PENGARUH CITY BRANDING “MALANG KABUPATEN: THE HEART OF EAST JAVA” TERHADAP CITY IMAGE DAN KEPUTUSAN WISATAWAN BERKUNJUNG KE KABUPATEN MALANG TAHUN 2018

Abstract

This study aims to: (1) Know and explain the effect of city branding on the city image of Malang Regency, (2) Know and explain the effect of city branding on the decision to visit tourists to Malang Regency, (3) Know and explain the effect of city image on the decision to visit tourists Malang Regency. The approach used is a quantitative approach with survey methods and secondary data. Survey with a sample of n = 100 respondents. The results of this study are: (1) City Branding has a positive and significant effect on city image in Malang Regency, which can be seen from the t count <t table, which is 5,920 for t count and 1,661 for t table, influence.(2) City Branding has an effect positive and significant effect on the decision to visit in Malang Regency, which can be seen from the t count <t table, namely t count 3.099 and t table 1.661, (3) The relationship between city image and decision both has a relationship with city branding, where in t test, f test, and multiple linear regression test explain the effect obtained and show good results between City branding with other independent variables. So it can be concluded that the three variables are related and have an influence