Rachmi, Dea Radista (2019) Pengaruh City Branding “Shining Batu” terhadap Citra Kota dan Keputusan Berkunjung Wisatawan ke Kota Batu. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh city branding terhadap city image; pengaruh city branding terhadap keputusan berkunjung; dan pengaruh city image terhadap keputusan berkunjung.Penelitian kuantitatif ini berjenis eksplanatif dengan paradigma positivistik menggunakan metode survei serta menggunakan teknik pengumpulan data berupa kuesioner. Dalam penelitian ini menggunakan populasi yaitu wisatawan nusantara yang berkunjung ke Kota Batu pada tahun 2012-2017 dan total sampel sebanyak 100 responden. Penelitian ini menggunakan alat uji instrument yaitu uji validitas dan reliabilitas. Uji asumsi klasik yang digunakan ialah uji normlitas, uji linearitas, uji multikolinieritas, uji heterokedastisitas, dan uji autokerelasi. Untuk analisis data menggunakan analisis jalur (path analysis). Hasil penelitian menunjukkan nahwa city branding (X) berpengaruh positif signifikan terhadap citra kota (Z), city branding (X) berpengaruh positif signifikan terhadap keputusan berkunjung (Y), dan citra kota (Z) berpengaruh positif signifikan terhadap keputusan berkunjung (Y). City branding “Shining Batu” berpengaruh terhadap keputusan berkunjung wisatawan ke Kota Batu melalui citra kota. Dengan demikian, dapat dikatakan bahwa keputusan berkunjung wisatawan ke Kota Batu dapat tercipta dan semakin meningkat diakibatkan city branding “Shining Batu” dan diukur melalui citra kota yang dipersepsikan oleh wisatawan.
English Abstract
This research aims to determine the effect of city branding on city image; the influence of city branding on visiting decisions; and the influence of city image on visiting decisions. This quantitative research is an explanatory type with a positivistic paradigm using survey methods and questionnaires as the data collection techniques. Population in this study is the local tourist who visited Batu City in 2012-2017 with total of sample are 100 respondents. This study used instrument testing, namely the validity and reliability test. The classic assumption test used the normality test, linearity test, multicollinearity test, heterocedasticity test, and autocorrelation test. In this research used path analysis to analyze the data. The result showed that city branding (X) had a significant positive effect on city image (Z), city branding (X) had a significant positive effect on visiting decisions (Y), and city image (Z) had a significant positive effect on visiting decisions (Y). City branding "Shining Batu" influenced the decision of tourists visit to Batu City through the image of the city. Thus, it could be said that the decision of tourists visit to the city of Batu could be created and increased due to city branding "Shining Batu" and measured by the image of the city which perceived by tourists.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/138/051902510 |
| Uncontrolled Keywords: | City Branding, Citra Kota, Keputusan Berkunjung |
| Subjects: | 300 Social sciences > 338 Production > 338.4 Secondary industries and services > 338.47 Services and specific products > 338.479 1 Services and specific products (Geography and travel) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 01 Oct 2019 02:48 |
| Last Modified: | 16 Jul 2020 07:36 |
| URI: | http://repository.ub.ac.id/id/eprint/169379 |
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