PENGARUH DIGITAL BRAND IMAGE TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI MUSEUM SENI RUPA DAN KERAMIK JAKARTA

Inggit Salsabila, Putri (2022) PENGARUH DIGITAL BRAND IMAGE TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI MUSEUM SENI RUPA DAN KERAMIK JAKARTA. S1 thesis, Poltekpar NHI Bandung.

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Abstract

The purpose of this research is to determine about the digital brand image, tourist visiting decisions and the influence of digital brand image on tourist visiting decisions at Museum of Fine Arts and Ceramics Jakarta. Museum of Fine Arts and Ceramics Jakarta is the one of the museums managed by UP Museum Seni. This research was conducted on netizens who live in DKI Jakarta who have seen/searched for information about the Jakarta Fine Arts and Ceramics Museum through social media (facebook, youtube, twitter, and tiktok) or websites, and have visited the Jakarta Fine Arts and Ceramics Museum with a total sample of 384 respondents. This study uses a quantitative approach with descriptive verificative method and processed with SPSS analysis tools version 26. The results of the descriptive analysis for digital brand image variable show a value of 86,03% which the value is in the very good category. And for the visiting decision variable, it shows a value of 82,11% which the value is in good category. The results of this research indicate that digital brand image have a positive and significant effect on tourist visiting decision with the result of the determination test shows that digital brand images contributes 52,9% towards tourist visiting decision at Museum of Fine Arts and Ceramics Jakarta

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