Strategi City Branding: Pengaruh Faktor Pembentuk City Branding Terhadap Kepuasan dan Minat Berkunjung Kembali Wisatawan ke Kota Malang.

Mujihestia, Tita Imamelina (2017) Strategi City Branding: Pengaruh Faktor Pembentuk City Branding Terhadap Kepuasan dan Minat Berkunjung Kembali Wisatawan ke Kota Malang. Magister thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menguji pengaruh faktor pembentuk city branding yaitu citra kota, keunikan kota dan autentisitas kota terhadap minat berkunjung kembali wisatawan ke Kota Malang, lndonesia. Penelitian ini juga menguji pengaruh kepuasan pengunjung dalam hubungan antara citra kota, keunikan kota dan autentisitas kota terhadap kepuasan pengunjung, Data penelitian diperoleh melalui kuesioner yang diberikan kepada 180 pengunjung yang pernah datang ke Kota Malang untuk alasan berwisata. Analisa data yang digunakan adalah Partial Least Square (PLS) dengan menggunakan metode PLS-Path Modelting (PLS-PM). Hasil penelitian ini adalah: pertama, citra yang ditangkap oleh wisatawan terhadap Kota Malang memiliki pengaruh penting terhadap minat berkunjung kembali wisatawan dimasa mendatang dan secara langsung juga turut mempengaruhi kepuasan wisatawan terhadap kota Malang. Kedua, keunikan yang dimiliki Kota Malang belum mampu mempengaruhi kepuasan wisatawan terhadap Kota Malang dan belum mampu dijadikan alasan bagi wisatawan untuk datang berkunjung kembali. Ketiga, autentisitas yang dimiliki kota Malang meskipun telah dianggap mampu untuk menarik minat wisatawan berkunjung kembali akan tetapi secara umum tidak memberikan pengaruh terhadap kepuasan yang dirasakan wisata\rvan. Keempat, kepuasan pengunjung secara langsung mampu mempengaruhi minat wisatawan untuk berkunjung kembali. Kelima, kepuasan mampu menjadi mediasi hubungan antara citra serta autentisitas kota terhadap minat berkunjung kembali wisatawan meskipun disisi lain belum mampu menjadi mediasi antara keunikan kota dan minat berkunjung kembali wisatawan.

English Abstract

This study aims to determine the influence of city branding elements that is city image, city uniqueness and city authenticity towards visitors' revisit intention to Malang City, lndonesia. This study also examines the influence of visitors' satisfac{ion on the paths from perceived image, uniqueness and authenticity to visitors' revisit intention, The primary data were obtained using a questionnaire addressed to 180 visitors' who ever visit Malang for a holiday reason only. Analysis of the data used is Partial Least $quare (PLS) with PL$-Path Modelling (PLS-PM) method. The results of this study are: first, visitors' perceived image about city plays an important role in enhancing visitors' revisit intention and visitors' satisfaction. $econd, Malang city uniqueness considered cannot affect visitors' satisfaction and considered cannot adjust as one of the reason for visitors' revisit Malang city in the future. Third, even Malang City authenticity considered has a role in enhancing visitors' revisit intention but in direct it did not have relationship with visitors' satisfaction. Fourth, visitors' satisfaction directly affecl on visitors' revisit intention. Fifth, visitors' satisfaction mediated the relationship between city image and city authenticity on visitors' revisit intention even though it cannot play as mediation between city uniqueness and visitors' revisit intention.

Item Type: Thesis (Magister)
Identification Number: TES/658.8/MUJ/s/2017/041710199
Uncontrolled Keywords: BRANDING (marketing), CONSUMEN SATISFACTION, CONSUMERS PREFERENCES, TOURISTS, INDONESIA - MALANG, TOURISM AND CITY PLANNING
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User: Nur Cholis
Date Deposited: 09 May 2018 02:34
Last Modified: 26 Nov 2021 06:45
URI: http://repository.ub.ac.id/id/eprint/10347
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