PENGARUH CITY BRANDING “PASURUAN ALWAYS FRESH†TERHADAP CITY IMAGE DAN KEPUTUSAN BERKUNJUNG WISATAWAN KE KABUPATEN PASURUAN (Studi pada wisata Saygon Waterpark)

Abstract

ABSTRACT

               This study aims to examine and analyze the effect of city branding on city image and the decision to visit tourists to the Pasuruan district on Saygon Waterpark tourism. This research is an explanatory research type and quantitative approach. Respondents numbered 100 people with Accidental sampling techniques and questionnaires. Data analysis in this study used SPSS version 16 and path analysis (path analysis) and the results showed that city branding had a significant effect on city image, city image had a significant effect on visiting decisions, city branding had a significant effect on visiting decisions, and city branding had no effect directly significant towards visiting decisions with city image as an intervening variable. The Pasuruan Regency Government should further increase the promotion of "Pasuruan Always Fresh" so that Pasuruan regency is better known to the public and tourists.

Keywords: City Branding, City Image, Visiting Decision.