PERAN BRAND IMAGE DALAM MEMEDIASI KUALITAS DAYA TARIK WISATA TERHADAP NIAT BERKUNJUNG KEMBALI WISATAWAN NUSANTARA KE JATILUWIH, TABANAN, BALI

  • Rama Ady Pranata Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata, Universitas Udayana
  • I Made Kusuma Negara Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata, Universitas Udayana
  • I Putu Sudana Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata, Universitas Udayana

Abstract

This study aims to determine the role of Brand Image in mediating the influence of the quality of the Jatiluwih tourist attraction on the intention of returning domestic tourists to the Jatiluwih tourist attraction, Tabanan Regency. The sampling technique in this study was taken by purposive sampling with  sample of 100 respondents, the respondent of this research were tourists who were visiting or had visited the tourist attraction of Jatiluwih. Meanwhile, this research is quantitative by using path analysis method as a data analysis technique. In this study using literature study techniques, interviews, observation and distributing questionnaires to obtain data. The results of the path analysis on the quality of tourist attractions have a direct influence on the intention to revisit and an indirect effect through Brand Image. The magnitude of the indirect effect coefficient can be calculated by multiplying the path coefficient from the quality of tourist attraction to Brand Image with the path coefficient from Brand Image to revisit intention of 0.474 x 0.389 = 0.184. The result of the indirect effect coefficient is smaller than the direct effect (0.184 < 0.728), so it can be said that the Brand Image variable is a mediating variable in mediating the influence of the tourist attraction quality variable on the return visit intention variable.

Downloads

Download data is not yet available.

References

Adriyani, R., Maulana, F., & Barlianto, Y. (2018). Citra Merek dan Persepsian Kualitas Berdampak terhadap Kepuasan Wisatawan Kembali ke Obyek Wisata Baturaden di Jawa Tengah. 3(8), 71-81. Jakarta: Jurnal Ilmiah Indonesia.
Andriadi, Akmal., dan Untarini, Nindria. (2013). Pengaruh Persepsi Kualitas Layanan dan Citra Merek Telkom Flexi Terhadap Niat Beli Ulang. Vol. 1, No. 2. Jurnal Ilmu Manajemen.
Damanik, Janianton dan Weber, Helmut F. (2006). Perencanaan Ekowisata. Yogyakarta : PUSBAR UGM & ANDI YOGYAKARTA
Khansa, V. R., & Farida, N. (2016). Pengaruh Harga Dan Citra Destinasi Terhadap Niat Berkunjung Kembali Melalui Kepuasan (Studi Pada Wisatawan Domestik Kebun Raya Bogor). Bandung: Jurnal Ilmu Administrasi Bisnis, 5(4), 104-114.
Horner, S. and Swarbrooke, J. (2007). Consumer Behaviour in Tourism. Second edition. Elsevier Butterworth.
Huang, L. C., Gao, M., & Hsu, P. F. (2019). A study on the effect of brand image on perceived value and repurchase intention in ecotourism industry. Turkey: Ekoloji, 28(107).
Muljadi, (2010). Kepariwisataan dan Perjalanan. Jakarta: PT Rajagrafindo Persada.
Nazir, Moh. (2014). Metode Penelitian. Bogor: Ghalia Indonesia
Saraswati, Renilda. (2014). Pengaruh Brand Image Terhadap Pengambilan Keputusan Pembelian Ulang Produk Herbalife (Studi Kasus pada Lima Rumah Sehat Bekasi Utara). Bogor: Fakultas Ekonomi dan Manajemen.Institut Pertanian Bogor.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet.
Published
2023-01-09
How to Cite
PRANATA, Rama Ady; NEGARA, I Made Kusuma; SUDANA, I Putu. PERAN BRAND IMAGE DALAM MEMEDIASI KUALITAS DAYA TARIK WISATA TERHADAP NIAT BERKUNJUNG KEMBALI WISATAWAN NUSANTARA KE JATILUWIH, TABANAN, BALI. Jurnal IPTA (Industri Perjalanan Wisata), [S.l.], v. 10, n. 2, p. 324-331, jan. 2023. ISSN 2548-7930. Available at: <https://ojs.unud.ac.id/index.php/pariwisata/article/view/86556>. Date accessed: 26 jan. 2023. doi: https://doi.org/10.24843/IPTA.2022.v10.i02.p17.

Most read articles by the same author(s)

1 2 > >>