Alvianna, Stella, Hidayatullah, Syarif ORCID: https://orcid.org/0000-0002-6085-0993, Pratama, Singgih Adi, Aristanto, Eko and waris, Abdul (2022) City Branding: Pengaruhnya ,Terhadap,Keputusan,Berkunjung wisatawan Ke,Kota Batu Melalui,City,Image,Sebagai Variabel Moderating. Jurnal Studi Managemen dan Bisnis, 9 (1). pp. 52-58. ISSN 2460-3775

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Abstract

In Indonesia, many regions have planted their own regional brands, namely city branding and city image. If an area increases these two factors, it can affect the decision to visit a tourist spot. In this study, city branding and city image are used to determine how they affect the decision to visit touist to Batu city. The type used in this research is quantitative using descriptive analysis and path analysis. Tourist who have visited and traveled to Baty city are the population of this study. The sampling technique used random sampling and the slovin formula, totaling 100 respondents. The result obtained from this study are that city branding has a direct and significant influence on city image. Likewise, city branding has a direct and significant influence on visiting decisions, then city image has no significant influence on visiting decisions. Lastly, city branding has no effect and insignificant on visiting decisions through city image.

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