PENGARUH CITY BRANDING “SHINING BATU” TERHADAP CITY IMAGE DAN KEPUTUSAN BERKUNJUNG WISATAWAN KE KOTA BATU TAHUN 2014

Authors

  • Lita Ayu Wandari

Abstract

This research aims to: investigate the influence of city branding on city image; investigate the influence of city branding on decision to visit; and investigate the influence of  ity image on decision to visit. The research method used in this study is explanatory reserach. Sample of 102 tourists visiting the tourist attractions in Batu 2014 purposive random sampling technique. Methods of data collection questionnaire. Descriptive data analysis and path analysis. The results showed that the variables significantly influence city branding of city image; city ​​branding variables significantly influence decision visit; and variable city image but no significant effect on the decision to visit. Based on these results it is suggested City Branding Stone City should continue to be published to the public so that people understand the meaning of the brand of Batu City "Shining Batu". In addition, the government should improve city image of Batu City in order to create a more positive image of the good of the town of Batu in the minds of tourists. Keyword:  city branding, city image and decision to visit Abstrak Penelitian ini bertujuan: mengetahui pengaruh city branding terhadap city image; pengaruh city branding terhadap keputusan berkunjung; dan pengaruh city image terhadap keputusan berkunjung. Jenis penelitian yang digunakan adalah explanatory research. Sampel sebanyak 102 wisatawan yang mengunjungi tempat wisata di Kota Batu tahun 2014. Teknik purposive random sampling. Metode pengumpulan data kuesioner. Analisis data secara deskriptif dan path analysis. Hasil penelitian menunjukkan bahwa variabel city branding berpengaruh signifikan terhadap city image; variabel city branding berpengaruh signifikan terhadap keputusan berkunjung; dan variabel city image berpengaruh tetapi tidak signifikan terhadap keputusan  berkunjung. Berdasarkan hasil penelitian ini maka disarankan City Branding Kota Batu hendaknya terus dipublikasikan kepada masyarakat agar masyarakat memahami makna dari brand Kota Batu “Shining Batuâ€. Selain itu, pemerintah Kota Batu hendaknya meningkatkan city image Kota Batu yang lebih positif agar tercipta citra yang baik terhadap Kota Batu di benak wisatawan. Kata kunci: city branding, city image dan keputusan berkunjung

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Published

2014-11-14

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Articles