Ubjaan, Jusak and Prof. Dr. Umar Nimran,, MA and Prof. Dr. Suharyono,, MA and Andriani Kusumawati,, S.Sos, M.Si, DBA (2018) Pengaruh City Branding Terhadap Revisit Intention Melalui City Image, Persepsi Nilai, Sikap Merek dan Kepuasan Wisatawan (Studi pada Wisatawan Nusantara di Kota Ambon, Periode 2017). Doktor thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan menganalisis pengaruh variabel city branding terhadap revisit intention melalui variabel city image, persepsi nilai, sikap merek dan kepuasan wisatawan. Jenis penelitian ini adalah explanatory, dan teknik pengambilan sampel adalah purposive sampling. Data dikumpulkan dengan menyebarkan kuesioner kepada 142 Wisatawan Nusantara di kota Ambon. Analisis GSCA digunakan untuk menganalisis data. Hasil penelitian menunjukkan bahwa (1) City branding berpengaruh signifikan terhadap city image, (2) City branding berpengaruh signifikan terhadap persepsi nilai, (3) City branding berpengaruh signifikan terhadap sikap merek, (4) City branding berpengaruh signifikan terhadap kepuasan wisatawan, (5) City branding berpengaruh signifikan terhadap revisit intention, (6) City image berpengaruh signifikan terhadap persepsi nilai, (7) City image berpengaruh signifikan terhadap sikap merek, (8) City image berpengaruh signifikan terhadap kepuasan wisatawan, (9) City image berpengaruh tidak signifikan terhadap revisit intention, (10) Persepsi nilai berpengaruh signifikan terhadap kepuasan wisatawan, (11) Persepsi nilai berpengaruh tidak signifikan terhadap revisit intention, (12) Sikap merek berpengaruh signifikan terhadap kepuasan wisatawan, (13) Sikap merek berpengaruh signifikan terhadap revisit intention, dan (14) Kepuasan wisatawan berpengaruh signifikan terhadap revisit intention. Hasil analisis terhadap variabel penelitian yang berpengaruh tidak signifikan, hendaknya menjadi perhatian dan ditingkatkan menjadi sangat tinggi. Untuk kepentingan itu, pemerintah kota perlu membentuk tim khusus yang bertugas mengevaluasi secara berkala yang dilakukan melalui survei kepuasan konsumen.
English Abstract
This study aims to analyze the influence of city branding variables on the revisit intention through city image variables, perceptions of value, brand attitude and satisfaction of tourists. The type of this research was explanatory, and sampling technique was purposive sampling. Data were collected by distributing questionnaires to 142 Domestic Tourists in Ambon City. GSCA analysis is used to analyze data. The result of the research shows that (1) City branding has significant effect on the city image, (2) City branding has significant influence to the perceived value, (3) City branding has significant effect on the brand attitude, (5) ) City image has a significant effect on the perceived value, (7) City image has a significant effect on brand attitude, (8) City image has significant effect on tourist satisfaction, (9) City image has no significant effect on the revisit intention (10) The perception of value has a significant effect on the satisfaction of tourists, (11) The perceived value has no significant effect on the revisit intention, (12) Brand attitudes significantly influence the satisfaction of tourists, (13) Brand attitudes significantly influence the revisit intention, and (14) The satisfaction of tourists has a significant effect on the revisit intention. The results of the analysis of research variables that have an effect are not significant, should be attention and increased to be very high. To that end, the municipality needs to establish a special team in charge of periodic evaluations conducted through customer satisfaction surveys.
| Item Type: | Thesis (Doktor) |
|---|---|
| Identification Number: | DIS910/UBJ/p/2018/061810027 |
| Uncontrolled Keywords: | City branding, City image, Persepsi nilai, Sikap merek, Kepuasan wisatawan, Revisit intention,City branding, City image, Perceived value, Brand attitude, Tourist satisfaction, Revisit intention. |
| Subjects: | 900 History, geography and auxiliary disciplines > 910 Geography and travel |
| Divisions: | S2/S3 > Doktor Ilmu Administrasi, Fakultas Ilmu Administrasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 11 Oct 2022 03:57 |
| Last Modified: | 11 Oct 2022 03:57 |
| URI: | http://repository.ub.ac.id/id/eprint/195547 |
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