PENGARUH CITY BRANDING, DESTINATION IMAGE, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BERKUNJUNG DAN DAMPAKNYA PADA KEPUTUSAN BERKUNJUNG KE KABUPATEN SUKABUMI

RAHAYU, HERVIEN NGGANTENG (2019) PENGARUH CITY BRANDING, DESTINATION IMAGE, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BERKUNJUNG DAN DAMPAKNYA PADA KEPUTUSAN BERKUNJUNG KE KABUPATEN SUKABUMI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this research was to find out the influence of city branding, destination image and e-WOM toward visiting intention and decision to Sukabumi. The purpose of doing this research because Sukabumi had a lot of travel destination but remains unknown for some people. The object of this research are traveller who lived in Jakarta. This approach of this research was quantitative descriptive and path analys. Data collected using interview method as a pre-survey analyze and data primer. Those data processed using Smart PLS 3.0 based on questionnaire result answered by 245 respondents with purposive sampling method. City branding and destination image have a significant effect on interest in visiting but not with e-WOM. Destination image and e-WOM have a significant effect on visiting decisions but not with city branding. Keywords: City Branding, Destination Image, e-WOM, visiting intention, decision to visit, Sukabumi. Penelitian ini bertujuan untuk mengetahui pengaruh city branding, destination image dan e-WOM terhadap minat dan keputusan kunjungan ke Sukabumi. Alasan dilakukan penelitian karena Sukabumi memiliki jumlah destinasi wisata yang kaya tetapi belum bisa menjadikan Sukabumi sebagai tujuan wisata favorit di Indonesia. Objek dalam penelitian adalah orang yang pernah berkunjung ke Sukabumi dan bertempat tinggal di Jakarta dan sekitarnya. Penelitian ini menggunakan analisis deskriptif kuantitatif dan path analys. Pengumpulan data dengan teknik wawancara pertanyaan terbuka sebagai bahan pra survey dan data primer. Olah data dengan menggunakan Smart PLs 3.0 dari hasil kuesioner yang dibagikan kepada 245 responden dengan jenis purposive sampling. City branding dan destination image berpengaruh signifikan terhadap minat berkunjung tetapi tidak dengan e-WOM. Destination image dan e-WOM berpengaruh signifikan terhadap keputusan berkunjung tetapi tidak dengan city branding. Kata kunci : City Branding, Destination Image, e-WOM, minat berkunjung, keputusan berkunjung, Sukabumi.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 104
NIM/NIDN Creators: 43113110103
Uncontrolled Keywords: City Branding, Destination Image, e-WOM, minat berkunjung, keputusan berkunjung, Sukabumi.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.56 Decision Theory/Teori Keputusan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 320.1-320.9 Standard Subdivisions of Political dan Government Science/Subdivisi Standar Dari Ilmu Politik dan Ilmu Pemerintahan > 320.6 Policy Making/Keputusan Politik
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Nov 2021 06:13
Last Modified: 05 Apr 2022 03:16
URI: http://repository.mercubuana.ac.id/id/eprint/50208

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