PENGARUH PERCEIVED BRAND SALIENCE TERHADAP DESTINATION LOYALTY PADA DESTINASI WISATA BALI
Abstract Views:
165 times
PDF - FULL TEXT Downloads:
134 times
Abstract
ABSTRAK - Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Perceived Brand Salience terhadap Destination Loyalty pada obyek wisata Bali. Pengolahan data dilakukan dengan menggunakan pendekatan kuantitatif dan jenis penelitian ini adalah penelitian kausal. Variabel yang digunakan dalam penelitian ini yaitu perceived brand salience, perceived brand quality, perceived brand image (lingkungan fisik dan karakteristik masyarakat), perceived brand value, dan destination loyalty. Teknis analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan menggunakan program SPSS 16.0 for windows dan AMOS versi 22. Penelitian ini menggunakan sampel berupa responden yang pernah berkunjung ke Bali dengan jumlah sampel yang digunakan dalam penelitian ini sebanyak 200 responden. Hasil penelitian ini menunjukkan adanya pengaruh Perceived Brand Salience terhadap Destination Loyalty pada obyek wisata Bali.
Kata kunci: Brand Quality, Brand Image-Physical Environment, Brand ImagePeople Characteristics, Brand Value, Destination Loyalty
ABSTRACT - This study aims to determine and analyze the influence of Perceived Brand Salience to Destination Loyalty in Bali tourism object. Data processing is done by using quantitative approach and this type of research is causal research. Variables used in this study are perceived brand salience, perceived brand quality, perceived brand image (physical environment and people characteristics), perceived brand value, and destination loyalty. Technical analysis of data used is Structural Equation Modeling (SEM) using SPSS 16.0 for windows and AMOS version 22. This study used a sample of respondents who have visited Bali with the number of samples used in this study as many as 200 respondents. The results of this study indicate the influence of Perceived Brand Salience to Destination Loyalty on Bali tourism object.
Keyword: Brand Quality, Brand Image-Physical Environment, Brand ImagePeople Characteristics, Brand Value, Destination Loyalty
Downloads
References
Boo, S., Busser, J., & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30, 219e231.
Crompton, J.L. (1979), “Motivations for pleasure vacations”, Annals of Tourism Research, Vol. 6 No. 4, pp. 408-424.
Guido, G. (1998), “The dichotic theory of salience: a framework for assessing attention and memory”, European Advances in Consumer Research, Vol. 3 No. 3, pp. 114-119.
Hankinson, G. (2005), “Destination brand images: a business tourism perspective”, The Journal of Services Marketing, Vol. 19 No. 1, pp. 24-32.
Heskett, J. L., Sasser, W. E. J., & Schlesinger, L. A. (1997). The service profit chain: How leading companies link profit and growth to loyalty, satisfaction, and value. New York: The Free Press
Hunt, J.D. (1975), “Image as a factor in tourism development”, Journal of Travel Research, Vol. 13 No. 3, pp. 1-17.
Keller, K.L. (2003), “Brand synthesis: the multi-dimensionality of brand knowledge”, Journal of Consumer Research Vol. 29 No. 3, pp. 595-601.
Kim, S., Holland, S., Han and H. (2013), “A structural model for examining how destination image, perceived value, and service quality affect destination loyalty: a case study of Orlando”, International Journal of Tourism Research International Journal Tourism Research, Vol. 15 No. 4, pp. 313-328.
Lopez-Toro, A.A., Diaz-Munoz, R. and Perez-Moreno, S. (2010), “An assessment of the quality of a tourist destination: the case of Nerja, Spain”, Total Quality Management, Vol. 21 No. 2, pp. 269-289.
McDougall, G. H. G., & Levesque, T. (2000). Customer satisfaction with services: putting perceived value into the equation. Journal of Services Marketing, 47(3), 9e20.
Pike, S., Bianchi, C., Kerr, G. and Patti, C. (2010), “Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market”, International Marketing Review, Vol. 27 No. 4, pp. 434-449.
