Ferandinal, Salsabila Rizkya (2019) Analysis On The Impact Of Wonderful Indonesia Brand Equity Towards Foreign Tourists’ Intention To Visit Indonesia (A Study Among Asean Residence). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dampak dari Ekuitas Merek Wonderful Indonesia (Citra Merek, Asosiasi Merek, Kesadaran Merek, dan Kualitas Persepsi) terhadap Niat Wisatawan Asing untuk mengunjungi Indonesia dengan studi di kalangan turis ASEAN. Jenis penelitian ini adalah explanatory research, yang menjelaskan hubungan dan pengaruh antara satu variabel dengan variabel lainnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 250 responden di mana survei dilakukan melalui kuesioner online. Sampel penelitian ini terdiri dari responden yang bertempat tinggal ASEAN dan mengetahui tentang merek Wonderful Indonesia. Analisis data yang digunakan dalam penelitian ini adalah Analisis Regresi Linier Berganda dan pengujian hipotesis menggunakan ujit yang diproses melalui perangkat lunak SPSS. Dari hasil pengujian empat hipotesis, dapat disimpulkan bahwa variabel Citra Merek, Asosiasi Merek, Kesadaran Merek, dan Kualitas Persepsi memiliki pengaruh positif signifikan terhadap niat berkunjung ke Indonesia. Dari penelitian ini, dapat disimpulkan bahwa mempertahankan Ekuitas Merek Wonderful Indonesia akan meningkatkan Niat konsumen untuk datang ke Indonesia.
English Abstract
This research aims to discover the impact of Wonderful Indonesia Brand Equity (Brand Image, Brand Association, Brand Awareness, and Perceived Quality) Towards Foreign Tourist Intention to visit Indonesia with the study among ASEAN Foreigners. The type of this research is the explanatory research, which explains the relationship and the influence between one variable and another through hypothesis testing. This research collected sample of 250 respondents where the survey was conducted through an online questionnaire. The sample of this research consisted of the respondents who were ASEAN residence and recognize Indonesia's branding, which is Wonderful Indonesia. The data analysis used in this research was the Multiple Linear Regression Analysis and the hypothesis testing using the t-test which is processed through the SPSS software. From the results of testing four hypotheses, it can be concluded that the variable of Brand Image, Brand Association, Brand Awareness, and Perceived Quality have significant positive influence on the intention to visit Indonesia. This research implied that proper maintenance of the Brand Equity of Wonderful Indonesia would increase the consumers' intention to visit Indonesia.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/47/051903484 |
| Uncontrolled Keywords: | Wonderful Indonesia, Ekuitas Merek, Citra Merek, Asosiasi Merek, Kesadaran Merek, Persepsi, Keinginan Konsumen, Wonderful Indonesia, Brand Equity, Brand Image, Brand Association, Brand Awareness, Perceived, Consumers' Intention. |
| 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: | Nur Cholis |
| Date Deposited: | 20 Jul 2020 07:12 |
| Last Modified: | 21 Oct 2021 04:32 |
| URI: | http://repository.ub.ac.id/id/eprint/170200 |
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