PENGARUH BRAND SATISFACTION DAN BRAND EXPERIENCE TERHADAP REVISIT INTENTION WISATAWAN DOMESTIK
DOI:
https://doi.org/10.62504/Nexus794Keywords:
brand satisfaction, brand experience , revisit intentionAbstract
Penelitian ini bertujuan untuk mengetahui intensi berkunjung kembali para wisatawan domestik di DIY dengan menguji determinan intensi berkunjung kembali yaitu kepuasan merek, dan pengalaman merek. Sampel yang digunakan adalah wisatawan domestik yang berkunjung di DIY sejumlah 228 responden. Metode penelitian adalah survei, dan data dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian membuktikan bahwa semua determinan intensi berkunjung kembali terbukti berpengaruh positif dan signifikan. Temuan penelitian ini memperkaya pemahaman teoritis tentang pentingnya city branding untuk wisatawan domestik, dan memberikan saran pemasaran dan manajemen untuk pengembangan destinasi wisata kota.
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Copyright (c) 2024 Galih Wisnu Broto, Adhi Prakosa, Anindita Imam Basri , Arif Sudaryana (Author)
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