CITY BRANDING DI JEMBER : ANALISIS PERSPEKTIF DARI PENGUNJUNG
DOI:
https://doi.org/10.33086/bfj.v6i1.1975Keywords:
City Branding, Attitudes affect Brands, Brand Image, Brand Equity, Brand PreferenceAbstract
This study aims to analyze the effect of brand attitude and brand image on brand preference through mediating brand equity. The data collection technique used was a survey through a questionnaire given to respondents. The population determined in this study is people who have visited the City of Jember. The samples taken in this study were 130 people. The data analysis technique used is Partial Least Square (PLS) using SmartPLS 2.0 software. This study provides several results, among others: 1) The attitude of influencing the brand does not have a significant positive effect on brand preference; 2) Brand image has a significant positive effect on brand preference; 3) The attitude of influencing the brand has a significant positive effect on brand equity; 4) Brand image has a significant positive effect on brand equity; 5) Brand equity has no significant positive effect on brand preference; 6) The attitude of influencing the brand indirectly has no significant positive effect on brand preference through brand equity; 7) Brand image indirectly has a significant positive effect on brand preference through brand equity.Downloads
References
Anshori, M. Y., Karya, D. F., Fatmasari, D and Herlambang, T. 2020. A Study of Revisit Intention: Beach Image, Beach Uniqueness, Beach Authenticity, Attraction and Satisfaction in Lombok Beach Nusa Tenggara Barat. TEST: Engineering & Management 83 (1), 2988-2996.
Candraningrat, Adrianto, Y.R., Wibowo, J. 2018. Pengabdian Kepada Masyarakat Bagi Kelompok Tani Elok Mekar Sari Surabaya. Jurnal Pengabdian Masyarakat LPPM Untag Surabaya, Vol. 03, No. 01, hal 1–6.
Candraningrat, Adrianto, Y.R., Wibowo, J. 2018. Science And Technology For Communities: Marketing Strategic Development and Packaging Design for Kelompok Tani Elok Mekarsari Surabaya. International Conference on Information Technology Applications and Systems (ICITAS), III, 42-46.
Fianto, A.Y.A & Candraningrat. 2018. The Influence of Destination Brand Communication and Destination Brand Trust Toward Visitor Loyalty of Marine Tourism in East Java, Indonesia. International Journal of Civil Engineering and Technology (IJCIET), Volume 9, Issue 8, pp. 910-923.
Fianto, A.Y.A., Candraningrat, Wibowo, J. 2018. Visitor Loyalty Analysis of Marine Tourism in Bayuwangi Beaches. The 2nd International Conference On Economics And Business, pp.39-49.
Hair, J.F., Ringle, C.M. and Sarstedt, M., 2013. Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Long range planning, 46(1-2), pp.1-12.
Jannah, R. 2010. JFC, Identitas Kota Jember dan Diskursus Masyarakat Jaringan. Tesis. Universitas Indonesia.
Karya, D. F. 2020. Customer Loyalty Perspective Developed From Customer Commitment. Journal Of Applied Management and Business (JAMB) 1 (1), 20-26.
Karya, D. F. 2020. Analisis Reuse Intention Pelanggan Tour dan Travel “X”. Accounting and Management Journal 4 (1).
Pfefferkorn, J.W. 2005. The Branding of Cities – Exploring City Branding and The Importance of Branding Image’. Tesis. Syracuse University.
Prastiana, Vita. 2012. Studi tentang Pengelolaan Event Karnaval pada Jember Fashion Carnaval (JFC). Skripsi. Universitas Negeri Malang.
Rangkuti, Freddy. 2008. The Power of Brands. Cetakan Ketiga. Jakarta: Gramedia Pustaka Utama.
Sugiyono. 2012. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: CV Alfabeta.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Ardian Jaya Prasetya, Yunanto Tri Laksono, Candraningrat Candraningrat
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
