ANALYSIS ON THE IMPACT OF WONDERFUL INDONESIA BRAND EQUITY TOWARDS FOREIGN TOURISTS’ INTENTION TO VISIT INDONESIA (A STUDY AMONG ASEAN RESIDENCE)

Abstract

This research aims to discover the impact of Wonderful Indonesia Brand Equity (Brand
Image, Brand Association, Brand Awareness, and Perceived Quality) Towards Foreign Tourist
Intention to visit Indonesia with the study among ASEAN Foreigners. The type of this research
is the explanatory research, which explains the relationship and the influence between one
variable and another through hypothesis testing. This research collected sample of 250
respondents where the survey was conducted through an online questionnaire. The sample of
this research consisted of the respondents who were ASEAN residence and recognize
Indonesia's branding, which is Wonderful Indonesia. The data analysis used in this research
was the Multiple Linear Regression Analysis and the hypothesis testing using the t-test which
is processed through the SPSS software. From the results of testing four hypotheses, it can be
concluded that the variable of Brand Image, Brand Association, Brand Awareness, and
Perceived Quality have significant positive influence on the intention to visit Indonesia. This
research implied that proper maintenance of the Brand Equity of Wonderful Indonesia would
increase the consumers' intention to visit Indonesia.
Keywords: Wonderful Indonesia, Brand Equity, Brand Image, Brand Association, Brand
Awareness, Perceived, Consumers' Intention.