CITY BRANDING KABUPATEN PANGANDARAN SEBAGAI KOTA WISATA

Pratami Wulan Tresna, Arianis Chan, Tetty Herawaty

Abstrak


Pangandaran is one of the regions in Indonesia known as the City of Tourism because it has high natural and tourist potential. This potential is the basic material for a region in carrying out city branding so that it can achieve its brand equity The purpose of this study is to analyze how Pangandaran's city branding is viewed from a tourist perspective. In this study the method used is quantitative research. The sample in this study was 293 people obtained using accidental sampling withdrawal techniques. The data analysis technique used is the SEM method with the PLS approach. Research shows that Attitude has a direct and significant influence on Brand Preference. Brand Equity has a direct and significant influence on Brand Preference. Brand Image does not have a direct significant influence on Brand preference.

 

Pangandaran merupakan salah satu wilayah di Indonesia yang dikenal sebagai Kota Wisata karena memiliki potensi alam dan wisata yang tinggi. Potensi ini menjadi bahan dasar bagi suatu wilayah dalam melakukan city branding sehingga dapat mencapai ekuitas mereknya Tujuan dari penelitian ini adalah untuk menganalisis bagaimana city branding Pangandaran ditinjau dari perspektif wisatawan. Dalam penelitian ini metode yang digunakan adalah penelitian kuantitatif. Sampel pada penelitian ini adalah sebanyak 293 orang yang didapatkan dengan menggunakan teknik penarikan sampling aksidental. Teknik analisa data yang digunakan adalah metode SEM dengan pendekatan PLS. Penelitian memperlihatkan hasil bahwa Attitude memiliki pengaruh signifikan secara langsung terhadap Brand Preference. Brand Equity memiliki pengaruh signifikan secara langsung terhadap Brand Preference. Brand Image tidak memiliki pengaruh signifikan secara langsung terhadap Brand preference.


Kata Kunci


brand equity ; attitude ; brand preference ; brand image ;kota wisata

Teks Lengkap:

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Referensi


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DOI: https://doi.org/10.24198/adbispreneur.v4i1.19813

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