BRAND ASSOCIATION, BRAND LOYALTY, BRAND IMAGE DAN PERCEIVED QUALITY PADA BRAND EQUITY DI LABUAN BAJO
Keywords:
Pariwisata, Labuan Bajo, Brand Equity
Abstract
Industri pariwisata di Indonesia memiliki sejumlah besar potensi yang belum dimanfaatkan. Oleh karena itu, pemerintah berupaya untuk membuat rencana pembangunan dan memperkuat posisi pariwisata Indonesia dengan mengembangkan dan membangun destinasi pariwisata yang fokus pada brand equity di destinasi wisata Labuan Bajo yang tangguh yang dapat menghasilkan peluang untuk pengembangan yang lebih baik. Hal ini dilakukan dalam rangka memperkuat posisi Indonesia di industri pariwisata. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh faktor-faktor seperti brand association, brand loyalty, brand image, dan perceived quality terhadap brands equity yang terkait dengan tujuan wisata di Labuan Bajo. Data diperoleh dengan mengirimkan kuesioner online, dan ada total 655 orang yang menjawabnya. Analisis regresi linier berganda adalah metode yang digunakan untuk proses analisis data. Berdasarkan hasil penelitian ini, brand association, brand loyalty, brand image, dan perceived quality memiliki pengaruh yang signifikan dan menguntungkan terhadap brands equity di Destinasi Wisata Labuan Bajo.
References
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[25] Siali, F, Jiayi, P., Shakur, M.M.A., &Ya’kob, S.A. (2016). Relationship Between Brand Equity and Consumen Purchase Decision: A Case Of An Internasional Brand of Footwear. International Journal of Service Management and Sustainability (IJSMS), 1(1): 58-75.
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[29] Tran, T.V., Vo, T.Q.N., Cao, T.D. & Doan, T.H.T. (2017). Customer-based brand equity and its application to destination: a case of domestic tourists in Danang city, Vietnam. Australian Journal of Basic and Applied Sciences, 9(23): 275-281.
[30] Yasin, N.M., Noor, N. & Mohamad, O. (2007). Does image of country-of-origin matter to brand equity? Journal of Product & Brand Management, 16(1): 38-48.
[31] Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity”. Journal of Academy of Marketing Science, 28(2): 195-211.
[32] Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52 (1): 1-14.
[2] Akdon, R. (2007). Rumus dan Data dalam Aplikasi Statistika. Bandung: Alfabeta.
[3] Bianchi, C. & Pike, S. (2011). Antecedents of Destination Brand Loyalty for a Long-Haul Market: Australia's Destination Loyalty Among Chilean Travelers. Journal of Travel & Tourism Marketing, 28(7):736-750.
[4] Bogdan, R. C., & Biklen. (1982). Qualitative Research for Education Theory and Methods: An Introductionto Theories and Methods. Boston: Allyn and Bacon.
[5] Boo, S., Busser, J. & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management , 30(2): 219-231.
[6] Buil, I., Chernatony, L. & Martinez, E. (2013). Examining the role of advertising and sales promotion in brand equity creation. Journal of Business Research, 66(1).
[7] Cai, L.A. (2002). Cooperative Branding for Rural Destinations. Annals of Tourism Research, 29: 720-742.
[8] Elilina, Ifa. (2008). Pengaruh Brand Loyalty, Perceived Quality, Brand Association dan Brand Awareness terhadap Brand Equity Produk Pasta Gigi merek Pepsodent : studi pada Mahasiswa Universitas Brawijaya Malang. Sarjana thesis, Universitas Brawijaya.
[9] Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of consumer Psychology, 7(2): 131-157.
[10] Fatimah, S. (2014). Pengaruh Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek, dan Loyalitas Merek Terhadap Keputusan Pembelian Pelembab Wardah Pada Konsumen Al Yasini Mart Wonorejo. Jurnal Sketsa Bisnis, 1(2):52-70.
[11] Gartner, W. C. (2014). Brand equity in a tourism destination. Place Branding and Public Diplomacy, 10(2): 108-116.
