Pengaruh City Branding, City Image, Dan Media Sosial Terhadap Keputusan Berkunjung Wisatawan Di Kota Batu

Abstract

Abstract

This research aims to investigate the impact of city branding, city image, and social media on tourists' visiting decisions in Batu City. The study employs city branding, city image, and social media as the independent variables, with tourists' visiting decisions serving as the dependent variable. This study employs a quantitative approach because the data analyzed are numerical. The data used are primary data obtained by distributing questionnaires to respondents specifically, tourists who have visited Batu City. This study employs a likert scale as the instrument to measure respondents' responses during the data collection process. A total of 95 tourists participated in this study. The results of this study are that the city branding variable has a positive but insignificant effect on visiting decisions (0.288>0.05), the city image variable has a positive and significant effect on visiting decisions (0.002<0.05), and the social media variable has a positive but insignificant effect on visiting decisions (0.539>0.05).

Keywords: City Branding, City Image, Social Media, Decision to Visit.