Abstract
Bali is one of the popular destinations in Indonesia. It is not only popular for the international tourists, but also for domestic tourist. One large segment of Bali domestic tourist is from Jakarta. This segment like to buy food souvenir from Bali, even though the food do not presenting Balinese local food. The purpose of this research is to determine the degree of influence from brand image, brand awareness and dimension of food souvenirs from Bali towards buying decisions of Tourist from Jakarta when they are in Bali. Usually, product with good brand image and good brand awareness could attract people to buy the products.This research uses descriptive quantitative approach, where the data is collected through questionnaire and observations. To analyze the data, multiple linear regression analysis using SPSS program was applied. The result will determine if the brand awareness and brand image of food souvenirs really influence buying decision of tourist from Jakarta or not. The benefit of this research is expected that it will be a beneficial insight for the tourism industry in Bali in making a strategy for increasing tourist expenditure, from the food souvenirs sector.
Highlights
The island of Bali as a tourist destination has been known for a long time by domestic and foreign tourists
The type of investigation in this research is correlation research, which is in line with the purpose of this research that is to identify the influence of brand image, brand awareness and food souvenir dimensions on Jakarta’s tourists purchase decision
The last one is more than 6 times of visiting Bali in this 3 is only 16 people / 8% out of 200 respondents
Summary
The island of Bali as a tourist destination has been known for a long time by domestic and foreign tourists. Bali offers value high on natural, cultural, and spiritual elements inherent. Bali offers potential products tours that include cultural tourism, nature tourism, marine tourism and city tourism. This tropical climate in Bali is located in the central part of Indonesia and occupies an area of 5.636,66 hectares or about 0,29% of total area of Indonesia (Suryana, 2012). Dobbs et al, (2012) stated that urban residents often spend their money to fulfil a lifestyle that is classified as luxurious, by traveling to expensive places and using hotel facilities that have high prices, as well as consumption power or the nature of a large shopping including souvenirs
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
