PENGARUH CITY BRANDING TERHADAP CITY IMAGE DAN KEPUTUSAN BERKUNJUNG WISATAWAN KE WILAYAH KEPULAUAN SERIBU DI PROVINSI DKI JAKARTA

SAFINAH, SAFINAH (2022) PENGARUH CITY BRANDING TERHADAP CITY IMAGE DAN KEPUTUSAN BERKUNJUNG WISATAWAN KE WILAYAH KEPULAUAN SERIBU DI PROVINSI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Various regions in Indonesia already have their own brand names or regional icons. So naming a brand or icon in an area (city branding) creates an image of a city (city image). If the second factor is increased, it will affect the decision to visit tourists to a tourist spot. So in this study, city branding and city image are used to see the extent of their influence on the decision to visit the Thousand Islands region in DKI Jakarta Province. The object of this research is tourists who have visited the Thousand Islands as many as 125 respondents. The approach used in this research is descriptive statistics with SPSS version 25 analysis tool. The results show that City Branding has a positive and significant effect on City Image. City Branding has a positive and significant effect on the decision to visit. City Image has a positive and significant effect on the decision to visit. And City Branding has a negative and insignificant effect on the decision to visit through City Image. Keywords: City Branding, City Image, Visiting Decision Berbagai daerah di Indonesia sudah banyak memiliki penamaan merek atau ikon daerahnya tersendiri. Sehingga penamaan merek atau ikon pada suatu daerah (city branding) tersebut menciptakan citra pada sebuah kota (city image). Jika kedua faktor itu ditingkatkan, akan mampu mempengaruhi keputusan berkunjung wisatawan ke suatu tempat wisata. Sehingga dalam penelitian ini, city branding dan city image digunakan untuk melihat sejauh mana pengaruhnya terhadap keputusan berkunjung wisatawan ke wilayah Kepulauan Seribu di Provinsi DKI Jakarta. Objek penelitian ini adalah wisatawan yang sudah pernah berkunjung ke Kepulauan Seribu sebanyak 125 responden. Pendekatan yang digunakan dalam penelitian ini adalah Statistik Deskriptif dengan alat analisis SPSS versi 25. Hasil penelitian menunjukan bahwa City Branding berpengaruh positif dan signifikan terhadap City Image. City Branding berpengaruh positif dan signifikan terhadap keputusan berkunjung. City Image berpengaruh positif dan signifikan terhadap keputusan berkunjung. Dan City Branding berpengaruh negatif dan tidak signifikan terhadap keputusan berkunjung melalui City Image. Kata Kunci : City Branding, City Image, Keputusan Berkunjung

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 047
NIM/NIDN Creators: 43118010172
Uncontrolled Keywords: City Branding, City Image, Keputusan Berkunjung
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari 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 > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Jul 2022 02:37
Last Modified: 18 Jul 2022 02:37
URI: http://repository.mercubuana.ac.id/id/eprint/65354

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