PENGARUH BRAND IMAGE TERHADAP LOYALITAS WISATAWAN BERBELANJA DI TOKO OLEH-OLEH RAMA KRISNA TUBAN

  • Anggun Raswati Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata, Universitas Udayana
  • I Wayan Suardana Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata, Universitas Udayana
  • NGAS. Dewi Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata, Universitas Udayana

Abstract

Increasing number of tourist will directly give impact to the tourism supporting industrial sector, one of them is Balinese souvenir industry. There are many Balinese souvenir shops in Bali, which make a competition among them becomes more intense, so every company will try to give a better impression for the tourists and try to make them satisfied and make them to visit again. One of the famous Balinese souvenir shop is a souvenir shop of Rama Krisna Tuban. This research aims to determin the influence of Brand Image on tourist loyalty. Respondents in this study amounted to 185 respondents, sample selection using the Purposive sampling method, the data in the study was analyzed using multiple regression analyses assisted by the SPSS statistical version 17.0 for Windows. The results of this research there are three factors that forms the Brand Image and it was found that there was a significant influence between the strength of brand associations on tourist loyalty, there was a significant influence between favorability of brand associations on tourist loyalty, and there was a significant influence between uniqueness of brand associations on tourist loyalty).

Downloads

Download data is not yet available.

References

Anggriani, Fitri. Dan Ruzika. 2015. Pengaruh Brand Image Terhadap Loyalitas Pelanggan Pada Koran Harian Riau. JOM FISIP. Vol. 3, No. 1, hlmn. 1-17.
Anggriawan, Yosia Nanda. 2019. “Analisis Tingkat Kepuasan Berbelanja Wisatawan Nusantara di Krisna Oleh-Oleh Khas Bali” (skripsi). Denpasar: Universitas Udayana.
Dougherty, C. 2002. Introduction to econometrics. 2nd ed. New York: Oxford.
Ghozali, Imam. 2005. Aplikasi Multivariate dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
______ . 2016. Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang: Badan Penerbit Universitas Diponegoro.
Haslinda, Dan Jamaluddin. 2016. Pengaruh Perencanaan Anggaran dan Evaluasi Anggaran Terhadap Kinerja Organisasi Dengan Standar Biaya Sebagai Variabel Moderating Pada Pemerintah Daerah Kabupaten Wajo. Jurnal Ilmiah Akuntansi Peradaban. Vol. 2, No. 1.
Neria S, Melika . 2012. “Pengarauh Citra Merek Terhadap Loyalitas Konsumen Makapai Penerbangan Garuda Indonesia” (skripsi). Depok: Universitas Indonesia.
Palevi, Reza. 2018. Pengaruh Brand Image Terhadap Loyalitas Pelanggan di Toko Oleh-Oleh Malang Strudel. Jurnal IPTA. Vol. 6, No. 1, hlmn. 70-76.
Setyawan, Deny. Hapsari, Astuti. Dan Prianto, Rendra. 2015. Pengaruh Manfaat Merek Kekuatan Asosiasi Merek dan Keunikan Merek Terhadap Loyalitas Konsumen Dalam Membeli Air Minum Kemasan Merek Aqua Di Kecamatan Semarang Barat. Jurnal Of Management . Vol. 1, No. 1, hlmn. 1-17.
Sujarweni, V. Wiratna. 2015. Statistik untuk Bisnis dan Ekonomi. Yogyakarta: Pustaka Baru Press.
Susanty, Aries. Adisaputra, Najid Bangun. 2011. Pengaruh Brand Image Speedy Telkom Terhadap Loyalitas Pelanggan Di Kecamatan Banyumanik Semarang. J@TI Undip. Vol. VI, No.3, hlmn. 147-154.
Wijayanto, Indra. Dan Iriani, Sri Setyo. 2013. Pengaruh Citra Merek Terhadap Loyalitas Konsumen. Jurnal Ilmu Manajemen . Vol. 1, No. 3, hlmn. 910-918.
Wirawan, Dodik, I Wayan Gede. 2012. Pengaruh Brand Image dan Customer Satisfaction Terhadap Word of Mouth di Krisna Oleh-Oleh Khas Bali. E jurnal Manajemen. Vol. 1, No. 1, hlmn. 77-89.
Yunaida, Erni. 2017. Pengaruh Brand Image (Citra Merek) Terhadap Loyalitas Konsumen Produk Oli Pelumas Evalube di Kota Langsa. Jurnal Manajemen dan Keuangan . Vol. 6, No. 2, hlmn. 798-807.
Published
2020-07-16
How to Cite
RASWATI, Anggun; SUARDANA, I Wayan; DEWI, NGAS.. PENGARUH BRAND IMAGE TERHADAP LOYALITAS WISATAWAN BERBELANJA DI TOKO OLEH-OLEH RAMA KRISNA TUBAN. Jurnal IPTA, [S.l.], v. 8, n. 1, p. 83-93, july 2020. ISSN 2548-7930. Available at: <https://ojs.unud.ac.id/index.php/pariwisata/article/view/53565>. Date accessed: 09 aug. 2020. doi: https://doi.org/10.24843/IPTA.2020.v08.i01.p11.