Syamsudin, Predy (2017) Pengaruh City Branding Terhadap Customer Satisfaction (Studi Pada Wisata Monumen Simpang Lima Gumul Kabupaten Kediri). Sarjana thesis, Universitas Brawijaya.
Abstract
Kesejahteraan penduduk merupakan salah satu indikator perkembangan perekonomian suatu daerah. Salah satu upaya untuk meningkatkan kesejahteraan penduduk adalah dengan mengoptimalkan industri pariwisata. Pariwisata merupakan mata rantai kegiatan yang sangat panjang, mulai dari biro perjalanan wisata, transportasi sampai pengembangan obyek wisata. Keputusan penggunaan city branding adalah langkah pemerintah untuk mengembangkan obyek wisata. Keberhasilan suatu kota dalam membangun loyalitas wisatawan sangat dipengaruhi oleh faktor kepuasan, maka dari itu kepuasan sangat penting untuk meningkatkan jumlah wisatawan. Penelitian ini bertujuan untuk mengetahui pengaruh city branding terhadap customer satisfaction pada wisata Monumen Simpang Lima Gumul Kabupaten Kediri. Penelitian ini menggunakan penelitian eksplanatori dengan jumlah sampel sebanyak 100 responden. Pengambilan sampel menggunakan purposive sampling. Alat uji yang digunakan dalam penelitian ini adalah uji validitas, uji reliabilitas dan uji asumsi klasik (uji normalitas, uji multikolinieritas, dan uji heteroskedastisitas). Teknik analisis data yang digunakan adalah analisis regresi linier berganda. Uji hipotesis menggunakan uji t. Hasil penelitian menunjukkan bahwa presence berpengaruh tidak signifikan terhadap customer satisfaction, place berpengaruh signifikan terhadap customer satisfaction, potential berpengaruh signifikan terhadap customer satisfaction, pulse berpengaruh signifikan terhadap customer satisfaction, people berpengaruh tidak signifikan terhadap customer satisfaction, pre-requisites berpengaruh signifikan terhadap customer satisfaction.
English Abstract
Society’s welfare is one of the indicators of the economic development of a region. One effort to improve the welfare of the population is to optimize tourism industry. It is a very long activity chain, started from travel agency, transportation, to tourism development. The decision to use city branding is the government's step to develop tourism object. The success of a city in developing the loyalty of tourists is largely influenced by the factor of satisfaction, so satisfaction is crucial in increasing the number of tourists. This study aims at determining the influence of city branding on the customer satisfaction of Simpang Lima Gumul Monument visitors in Kediri. This explanatory research uses a sample of 100 respondents selected through purposive sampling. The test instrument of this research is validity test, reliability test, and classical assumption test (normality test, multicollinearity test, and heteroscedasticity test). The data were analyzed using multiple linear regression analysis, and the hypothesis was tested using t test. The results show that presence insignificantly influences customer satisfaction, that place significantly influences customer satisfaction, that potential significantly influences customer satisfaction, that pulse significantly influences customer satisfaction, that people insignificantly influences customer satisfaction, and that pre-requisites significantly influences customer satisfaction.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/321/051706334 |
| Uncontrolled Keywords: | City Branding, Customer Satisfaction, City Branding Hexagon, Monumen Simpang Lima Gumul, Kediri Lagi |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 15 Aug 2017 02:33 |
| Last Modified: | 25 Oct 2021 06:26 |
| URI: | http://repository.ub.ac.id/id/eprint/1310 |
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