Abstract
Brand image (Brand Image) is a representation of the overall perception of the brand and is formed from information and past experience of the brand. The image of a brand is related to attitudes in the form of beliefs and preferences towards a brand. A good brand is a key to success for a company in achieving sales targets. The high level of competition, makes consumers have an attitude towards a brand (brand). Tourist destinations that have a positive image will further convince consumers to make a visit. Sariater Hotel & Resort as one of the very popular tourist destinations in Subang Regency always strives to maintain and improve all important aspects that are important so that tourists will come to visit. The goal is carried out by giving the best service, Sariater Hotel & Resort always makes a good brand image for tourists. In this study, the independent variable (X) used is the brand image which consists of the strength of the brand association, the benefits of the brand association and the uniqueness of the brand association, while the independent variable (Y) used is the decision to visit. This type of research is descriptive verification. The population in this study were all characteristics that visited Sariari Hotel & Resort. The sampling technique used is Nonprobability sampling by incidental sampling so that the sample obtained is 100 tourists visiting Sariater Hotel & Resort. Data analysis and hypothesis testing techniques used are multiple regression methods. The results showed that brand image had a significant effect on visiting decisions. The factor that most influences the visit decision is the strength of the brand association. This is supported because the information that enters the consumer's memory is very strong and the information survives as the brand image of the Sariater Hotel & Resort to increase the number of tourist visits.
Highlights
Citra merek (Brand Image) merupakan representasi dari keseluruhan persepsi terhadap merek dan dibentuk dari informasi dan pengalaman masa lalu terhadap merek itu
Menurut Methaq Ahmed Sallam dalam jurnal The Impact of Brand Image and Corporate Branding on Consumer’s Choice: The Role of Brand Equity brand image adalah “Consumers employ a product’s brand image in deriving overall perceptions of the specified product, a product with higher brand image may be inferred by consumers as product of superior quality and value”
Listwise deletion based on all variables in the procedure
Summary
Merek (brand) merupakan salah satu aset tidak berwujud dan bagi perusahaan merupakan aset yang paling penting karena merupakan dasar keuntungan kompetitif dan sumber pendapatan di masa yang akan datang. Oleh karena itu sangat diperlukan sebuah perusahaan menciptakan brand image (citra merek) yang baik di mata konsumen. Sehingga pada penelitian ini kami menyimpulkan bahwa brand image adalah sebuah merek yang terkenal dan terpercaya merupakan aset yang tidak ternilai. Berdasarkan data kunjungan banyak wisatawan nusantara yang datang ke Sari Ater Hotel & Resort maka perlu dilakukannya penelitian tentang brand image. Sumber : Data Kunjungan Wisman Sari Ater Brand image adalah penilaian konsumen terhadap merek tersebut dalam sebuah pasar. Wisata ke pemandian air panas di Sari Ater Hotel dan Resort adalah suatu destinasi wisata yang sangat popular di Kabupaten Subang. Manfaat penelitian ini adalah dapat memperluas kajian ilmu pemasaran khususnya pada bidang destinasi pariwisata melalui pengaruh brand Image terhadap keputusan berkunjung. Sehingga peneliti memutuskan bahwa penelitian ini berjudul “Pengaruh Brand Image Terhadap Keputusan Berkunjung Wisatawan Nusantara di Sari Ater, Kabupaten Subang”
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