Pengaruh City Branding Terhadap City Image dan Keputusan Berkunjung Wisatawan ke Banyuwangi,

Jannah, Bidriatul (2014) Pengaruh City Branding Terhadap City Image dan Keputusan Berkunjung Wisatawan ke Banyuwangi,. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui: (1) pengaruh City Branding terhadap City Image; (2) pengaruh City Branding terhadap Keputusan Berkunjung; dan (3) pengaruh City Image terhadap Keputusan Berkunjung. Jenis penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Sampel sebanyak 116 orang responden yang merupakan wisatawan yang berkunjung di Banyuwangi. Teknik pengambilan sampel menggunakan teknik simple random sampling. Metode pengumpulan data yang digunakan adalah kuesioner. Analisis data menggunakan analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian ini dari analisis jalur diketahui bahwa: (1) variabel city branding (X) berpengaruh signifikan terhadap variabel city image (Y1) (2) variabel city branding (X) berpengaruh signifikan terhadap variabel keputusan berkunjung (Y2) (3) variabel city image (Y1) tidak berpengaruh signifikan terhadap variabel keputusan berkunjung (Y2). Dengan demikian Pemerintah Kabupaten Banyuwangi hendaknya lebih meningkatkan lagi promosi pariwisatanya tentang The Sunrise Of Java agar lebih dikenal di masyarakat Banyuwangi maupun di luar Banyuwangi. Agar terbentuk city image yang diinginkan sebagai kota wisata serta memperbaiki infrastruktur yang ada di Banyuwangi supaya memudahkan wisatawan untuk berkunjung.

English Abstract

This research aims to: (1) investigate the influence of city branding on purchase city image; (2) investigate the influence of city branding on purchase decision; (3) investigate the influence city image on purchase decision. The research method used in this study is explanatory research with quantitative approach. The total sample is 116 tourist who visit to Banyuwangi. The sampling technique used is simple random sampling with questionnaires as the instrument for collecting the data. Analysis of the data in this research uses descriptive analysis and path analysis. The results of this research from path analysis show that: (1) city branding (X) has influence on purchase intention (Y1); (2) city branding (X) has influence on purchase decision (Y2); (3) city image (Y1) has influence but not significant on purchase decision (Y2). Thus, the Government of Banyuwangi should further enhance the promotion of tourism expecially on their city branding “The Sunrise of Java”. So it will become famous among local people and others. In order to develop their city image, the government of Banyuwangi should improve their infrastructure to facilitate their tourist.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FIA/2014/692/051408006
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Budi Wahyono Wahyono
Date Deposited:	04 Dec 2014 12:52
Last Modified:	22 Oct 2021 22:17
URI:	http://repository.ub.ac.id/id/eprint/116826

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