Putra, Endhar Widjaya (2018) Pengaruh City Branding Terhadap City Image Serta Dampaknya Pada Intention To Visit Dan Decision To Visit Survei Terhadap Pengunjung Domestik yang Melakukan Kunjungan ke Kota Yogyakarta. Magister thesis, Universitas Brawijaya.
Abstract
Penulisan tesis dengan judul “ Pengaruh City Branding Terhadap City Image serta Dampaknya Pada Intention to Visit dan Decision to Visit” merupakan sebuah studi kajian khusus terhadap strategi city branding untuk menghasilkan city image yang kuat dan positif serta berdampak pada minat dan keputusan berkunjung ke kota Yogyakarta. Rumusan masalah dalam penelitian ini adalah: (1) Apakah city branding berpengaruh signifikan terhadap city image?, (2) Apakah city branding berpengaruh signifikan terhadap intention to visit?, (3) Apakah city branding berpengaruh signifikan terhadap decision to visit?, (4) Apakah city image berpengaruh signifikan terhadap intention to visit?, (5) Apakah city image berpengaruh signifikan terhadap decision to visit?, (6) Apakah intention to visit berpengaruh signifikan terhadap decision to visit?. Penelitian ini dilaksanakan di tujuh destinasi pariwisata di Kota Yogyakarta dan teknik sampling menggunakan purposive sampling. Sampel dalam penelitian ini berjumlah 280 orang pengunjung yang melakukan kunjungan ke kota Yogyakarta. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pendekatan eksplanatori. Teknik pengumpulan data berasal dari data primer dengan menggunakan kuesioner, data dianalisis menggunakan SPSS dan teknik analisis data menggunakan analisis Structural Equation Model (SEM) dan Partial least Square (PLS). Hasil temuan penelitian menunjukkan bahwa: H1 city branding berpengaruh positif dan signifikan terhadap city image, H2 city branding berpengaruh positif dan signifikan terhadap intention to visit, H3 city branding berpengaruh tidak signifikan terhadap decision to visit, H4 city image berpengaruh positif dan signifikan terhadap intention to visit, H5 city image berpengaruh positif dan signifikan terhadap decision to visit, H5 intention to visit berpengaruh positif dan signifikan terhadap decision to visit.
English Abstract
The main purpose of this study is to understand the influence of city branding toward city image and its impact on the intention to visit and decision to visit. This study uses four variables including city branding, city image, intention to visit, and decision to visit. Formulation of the problem in this study are: (1) City branding has significant effect on city image, (2) City branding has significant effect on inten-tion to visit, (3) City branding has significant effect on decision to visit, (4) City image has significant effect on intention to visit, (5) City image has significant effect on decision to visit. (6) Intention to visit has significant effect on decision to visit. The samples used in this study were 280 domestic visitors there is a tourism destination in Yogyakarta City and they aware of “Jogja istimewa” as a brand of Yogyakarta City. It is the destination tourism that located on seven destinations consist of Keraton Yogyakarta, Pagelaran Keraton, Malioboro, Museum Benteng Vredeburg, Taman Sari, Taman Pintar, and Gembira Loka Zoo. Research methods used in this research is quantitative methods with eksplanatory resecrh approach. Structural Equation Model (SEM) base on Partial Least Square (PLS) is used to analyze and measure the degree between the independent variable and dependent variable. Research findings show that: H1 city branding positively and significantly effect on city image, H2 city branding positively and significantly effect on intention to visit, H3 city branding has insignificant on decision to visit, H4 city image of positive and significant effect on intention to visit, H5 city image positively and significantly effect on decision to visit, H5 intention to visit a positive and significant effect on decision to visit.
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.827/PUT/p/2018/041905135 |
| Uncontrolled Keywords: | BRAND LOYALTY, HALO EFFECT (BRAND CHOICE), COSUMER BEHAVIOR |
| 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: | S2/S3 > Magister Administrasi Bisnis, Fakultas Ilmu Administrasi |
| Depositing User: | Endang Susworini |
| Date Deposited: | 09 Jan 2020 03:29 |
| Last Modified: | 09 Jan 2020 03:29 |
| URI: | http://repository.ub.ac.id/id/eprint/177704 |
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