Rafli Ahmad Rafsanjani, - (2023) PENGARUH CITY BRANDING ‘STUNNING BANDUNG’ TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN KE KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengidentifikasi persepi masyarakat atau wisatawan yang berkunjung ke Kota Bandung terhadap city branding ‘Stunning Bandung’ dan keputusan berkunjung wisatawan ke Kota Bandung, serta untuk menganilisis seberapa besar pengaruh city branding Kota Bandung terhadap keputusan berkunjung wisatawan ke Kota Bandung. Metode yang digunakan dalam penelitian ini adalah metode pendekatan kuantitatif. Data yang diperoleh berasal dari penyebaran kuesioner secara online kepada 170 responden yang merupakan wisatawan yang berkunjung ke Kota Bandung. Sampel diambil berdasarkan metode nonprobalbility sampling dengan teknik purposive sampling. Penjelasan hasil penelitian menggunakan analisis deskriptif dan analisis regresi linear sederhana. Penelitian ini menunjukan bahwa hasil uji koefisien determinasi diperoleh 0,624 yang artinya city branding berpengaruh terhadap keputusan berkunjung wisatawan sebesar 62,4%. Hasil yang diperoleh dari penelitian ini adalah city branding ‘Stunning Bandung’ yang dilakukan oleh Dinas Pariwisata dan Kebudayaan Kota Bandung berpengaruh signifikan terhadap keputusan berkunjung wisatawan ke Kota Bandung. Penelitian ini diharapkan dapat menjadi sumber kajian lebih lanjut pada penelitian berikutnya serta dapat bermanfaat bagi pembaca dan Pariwisata Kota Bandung khususnya Dinas Kebudayaan dan Pariwisata Kota Bandung This research aims to identify the perceptions of the community or tourists visiting the city of Bandung towards the city branding 'Stunning Bandung' and tourists' decisions to visit the city of Bandung. It also aims to analyze the extent of theinfluence of the city branding of Bandung on tourists' decisions to visit the city. The method used in this research is a quantitative approach. Data were collected through the distribution of online questionnaires to 170 respondents who were tourists visiting the city of Bandung. The sample was selected using nonprobability sampling with purposive sampling technique. The research findings were explained using descriptive analysis and simple linear regression analysis.The research results indicate that the coefficient of determination test yielded 0.624, meaning that citybranding influences tourists' decisions to visit the city by 62.4%. The findings from this research reveal that the city branding 'Stunning Bandung' conducted by the Department of Tourism and Culture of Bandung significantly affects tourists' decisions to visit the city of Bandung. This research is expected to serve as a source for further studies in subsequent research and be beneficial for readers and the tourism sector of Bandung city, particularly the Department of Culture and Tourism of Bandung city.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=id ID SINTA Dosen Pembimbing: Erry Sukriah: 6721572 Ghoitsa Rohmah Nurazizah: 6798290 |
| Uncontrolled Keywords: | Branding, City Branding, Keputusan Berkunjung, Stunning Bandung |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure |
| Depositing User: | Rafli Ahmad Rafsanjani |
| Date Deposited: | 23 Oct 2023 07:35 |
| Last Modified: | 23 Oct 2023 07:35 |
| URI: | http://repository.upi.edu/id/eprint/111490 |
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