Romaniuk, J. and Sharp, B. (2004), “Conceptualizing and measuring brand salience”, Marketing Theory, Vol. 4 No. 4, pp. 327-342.
Stepchenkova, S. and Li, X.R. (2014), “Destination image: do top-of-mind associations say it all?”, Annals of Tourism Research, Vol. 45 No. 2, pp. 46-62.
Syafiie, Inu Kencana. (2009). Pengatar Ilmu Pariwisata. Mandar Maju. Bandung.
Yoon, Y. and Uysal, M. (2005), “An examination of effects of motivation and satisfaction on destination loyalty: a structural model”, Tourism Management, Vol. 26 No. 4, pp. 45-56.
Zeithaml, V.A. (1988), “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence”, Journal of Marketing, Vol. 52 No. 3, pp. 2-22.
Zeithaml, V., & Bitner, M. J. (2000). Service marketing: Integrating customer focus across the firm (2nd ed.). New York: Irwin McGraw-Hill.
www.kletravel.com diakses pada tanggal 21 Februari 2018
www.kemenpar.go.id diakses pada tanggal 21 Februari 2018
https://www.wisatamu.com/jenis-jenis-wisata.html diakses pada tanggal 21 Februari 2018
https://travel.dream.co.id/news/hebat-daya-saing-pariwisata-indonesia-melejit-8-peringkat-170407r.html diakses pada tanggal 25 Februari 2018
https://id.wikipedia.org/wiki/Pariwisata_di_Indonesia diakses pada tanggal 25 Februari 2018
https://travel.usnews.com/rankings/worlds-best-vacations/ diakses pada tanggal 8 Maret 2018
https://bali.bps.go.id/statictable/2018/02/09/29/kunjungan-wisatawan-domestikke-bali-per-bulan-2004-2016.html diakses pada tanggal 8 Maret 2018
www.tripadvisor.com/ diakses pada tanggal 12 Maret 2018
https://surabayapost.id/2018/04/konsep-karma-phala-dan-keramahan-masyarakatbali/ diakses pada tanggal 12 Maret 2018
http://pesona.travel/province/bali diakses pada tanggal 12 Maret 2018
https://id.wikipedia.org/wiki/Bali diakses pada tanggal 12 Maret 2018
https://www.water-sport-bali.com/aktivitas-wisata-alam-di-bali/ diakses pada tanggal 20 Maret 2018
https://travel.kompas.com/read/2017/12/16/120200327/tak-sekadar-liburan-andabisa-coba-wisata-kesehatan-di-ubud diakses pada tanggal 20 Maret 2018
https://www.kompasiana.com/armandhani/berkunjung-ke-puja-mandala-di-pulaubali-tempat-ibadah-5-agama-dalam-1 komplek_ diakses pada tanggal 22 Maret 2018
http://www.disparda.baliprov.go.id/files/subdomain/disparda/9.%20BAB%20V%20Wisnus%20Gabungan%202015.doc diakses pada tanggal 22 Maret 2018
http://www.pikiran-rakyat.com/nasional/2016/12/22/akhir-tahun-bali-banyakdiperbincangkan-netizen-luar-negeri-388558 diakses pada tanggal 3 April 2018
http://www.bali-indonesia.com/events-calendar.htm# diakses pada tanggal 3 April 2018
https://www.pegipegi.com/travel/bali/ diakses pada tanggal 4 April 2018
http://www.indotravelers.com/bali/wisata_kuliner_bali.html diakses pada tanggal 5 April 2018
https://travel.kompas.com/read/2016/05/11/062400227/.Bali.Go.Live.Cara.Bali.Promosikan.Pariwisata.lewat.Digital diakses pada tanggal 5 April 2018
https://lifestyle.okezone.com/read/2015/11/25/298/1255558/alasan-bali-layakjadi-destinasi-wisata-kuliner-unggulan diakses pada tanggal 5 April 2018
- Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
- Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
- By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.
