PENGARUH CITY BRANDING “AMBON CITY OF MUSIC” TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN

JAMILAH, JAMILAH (2022) PENGARUH CITY BRANDING “AMBON CITY OF MUSIC” TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN. S1 thesis, Poltekpar NHI Bandung.

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Abstract

One of the efforts to introduce the potential of an area in the eyes of the outside world is through city branding. City branding is defined as a management for the image of a region/city accompanied by strategic innovation and coordination in terms of economic, commercial, social, cultural, and government regulations. Meanwhile, tourist visits are one of the destinations for city branding, because it will increase the country's foreign exchange earnings, one of which comes from the tourism sector. Ambon City or commonly known as Ambon Manise is the capital city of Maluku Province. In addition to being the center of various aspects, Ambon has long been known for its music and is even marked by the large number of songwriters and singers from Ambon City. The city of Ambon itself became the first city in Southeast Asia to be designated by UNESCO as a music city, so that the city of Ambon got the nickname Ambon City of Music. However, currently the Ambon City of Music tagline in the minds of consumers is only at the brand awareness stage. The purpose of this study was to prove whether the city branding that raised Ambon City of Music had an effect on the decision to visit tourists. The method used in this study is the causality method with a quantitative approach which measures the relationship between two variables, namely city branding and visiting decisions. Meanwhile, the quantitative approach is a research approach that uses numerical data and is processed using statistical methods. So that the results obtained are that there is a relationship between city branding on the decision to visit tourists in Ambon City of Music with the city branding variable simultaneously having a significant and positive effect on the decision variable to visit tourists in Ambon City of Music.

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