Texts

PENGARUH CITY BRANDING “THE SOUL OF MADURA” TERHADAP CITY IMAGE DAN CITY BRAND PERSONALITY SERTA DAMPAKNYA TERHADAP DECISION TO VISIT PASCA PANDEMI COVID-19 : Survei Pada Pengunjung Domestik Kabupaten Sumenep

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RINGKASAN

Moh. Ibram Malik, Program Magister Ilmu Administrasi Bisnis Universitas
Brawijaya Malang, “Pengaruh City Branding “The soul of Madura” Terhadap City
image Dan City brand personality Serta Dampaknya Terhadap Decision to visit
Pasca Pandemi Covid-19 (Survei Pada Pengunjung Domestik Kabupaten
Sumenep)”; Komisi Pembimbing: Ketua: Prof. Andriani Kusumawati, S.Sos, M.Si,
DBA., Anggota: Edriana Pangestuti, SE, M.Si, DBA.

Penulisan Tesis dengan judul “Pengaruh City Branding “The soul of
Madura” Terhadap City image dan City brand personality Serta Dampaknya
Terhadap Decision to visit Pasca Pandemi Covid-19” merupakan sebuah studi
kajian mengenai strategi penerapan city branding. Penelitian ini bertujuan untuk
memberikan bukti empiris mengenai pengaruh city branding terhadap City image,
City brand personality serta dampakanya terhadap Decision to visit. Industri
pariwisata merupakan salah satu sektor ekonomi yang memiliki tingkat
perkembangan paling pesat. Strategi khusus harus dilakukan oleh suatu kota agar
dapat menarik pengunjung untuk datang ke kotanya. Salah satu strategi yang bisa
dilakukakan adalah dengan melakukan pemasaran yang baik untuk dapat menarik
minat dari wisatawan. Saat ini kota membutuhkan merek untuk mudah dikenali
oleh wisatawan. Merek kota yang dimaksud biasa disebut dengan Place Branding
atau City branding.

Penelitian ini termasuk kedalam jenis penelitian eksplanatori dan
penentuan sampel menggunakan menggunakan metode Roscoe sebanyak 120
responden. Objek penelitian ini adalah Pengunjung Domestik Kabupaten
Sumenep. Pengumpulan data dilakukan sejak September 2023 hingga Desember
2023 dengan metode Porposive sampling. Metode analisis data menggungakan
structural equation modelling berbasis variance atau atau biasa disebut SEM-PLS.
Penelitian ini menemukan bahwa: 1). City branding berpengaruh positif dan
signifikanterhadap terhadap City image; 2). City branding berpengaruh negatif dan
tidak signifikan terhadap City brand personality; 3). City branding berpengaruh
positif namun tidak signifikan terhadap decision to visi; 4). City image berpengaruh
positif dan signifikan terhadap City brand personality; 5). City image berpengaruh
positif namun tidak signifikan terhadap decision to visit; 6). City brand personality
berpengaruh positif namun tidak signifikan terhadap decision to visit.
Kata Kunci : City branding, City image, City brand personality, Decision to visit

SUMMARY

Moh. Ibram Malik, Master's Program in Business Administration, Brawijaya
University Malang, The Influence of City Branding "The soul of Madura" on City
image and City brand personality and Its Impact on Decision to visit Post Covid-19
Pandemic (Survey on Domestic Visitors of Sumenep Regency); Supervisory
Commission: Chair: Prof. Andriani Kusumawati, S.Sos, M.Si, DBA., Members:
Edriana Pangestuti, SE, M.Si, DBA.

The thesis titled "The Influence of City Branding 'The soul of Madura' on
City image and City brand personality and Its Impact on Decision to visit Post
Covid-19 Pandemic" is a study focusing on the implementation strategy of city
branding. This research aims to provide empirical evidence regarding the influence
of city branding on City image, City brand personality, and its impact on Decision
to visit. The tourism industry is one of the fastest-growing economic sectors.
Specific strategies must be implemented by a city to attract visitors. One strategy
that can be employed is to conduct effective marketing to capture the interest of
tourists. Currently, cities need a brand to be easily recognized by tourists. This city
brand is commonly referred to as Place Branding or City Branding.
This research is included in the type of explanatory research and the
sample was determined using the Roscoe method with 120 respondents. The
object of this research is Domestic Visitors to Sumenep Regency. Porposive
sampling was used to obtain data between September 2023 and December 2023.
The data analysis method uses variance-based structural equation modeling or
what is usually called SEM-PLS. This study discovered that: 1). City branding
significantly and favorably affects City image; 2). City branding significantly and
negatively affects City brand personality; 3). City branding significantly but
favorably affects decision to vision; 4). City image significantly and favorably
affects City brand personality; 5). City image significantly and favorably affects
decision to visit; and 6). City brand personality significantly and favorably affects
decision to visit.

Keywords: City branding, City image, City brand personality, Decision to visi

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Ketersediaan

2024250

TES 338 MAL p 2024 K1

Fadel Muhammad Resource Center (Ilmu Sosial)

Tersedia

Informasi Detail

Judul Seri

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No. Panggil

TES 338 MAL p 2024 K1

Penerbit

Malang : Program Magister Ilmu Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang., 2024

Deskripsi Fisik

xviii, 215 Halaman ; Ilus : 29,5 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

338

Tipe Isi

text

Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

City Branding
city image
decision to visit
Tesis / Thesis
City brand personality

Info Detail Spesifik

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Pernyataan Tanggungjawab

Moh. Ibram Malik

Versi lain/terkait

Lampiran Berkas

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