PENGUATAN CITY BRANDING SHINING BATU UNTUK PENGEMBANGAN EKONOMI LOKAL BIDANG AGROWISATA KOTA BATU

City Branding is a strategy to market or introduce a city to the general public. Batu City to introduce the city to run city branding, where Batu City has a city branding shining batu. City Branding Shining Batu collaborates several sectors, namely the tourism sector, the agricultural sector and the education sector. Currently in Batu City, there are various problems that are not in line with the city branding shining batu, such as problems in the tourism sector and problems in the agricultural sector, where these sectors are one of the drivers of the economy in Batu City. Departing from these problems, the researchers want to see how the strengthening of shining batu city branding for the development of the local economy in the field of agro-tourism in Batu City. The research method used in this research is descriptive qualitative, the use of this method is intended to explain and describe the strengthening of shining batu city branding for local economic development in the field of agro-tourism in Batu City and to explain and describe the problems faced. As for the data collection techniques, researchers used documentation techniques, interviews and field observations as well as collecting supporting secondary data. The research location was carried out at the Batu City Agriculture Office and the Batu City Tourism Office. In this study, Andrea Insch's theory of city branding was used. The results showed that the strengthening of shining batu city branding has an impact on the development of local economies in the agro-tourism sector in the form of an expansion of opportunities to work for the community and an expansion of society to increase income. The results of this study also show that there are problems in order to strengthen shining batu city branding, namely problems in building local identity owned by Batu City and there are problems in the context of city branding shining batu communication