PENGARUH CITY BRANDING, ELECTRONIC WORD OF MOUTH (E-WOM) DAN DESTINATION IMAGE , TERHADAP KEPUTUSAN BERKUNJUNG WISATA KE KABUPATEN PANDEGLANG (Studi kasus pada Taman Nasional Ujung Kulon)

MELIA, IIS (2019) PENGARUH CITY BRANDING, ELECTRONIC WORD OF MOUTH (E-WOM) DAN DESTINATION IMAGE , TERHADAP KEPUTUSAN BERKUNJUNG WISATA KE KABUPATEN PANDEGLANG (Studi kasus pada Taman Nasional Ujung Kulon). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to identify the effect of City Branding, E-wom and Destination Image variables on the decision variables of visiting Pandeglang Regency (case study of Ujung Kulon National Park). The data used are primary data using a questionnaire distributed to 200 respondents in DKI Jakarta and have visited the Ujung Kulon National Park Pandeglang. Data were analyzed by using Structural Positive and Equation Model (SEM) application of Partial Least Square (smartPLS 3.0) to test all relationships between City Brnading, Electronic Word of Mouth and E-Image variables on visiting decision variables. in the model. The results of this study indicate that City Brading, Electronic Word of Mouth (EWOM) has a positive and significant relationship to visiting decisions. However, Destination Image has a positive and insignificant relationship with visiting decisions. Keyword : City Branding,-Electronic-word of-mouth-(E-wom), Destination Image, Decision to visit Penelitian ini bertujuan untuk mengetahui pengaruh variabel City Branding, Electronic word of mouth (E-wom) dan Destination Image terhadap variabel keputusan berkunjung ke Kabupaten Pandeglang (studi kasus Taman Nasional Ujung Kulon) Data yang digunakan adalah data primer menggunakan kuesioner yang disebar kepada 200 responden di DKI Jakarta dan pernah berkunjung ke Taman Nasional Ujung Kulon Pandeglang. Data dianalisis dengan meggunakan aplikasi Structural Positive and Equation Model (SEM) Partial Least Square (smartPLS 3.0) untuk menguji semua hubungan antara variabel City Brnading,- Electronic-word of-mouth-(E-wom) dan Destination Image-terhadap variabel keputusan berkunjung dalam model. Hasil dari penelitian ini menunjukkan bahwa City Brnading,-Electronic-word of-mouth-(E-wom) memiliki hubungan yang positif dan signikan terhadap keputusan berkunjung. Namun, Destination Image memiliki hubungan yang positif dan tidak signifikan terhadap keputusan berkunjung. Kata Kunci : City Branding,-Electronic-word of-mouth-(E-wom), Destination Image, Keputusan berkunjung

Item Type: Thesis (S1)
Call Number: SE/31/19/050
NIM: 43114120088
Uncontrolled Keywords: City Branding,-Electronic-word of-mouth-(E-wom), Destination Image, Keputusan berkunjung
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 06 Dec 2019 01:36
Last Modified: 06 Dec 2019 01:36
URI: http://repository.mercubuana.ac.id/id/eprint/52559

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