Pengaruh City Branding “Beautiful Malang”, Citra Kota, Terhadap Minat Berkunjung, dan Keputusan Berkunjung

Abstract

English This study aims to know and explain the influence of city branding on the interest of visiting, the image of the city of visiting interest, city branding against the decision of visiting, the image of the city against the decision to visit, city branding against visiting decisions through visiting interest, the image of the city against the decision to visit through visiting interests, visiting interest in visiting decisions. This type of research is explanatory research with a quantitative approach and using path analysis. The population of this study is Malang City Tour 2018, The sample used in this study as many as 100 respondents taken using convenience sampling. The results of this study indicate that the city branding is not significant to the interest of visiting, the image of the city significant to the interest of visiting, city branding is not significant to the decision of visiting, the image of the city significant to the decision visiting, city branding significant to the decision of visiting, the image of the city significant to the decision to visit through interest visited, visiting interest is not significant to the decision of visiting. Keywords: Branding, City image, Visiting Interest, Visiting Decision. Indonesia Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh city branding terhadap minat berkunjung, citra Kota terhadap minat berkunjung, city branding terhadap keputusan berkunjung, citra Kota terhadap keputusan berkunjung, city branding terhadap keputusan berkunjung melalui minat berkunjung, citra Kota terhadap keputusan berkunjung melalui minat berkunjung, minat berkunjung terhadap keputusan berkunjung. Jenis penelitian ini adalah penelitian eksplanatori (explanatory research) dengan pendekatan kuantitatif dan menggunakan analisis jalur. Populasi penelitian ini adalah Wisatawan Kota Malang 2018, Sampel yang digunakan dalam penelitian ini sebanyak 100 responden yang diambi menggunakan convenience sampling. Hasil penelitian ini menunjukkan bahwa city branding tidak signifikan terhadap minat berkunjung, citra Kota signifikan terhadap minat berkunjung, city branding tidak signifikan terhadap keputusan berkunjung, citra Kota signifikan terhadap keputusan berkunjung, city branding signifikan terhadap keputusan berkunjung,citra Kota signifikan terhadap keputusan berkunjung melalui minat berkunjung, minat berkunjung tidak signifikan terhadap keputusan berkunjung. Keywords: Branding, Citra Kota, Minat Berkunjung, Keputusan Berkunjung

Keywords

• Branding, City image, Visiting Interest, Visiting Decision