Pengaruh destination branding, media sosial, wisata kuliner dan wisata belanja terhadap keputusan berkunjung Generasi Y ke Kota Bandung

Sidabutar, Nurisa Anggraeny (2020) Pengaruh destination branding, media sosial, wisata kuliner dan wisata belanja terhadap keputusan berkunjung Generasi Y ke Kota Bandung. Masters thesis, Universitas Pelita Harapan.

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Abstract

Kota Bandung meperkenalkan Destination branding yang merupakan identitas sebuah destinasi yang dapat membedakan keunikan dan keunggulan daerahnya dengan daerah lain. Media sosial merupakan sarana pemasaran yang efektif dan efisien dalam mengembangkan sebuah destinasi wisata. Wisata Kuliner dan Wisata Belanja juga hal menarik yang dapat membuat wisatawan untuk berkunjung ke sebuah destinasi wisata. Model penelitian ini merupakan modifikasi dari beberapa model penelitian sebelumnya. Penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh Destination Branding, Media Sosial, Wisata Kuliner dan Wisata Belanja terhadap Keputusan Berkunjung Generasi Y ke Kota Bandung. Penelitian ini merupakan penelitian kuantitatif dengan pengumpulan data menggunakan kuesioner skala likert. Sampel sebanyak 151 responden diambil menggunakan teknik probability sampling. Data di analisis dengan menggunakan perangkat lunak SPSS, berdasarkan hasil penelitian yang telah dilakukan penulis menunjukkan bahwa variabel destination branding, media sosial, wisata kuliner dan wisata belanja memiliki pengaruh yang positif dan signifikan terhadap Keputusan Berkunjung generasi Y ke Kota Bandung. / Bandung City introduces its Destination branding which is an identity of a destination which can distinguish one destination from the others in terms of its uniqueness and attractions. Social media is an effective and efficient marketing tool to develop a destination. Culinary tourism and Shopping tourism are interesting component which can attract tourists to visit a destination. This research model employed in this study is a modification of several models in previous research. The aim of this research is to analyze and determine the effect of destination branding, social media, culinary tourism and shopping tourism on the decision of Y generation to visit Bandung City. This research is a quantitative research by collecting data using a likert scale questionnaire. A sample of 151 respondents was taken using probability sampling techniques and to analyze the data using SPSS software and based on the results of the research have shown that the destination branding, social media, culinary tourism and shopping tourism variable have a positive and significant influence on the visit decision Generation Y to the city of Bandung.

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