PERAN REBRANDING DESTINASI WISATA TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI TOGA HILL KABUPATEN SUMEDANG

Moch Rival Ardiansyah, - (2024) PERAN REBRANDING DESTINASI WISATA TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI TOGA HILL KABUPATEN SUMEDANG. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

Rebranding yaitu menciptakan suatu nama yang baru, istilah, simbol, desain atau kombinasi ke semuanya untuk satu brand yang tidak dipungkiri dengan tujuan dari mengembangkan deferensiasi (baru) posisi di dalam pikiran stakeholders dan pesaing. Rebranding memiliki lima indikator yaitu, repositioning, renaming, redesign, dan relaunch. Peneliti ini menganalisi Rebranding sebagai variable X dengan Keputusan berkunjung sebagai variabel Y. Penelitian ini bertujuan untuk mengetahui gambaran dan merinci peran Rebranding destinasi terhadap keputusan berkunjung wisata ke Toga Hill. Jenis penelitian yang digunakan adalah penelitian kuantitatif dengan pendekatan deskriptif dan penelitian ini termasuk kedalam penelitian korelasi. Penelitian ini menggunakan metode survei dengan metode probability sampling, dengan jumlah 100 responden yang pernah mengunjungiToga Hill. Penelitian ini menghasilkan jawaban bahwa Rebranding berperan terhadap keputusan berkunjung wisatawan. Dan wisatawan pun setuju akan banyaknya wisatawan yang berkunjung ke Toga Hill. Kata Kunci: Rebranding, Keputusan Berkunjung, Destinasi Wisata, Toga Hill Kabupaten Sumedang Rebranding is creating a new name, term, symbol, design or a combination of all of them for a brand that is not denied with the aim of developing a differentiated (new) position in the minds of stakeholders and competitors. Rebranding has five indicators, namely, repositioning, renaming, redesign, and relaunch. This researcher analyzes Rebranding as variable X with visiting decisions as variable Y. This study aims to determine the description and detail the role of destination rebranding on tourist visiting decisions to Toga Hill. The type of research used is quantitative research with a descriptive approach and this research is included in correlation research. This research uses a survey method with probability sampling method, with a total of 100 respondents who have visited Toga Hill. This study produces answers that Rebranding plays a role in tourist visiting decisions. And tourists also agree that many tourists visit Toga Hill. Keywords: Rebranding, Visiting Decision, Tourism Destination, Toga Hill Sumedang Regency

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing Gilang Pratama Putra: 6786959 Tedi Supriyadi: 5993317
Uncontrolled Keywords: Rebranding, Keputusan Berkunjung, Destinasi Wisata, Toga Hill Kabupaten Sumedang
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Sumedang > S1 Industri Pariwisata
Depositing User: Kampus Daerah UPI Sumedang
Date Deposited: 08 Oct 2024 04:19
Last Modified: 08 Oct 2024 04:19
URI: http://repository.upi.edu/id/eprint/127214

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