Feisal Rizkyna, - (2020) ANALISIS CITY BRANDING DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BERWISATA HALAL DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini didasarkan adanya penurunan minat berwisata halal ke Kota Bandung dengan didukung oleh data yang menunjukkan penurunan tingkat wisatawan domestik dan mancanegara ke Kota Bandung, padahal Kota Bandung telah menorehkan berbagai prestasi dan pengembangan di bidang pariwisata halal (halal tourism), serta branding Kota Bandung dan ulasan mengenai Kota Bandung yang di nilai baik di media sosial. Tujuan dari penelitian ini adalah untuk mengetahui apakah city branding dan electronic word of mouth berpengaruh terhadap minat berwisata halal di Kota Bandung. Metode yang digunakan dalam penelitian ini adalah metode kausalitas dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah wisatawan mileniall Kota Bandung. Adapun teknik pengambilan sampel yang digunakan adalah accidental sampling dengan jumlah 100 orang. Adapun teknik analisis data yang digunakan adalah Regresi Linier Berganda. Hasil penelitian menunjukkan bahwa minat berwisata halal dan city branding Kota Bandung berada di kategori tinggi, sedangkan electronic word of mouth mengenai Kota Bandung berada di kategori sedang. City branding dan electronic word of mouth memiliki pengaruh secara positif dan signifikan terhadap minat berwisata halal di Kota Bandung. Penelitian ini diharapkan dapat memberikan manfaat kepada pemerintah Kota Bandung dalam menjalankan strategi city branding dalam pengembangan wisata halal Kota Bandung, serta melakukan pemasarannya melalui media sosial. This research is based on a decrease in the interest of halal travel in Bandung, supported by data showing a decrease in the level of domestic and foreign tourists to the city of Bandung, even though the city of Bandung has incised various achievements and developments in the field of halal tourism, as well as the branding of Bandung and reviews about the city of Bandung which is rated well on social media. The purpose of this study was to determine whether city branding and electronic word of mouth affect the interest in halal travel in Bandung. The method used in this research is the causality method with a quantitative approach. The population in this study was the tourists of the city of Bandung. The sampling technique used is accidental sampling with a total of 100 people. The data analysis technique used is Multiple Linear Regression. The results of this study showed that the interest of halal tourism and city branding were in the high categories, and electronic word of mouth in the city of Bandung were in the medium categories. City branding and electronic word of mouth had a positive and significant influence on the interests of halal tours in the city of Bandung. This research is expected to provide benefits to the Bandung city government in carrying out city branding strategies in the development of halal tourism in the city of Bandung, as well as marketing it through social media.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Minat Wisata Halal, City Branding, Electronic Word of Mouth |
| Subjects: | B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam |
| Depositing User: | Feisal Rizkyna |
| Date Deposited: | 12 Mar 2020 04:04 |
| Last Modified: | 12 Mar 2020 04:04 |
| URI: | http://repository.upi.edu/id/eprint/47852 |
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