PENGARUH CITRA MEREK TERHADAP MINAT BELI WISATAWAN PADA KOMANEKA RESORTS & SPA GROUP DI KAWASAN PARIWISATA UBUD, GIANYAR
Abstract
The growth of Ubud district as famous tourist destination in Gianyar regency implies a tight competition in hotel industry at this area to capt potential markets, especially foreign tourists. To take a strategic market advantages, hotel industry in Ubud Area supposed to relies on product’s attibut function and brand image. Recently, hotel industry recognized “brand” as a very important asset that can attract potential customer’ purchase intention. Customer recognized brand as not just name, sign or symbol, but brand is a promises, prestiges, social status, or values of hotel supposed to give their customers features, benefits, and services.
This study aimed to explore the impact of Brand Image on tourist’ purchase intention at Komaneka Resorts & Spa group which consists of Komaneka at Monkey Forest, Komaneka at Tanggayuda, Komaneka at Bisma, and Komaneka at Rasa Sayang, Ubud. The methodology applied at this study is symple regression model with SPSS 17.00. This methodology was chosen because this study assumed “brand” influenced tourist intention to purchase.
The findings of this study was there’s a significant impact of brand image on purchase intention at Komaneka Resorts & Spa Group, Ubud, Gianyar with R Squared 0,616. This means 61,6 % of tourist’s purchase intention influenced by brand image, and 38,4 % influenced by others factors.
This study recommend hotel managers to develop and improve their hotel’s brand image to grap strategic market position.
References
Ahmad, Z., Hashim, R. 2011. Customer’s Brand Equity and Customer Loyalty: A Study on Hotel’s Conference Market. Faculty of Hotel & Tourism Management, University Teknologi MARA, Shah Alam, Selanggor, Malaysia. Worl Applied Sciences Journal 12: 44-49, 2011
Allen, dkk. 2010. Festival & Special Event Management. Australia: Wiley Tourism Service. (http://books.google.co.id diakses tanggal 6 Mei 2012.
Durianto, Darmadi dkk. 2004. Brand Equity Ten, Strategi Memimpin Pasar. PT. Gramedia Pustaka Utama, jakarta.
Harianto, S. P., dkk. 2010. Jurnal Bisnis & Manajemen. Citra Merek: Dimensi, Proses Pengembangan Serta Pengukurannya. (http://docs.google.com) Diakses 15 April 2010.
Hribar, M. 2007. Brand Image. (http://www.gfk.si). Diakses 15 April 2010.
Jurnal Manajemen. 2009. Membangun Brand Image Produk. (http://jurnalsdm.blogspot.com). Diakses 17 April 2011.
Kartajaya, H. 2004. Marketing in Venus. PT. Gramedia Pustaka Utama, Jakarta.
Kayaman,R., Arasli, H. 2007. Customer based brand equity: evidence from the hotel industry. Eastern Mediterranian University, Gazimagusa, Turkey. (www.emeraldinsight.com/0960-4529.htm)
Keller. 2003. Citra Merek. (http://elib.unikom.ac.id) diakses tanggal 17 April 2010.
Lee, Y. K., Back, K.J., Kim, J.Y. 2009. Family Restaurant Brand Personality and Its Impact On Customer’s Emotion, Satisfaction, and Brand Loyalty. Journal of Hospitality & Tourism Research. http://jht.sagepub.com
Moradi, H., Zarei, A. 2011. The Impact of Brand Equity on Purchase Intention and Brand Preference-the Moderating Effects of Origin Image. Australian Journal of Basic and Applied Sciences, 5(3): 539-545, 2011.
Sudarsana, I. K. (2017, October). Makna Filosofis Asessor Penilaian Beban Kinerja Akademik Dosen Pendidikan Agama Hindu Pada Perguruan Tinggi. In Prosiding Seminar Pendidikan Agama (pp. 129-133).
Sudarsana, I. K. (2017). Menumbuhkan Minat Belajar Bahasa Bali Pada Kalangan Remaja. Prosiding Sembada 2017.
Sudarsana, I. K. (2017, October). PERANAN ORANG TUA DALAM PENANAMAN BUDI PEKERTI PADA ANAK. In PROSIDING SEMINAR NASIONAL ANAK USIA DINI (SEMADI) 2 (pp. 157-160).
Sugiyono. 2007. Metode Penelitian Bisnis. Bandung: CV Alfabeta.
Susanto. 2007. Pengaruh Citra Merek Terhadap Intesi Membeli. (http://administrasibisnis.blogspot.com). Diakses 8 mei 2011.
Skaliotis, V., Saaf, H. 2006. Why the brand? The challenge for mid-scale hotels. School of Business, Economics and Law Goeteborg University, Sweden. (http://en.thinkexist.com/quotes/socrates/4.html)
Zhou, Y. 2010. The Impact of Customer-Based Brand Equity on Revisit Intentions: An Empirical Study of Business and Leisure Travelers at Five Shanghai Budget Hotels. Assumption University, Tourism Management, Hongkong.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access)