[12] Gomezelj, D. Omerzel. (2006). Competitiveness of Slovenia as a Tourist Destination. Managing Global Transitions, 4(2): 167–189.
[13] Kashif, M., Samsi, S.Z.M. & Sarifuddin, S. (2015). Brand equity of Lahore fort as a tourism destination brand. Revistaed Administracia ode Empresas, 55(4):432-443.
[14] Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1): 1–22.
[15] Kim, Gon Woo & Kim, Hong-Bumm. (2004). Measuring Customer-Based Restaurant Brand Equity (Cornell Hotel and Restaurant Administration Quarterly).
[16] Kotler dan Keller. (2009). Manajemen Pemasaran. Jilid I. Edisi ke 13. Jakarta: Erlangga.
[17] Meng, Fang. (2006). An Examination of Destination Competitiveness from the Tourists’ Perspective: The Relationship between Quality of Tourism Experience and Perceived Destination Competitiveness. Dissertation. Virginia Polytechnic Institute and State University.
[18] Myers, C. A. (2003). Managing brand equity: A look at the impact of attributes. Journal of Product and Brand Management, 12(1): 39-51.
[19] Oh, Haemoon, Ann Marie Fiore, and Miyoung Jeoung. (2007). Measuring Experience Economy Concepts: Tourism Applications. Journal of Travel Research, 46: 119-132.
[20] Pike, S., Bianchi, G., Kerr, G., & Patti, C. (2010). Consumer-based brand equity for Australia as a longhaul tourism destination in an emerging market. International Marketing Review, 27(4): 434-449.
[21] Pujianingrum, F. (2017). Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Provider Telkomsel pada Mahasiswa STIESIA Surabaya. Jurnal Ilmu dan Riset Manajemen, 6(4): 1-16.
[22] Rahmadhano, R. (2014). The Influence of Brand Equity on Customer Purchasing Decisions at Peter Says Denim in Bandung. E-Proceeding of Management, 1(3): 630-641.
[23] Sangadji, Etta Mamang dan Sopiah. (2013). Perilaku Konsumen. Yogyakarta: Andi.
[24] Sari, Dian. (2018). Analisis Faktor yang Menentukan Brand Equity Wisata Kampung Warna-Warni Jodipan Malang. Skripsi. Fakultas Ekonomi, Universitas Negeri Malang.
[25] Siali, F, Jiayi, P., Shakur, M.M.A., &Ya’kob, S.A. (2016). Relationship Between Brand Equity and Consumen Purchase Decision: A Case Of An Internasional Brand of Footwear. International Journal of Service Management and Sustainability (IJSMS), 1(1): 58-75.
[26] Susanto A.B & Himawan Wijanarko. (2004). Power Branding (Membangun Merek Unggul Organisasi Pendukungnya), PT Mizan Publika, Jakarta
[27] Tjiptono, Fandy. (2005). Brand Management & Strategy. Yogyakarta: Andi Offset.
[28] Tjiptono, Fandy. (2011). Manajemen & Strategi Merek. Yogyakarta: Andi.
[29] Tran, T.V., Vo, T.Q.N., Cao, T.D. & Doan, T.H.T. (2017). Customer-based brand equity and its application to destination: a case of domestic tourists in Danang city, Vietnam. Australian Journal of Basic and Applied Sciences, 9(23): 275-281.
[30] Yasin, N.M., Noor, N. & Mohamad, O. (2007). Does image of country-of-origin matter to brand equity? Journal of Product & Brand Management, 16(1): 38-48.
[31] Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity”. Journal of Academy of Marketing Science, 28(2): 195-211.
[32] Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52 (1): 1-14.
Published
2022-12-02
How to Cite
Hudiono, R. (2022) “BRAND ASSOCIATION, BRAND LOYALTY, BRAND IMAGE DAN PERCEIVED QUALITY PADA BRAND EQUITY DI LABUAN BAJO”, Jurnal Ilmiah Hospitality, 11(2), pp. 423-430. doi: 10.47492/jih.v11i2.2248.
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