STRATEGI MEMBANGUN CITY BRANDING KABUPATEN GARUT : ANALYZING DESTINATION IMAGE, DIGITAL PROMOTION AND PERCEIVED VALUE ON DECISION TO VISIT
Abstract
Penelitian ini bertujuan menganalisis pengaruh destination image, digital promotion, dan perceived value terhadap decision to visit wisatawan ke Kabupaten Garut. Latar belakang penelitian ini adalah penurunan jumlah kunjungan wisatawan dalam dua tahun terakhir. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif dan verifikatif, melibatkan 100 responden wisatawan domestik yang pernah berkunjung ke Garut. Analisis data dilakukan menggunakan Structural Equation Modeling – Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa destination image tidak berpengaruh signifikan terhadap decision to visit, sedangkan digital promotion berpengaruh positif signifikan dan perceived value berpengaruh positif signifikan. Temuan ini menegaskan bahwa peningkatan kualitas promosi digital dan nilai pengalaman wisata lebih krusial dibanding citra destinasi dalam memengaruhi keputusan wisatawan untuk berkunjung ke Garut.
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Nurbaeti, N., Rahmanita, M., Ratnaningtyas, H., & Amrullah, A. (2021). Pengaruh Daya Tarik Wisata, Aksesbilitas, Harga dan Fasilitas terhadap Minat Berkunjung Wisatawan di Objek Wisata Danau Cipondoh, Kota Tangerang. Jurnal Ilmu Sosial Dan Humaniora, 10(2), 269–278.
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Pratminingsih, S. A., Rudatin, C. L., & Rimenta, T. (2014). Roles of Motivation and Destination Image in Predicting Tourist Revisit Intention: A Case of Bandung – Indonesia. International Journal of Innovation, Management and Technology, 5(1), 19. https://doi.org/10.7763/ijimt.2014.v5.479
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Schiffman, L. G., & Kanuk, L. L. (2014). Consumer Behavior (8th ed.). Pearson8.
Suali, & Heryenzus. (2024). The Role Of Destination Image, City Branding, E-WOM And Travel Consstraint In Singapore Decision To Visit Tourist Attractions In Batam City. Jurnal Ekonomi, 13(4), 764–773. https://doi.org/10.54209/ekonomi.v13i04
Suwarduki, P. R., Yulianto, E., & Mawardi, M. K. (2016). PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP CITRA DESTINASI SERTA DAMPAKNYA PADA MINAT DAN KEPUTUSAN BERKUNJUNG (Survei pada Followers Aktif Akun Instagram Indtravel yang Telah Mengunjungi Destinasi Wisata di Indonesia). Jurnal Administrasi Bisnis, 37(2).
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220.
Tasci, A. D. A., Gartner, W. C., & Tamer Cavusgil, S. (2007). Conceptualization and Operationalization of Destination Image. Journal of Hospitality and Tourism Research, 31(2), 194–223. https://doi.org/10.1177/1096348006297290
Wiryana, N. Y., & Erdiansyah, R. (2020). Pengaruh E-Service Quality dan Perceived Value terhadap Repurchase Intention dengan Customer Satisfaction sebagai Variabel Mediasi pada Bisnis E-Commerce. Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(5), 217–223.
Zainurossalamia, S. (2020). Manajemen Pemasaran: Teori dan Strategi. Forum Pemuda Aswaja.
Zulganef. (2008). Metodologi Penelitian Sosial dan Bisnis (Edisi Pertama). Graha Ilmu.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2025-10-05
How to Cite
Zenaludin, Y., & Kurniawan, R. (2025). STRATEGI MEMBANGUN CITY BRANDING KABUPATEN GARUT : ANALYZING DESTINATION IMAGE, DIGITAL PROMOTION AND PERCEIVED VALUE ON DECISION TO VISIT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(3), 937-948. https://doi.org/10.31955/mea.v9i3.6344
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