PENGARUH CITY BRANDING TERHADAP KEPUTUSAN KUNJUNGAN KEMBALI KE TEMPAT TUJUAN WISATA (Studi Pada: Wisatawan di Kota Batu)

Authors

  • Ninik Aris Cahyani
  • Ida Yulianti

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh city branding terhadap keputusan kunjungan kembali ke tempat tujuan wisata. Populasi dalam penelitian ini semua orang yang pernah mengunjungi objek wisata Kota Batu dengan jumlah yang tidak diketahui, dengan menggunakan analisis dari aturan Roscoe, maka ditentukan 100 sampel penelitian. Penelitian ini menggunakan purposive sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah metode analisis regresi berganda.

Hasil penelitian menunjukkan bahwa nilai uji t secara parsial variabel safety, nature, shopping, transport, social bonding, city brand attitudes berpengaruh terhadap keputusan kunjungan kembali, hasil uji F secara simultan variabel clean environment, safety, nature, shopping, transport, sosial bonding, city brand attitudes berpengaruh terhadap keputusan kunjungan kembali, serta berdasarkan hasil yang dominan yaitu variabel city brand attitudes mempunyai pengaruh dominan terhadap keputusan kunjungan kembali.

 

Kata Kunci: City branding, clean environment, safety, nature, shopping, transport, sosial bonding, city  brand attitudes , keputusan kunjungan kembali.

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Published

2016-04-08

Issue

Vol. 3 No. 2

Section

S1 MANAJEMEN

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