PENGARUH CITY BRANDING DAN CITY IMAGE TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN KE KOTA TERNATE

Chanifah, Anissa Ainun (2025) PENGARUH CITY BRANDING DAN CITY IMAGE TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN KE KOTA TERNATE. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

This study aims to examine the impact of city branding and city image on tourists’ decisions in choosing Ternate City as a destination, using a quantitative approach. Data were collected from 100 respondents through questionnaires. The research instruments were tested for validity (r value > 0.197; significance < 0.05) and reliability (Cronbach’s Alpha > 0.60), indicating that all items were valid and reliable. Classical assumption tests, such as normality, heteroscedasticity, and multicollinearity, were also fulfilled. Multiple linear regression analysis showed that both city branding (b1 = 0.594; t = 8.680; sig 0.000) and city image (b2 = 0.321; t = 2.747; sig 0.007) have a positive and significant effect on the decision to visit. The F-test results (F = 145.143; sig 0.000) indicate that these two variables together have a significant influence. The coefficient of determination (R²) of 0.750 suggests that approximately 75% of the variation in visit decisions can be explained by these two variables. These findings highlight the importance of consistent promotional strategies and city image development that accurately reflect real conditions to enhance the tourism appeal of Ternate City.

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