tahu Sumedang.
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