Influence of City Branding, Brand Identity, and Brand Image On Visiting Decision to Pekalongan City

Abstract

Recently, city branding has become the most crucial issue in tourism marketng. It is not only to atract the tourists to visit the city but also to improve its image. This research was conducted by respondent survey to analyze the influence of city branding to the decision for visitng Pekalongan city. Respondents were the visitors of mega event “Batk Pekalongan Internatonal Week.” The respondents were the visitors of “Pekalongan Batk Week Internatonal.” The research was conducted by using a survey design. Respondents were selected by purposive sampling in which they were adults of minimally senior high school graduates and employed. From the 125 surveyed respondents, 81 (64.8%) were not Pekalongan people. Analysis methods of this study were multple linear regression analysis, using F test, t test, and path analysis (mediaton test). The result showed that city branding did not directly influence the decision to visit Pekalongan. City branding had effects on decision to visit Pekalongan through the mediation of brand identity and brand image.

Keywords

• City Branding
• Brand Identty
• Brand Image
• The Decision to Visit