Duwi, Yosi Herlian (2017) Pengaruh City Branding, City Image Dan Reference Group Terhadap Keputusan Berkunjung Kembali Wisatawan Di Kota Batu. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh city branding, city image, dan reference group terhadap keputusan berkunjung kembali dan untuk mengetahui mana dari ketiga variabel tersebut yang memiliki pengaruh paling dominan. Penelitian dilakukan terhadap wisatawan yang telah melakukan kunjungan minimal dua kali. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian explanatory research, yaitu penelitian yang menjelaskan hubungan kausal antar variabel melalui pengujian hipotesis. Pengambilan data dilakukan secara langsung di Kota Batu dengan menggunakan kuesioner (survey). Teknik pengambilan sampel yang digunakan adalah purposive sampling, jumlah sampel dalam penelitian ini sebanyak 120 responden. Pengujian hipotesis dalam penelitian ini menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa 1) Tidak terdapat pengaruh signifikan variabel city branding (X1) terhadap keputusan berkunjung kembali (Y). 2) Terdapat pengaruh positif dan signifikan variabel city image (X2) terhadap keputusan berkunjung kembali (Y). 3) Terdapat pengaruh positif dan signifikan variabel reference group (X3) terhadap keputusan berkunjung kembali (Y). 4) variabel reference group (X3) memiliki pengaruh yang paling dominan terhadap keputusan berkunjung kembali (Y). Hasil penelitian ini menyatakan bahwa ke tiga variabel bebas (city branding, city image, dan reference group) memberikan kontribusi terhadap variabel terikat (keputusan berkunjung kembali) sebesar 36,6%
English Abstract
This study aims at determine the influence of city branding, city image, and reference groups on revisiting decision and determining the variable that has the most dominant influence. This study was conducted on tourists who have visited Batu City at least twice. This explanatory research uses quantitative approach. It explains the causal relations between variables through hypothesis testing. The data were collected directly in Batu City using questionnaires (surveys). Using purposive sampling, 120 respondents were selected as the samples. The hypotheses of this study were tested using multiple linear regression analysis. The results show that 1) There is no significant effect of city branding (X1) on revisiting decision (Y); 2) There are positive and significant effects of city image (X2) on revisiting decision (Y); 3) There is a positive and significant effect of reference group (X3) on revisiting decision (Y); 4) reference group (X3) has the most dominant influence on revisiting decision (Y). The results of this study indicate that the three independent variables (city branding, city image, and reference group) contribute to the dependent variable (revisiting decision) at 36.6%.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/332/051706553 |
| Uncontrolled Keywords: | City Branding, City Image, Reference Group, Keputusan Berukunjung Kembali, Kota Batu |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 15 Aug 2017 03:59 |
| Last Modified: | 25 Oct 2021 06:14 |
| URI: | http://repository.ub.ac.id/id/eprint/1337 |
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