Analysis of the Influence of Brand Image and Product Variety on Purchasing Decisions for Wizzmie in Sidoarjo Regency
Downloads
This research analyzes the impact of destination branding and the use of TikTok on tourists' purchasing decisions at the tourist destination (Dewi Pandawa) Ponokawan, Krian, Sidoarjo. With a quantitative approach, data was collected from 100 respondents aged 15-40 who are active on TikTok. The results show that effective branding strengthens the emotional connection and purchasing decisions of tourists. TikTok plays a role in attracting a wider audience with engaging content, increasing awareness and interest in destinations. Analysis with SPSS ensures there is no multicollinearity and heteroscedasticity, confirming the validity of the regression model. Branding and TikTok have proven to be important factors in influencing consumer behavior in the tourism sector, providing insights to enhance marketing through quality content and consistent branding. This research also identifies the need for quality content and the risk of dependency on a single social media platform.
Downloads
1. Ayul Intan Indraswari, & Pultul Yuldy Wijaya. (2022). Pelngarulh Brand Imagel Dan Variasi Produlk Telrhadap Kelpultulsan Pelmbellian. Program Stuldi Manajelmeln Fakulltas Elkonomi Bisnis Dan Pariwisata Ulnivelrsitas Hindul Indonelsia, 2.
2. Bahris Syamsi, Abdull Kodir Djaellani, & Arini Fitria Mulstapita. (2023). Pelngarulh Produlk Varielty, Brand Imagel, Citarasa, Telrhadap Kelpultulsan Pelmbellian Mc’ Donalds (Stuldi Pada Mahasiswa Fakulltas Elkonomi Dan Bisnis Ulnisma Malang). Julrnal Ilmiah Riselt Manajelmeln, 12(2).
3. Darmawan, D. (2013). Meltodel Pelnellitian Kulantitatif ((L. Pipih (eld.)).). PT RElMAJA ROSDAKARYA.
4. Dhias Pramuldita Wardani, & Elni Kulsrini. (2023). Pelngarulh Brand Imagel, Harga, Variasi Proulk, Dan Brand Ambassador Gisellla Anastasia Telrhadap Kelpultulsan Pelmbellian Produlk Madamel Giel. Julrnal Elkonomi Akulntansi Manajelmeln Agribisnis, 1(1).
5. Fandy Tjiptono, & A Diana. (2015). Pellanggan Pulas? Tak Culkulp! Pluls: contoh spelsifik riselt kelpulasan dan keltidak pulasan pellanggan, stratelgi melwuljuldkan kelpulasan pellanggan.
6. Fatmawati, N. I. (2022). ANALISIS FAKTOR-FAKTOR YANG MElMPElNGARUlHI KElPUlTUlSAN PElMBElLIAN PADA TOKO SElMBAKO DINA DAN GINA. Diploma thelsis, Ulnivelrsitas Islam Kalimantan MAB.
7. Ghozali, I. (2018). Aplikasi Analisis Mulltivariatel Delngan Program IBM SPSS (9th eld). Badan Pelnelrbit Ulnivelrsitas Diponelgoro.
8. Joselph Plulmmelr, Stelvel Rappaport, Taddy Hall, & Robelrt Barocci. (2007). Thel Onlinel Advelrtising Playbook. John Wilely&Sons,inc.
9. Kelvin Lanel Kelllelr. (2013). Stratelgic Brand Managelmelnt ; Bulilding, Melasulring, and Managing Brand Elqulity (Foulrth Eldition). Pelarson Eldulcation Inc.
10. Kotlelr dan Amstrong. (2015). Markelting an Introdulction (twellfth Eldition). pelarson Eldulcation, Inc.
11. Kotlelr, P. , & A. G. (2008). Prinsip-prinsip Pelmasaran (Jilid 1). Elrlangga.
12. Kotlelr, P. K. K. (2016). Markelting Managelmelnt. Pelarson Prelticel Hall, Inc.
13. Maelsaroh Siti, Yovi Pulspita, & Yulbiharto. (2016). Implelmelntasi Kulalitas Produlk, Citra Melrelk, dan Promosi Telrhadap Kelpultulsan Pelmbellian Pada Brand Scarleltt Di Sidoarjo.
14. Sanulsi, A. (2011). Meltodologi Pelnellitian Bisnis ((A. H. Deldy (eld.)).). Eldward Tanuljaya & Ariyanto.
15. Schiffman, & Kanulk. (2011). Pelrselpsi Kulalitas, Consulmelr Belhavior. Pelrason Prelsticel Hall.
16. Schiffman, L. G. , K. L. L. , & W. J. (2014). Consulmelr Belhavioulr. Pelarson.
17. Spark, R. El., & Ricard D. Lelgaullt. (2015). A Delfinition of Qulality for Total Costulmelr Statisfaction: Thel Bridgel beltweleln Manulfactulrelr and Culstulmelr. Sam Advanceld Managelmelnt Joulrnal.
18. Sulgiyono. (2012). Meltodel Pelnellitian Kulantitatif Kulalitatif dan R&D. CV ALFABElTA.
19. Sulgiyono. (2015). Meltodel Pelnellitian Manajelmeln. CV ALFABElTA.
20. Sulgiyono. (2016). MElTODEl PElNElLITIAN Kulantitatif, Kulalitatif, dan R&D . CV ALVABElTA.
21. Sulgiyono. (2018). Meltodel Pelnellitian Kombinasi (Mixeld Melthods). Alfabelta.
22. Sulgiyono. (2020). Meltodel Pelnellitian Kulalitatif. Alfabelta.
23. Sulnarsih, S., & Elrnawati, S. (2023). Pelngarulh Citra Melrelk, Variasi Produlk Dan Harga Telrhadap Kelpultulsan Pelmbellian Pada Els Telh Indonelsia Cabang Bima. Julrnal Cahaya Mandalika, 4(3).
24. Wijayanto, I. , dan I. S. S. (2013). Pelngarulh citra melrelk telrhadap loyalitas konsulmeln. Julrrnal Ilmul Manajelmeln, 1(2).
Copyright (c) 2024 Fedianty Augustinah, Liling Listyawati, Andry Herawati, Saviola Putra Perdana
This work is licensed under a Creative Commons Attribution 4.0 International License.
