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All Journal Media Wisata JIKSI (Jurnal Ilmu Komputer dan Sistem Informasi) IKRA-ITH Informatika : Jurnal Komputer dan Informatika TESLA: Jurnal Teknik Elektro Prologia Journal of Information System,Graphics, Hospitality and Technology Journal of Research in Business, Economics, and Education Jurnal Pengabdian kepada Masyarakat Nusantara JISO : Journal of Industrial and Systems Optimization International Journal Of Science, Technology & Management (IJSTM) Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Engineering, Mathematics and Computer Science Journal (EMACS) Yayasan Cita Cendikiawan Al Khwarizmi Transekonomika : Akuntansi, Bisnis dan Keuangan Journal of Social And Economics Research Tarumanagara Medical Journal Outline Journal of Management and Accounting Journal of Fish Health Seminar Nasional Ilmu Terapan SENAPAS Indonesian Journal of Education And Computer Science Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi (JIMEA) journal of social and economic research Jurnal PAKEM AMATA Jurnal Pengabdian Masyarakat Manage JoDENS: Journal of Digital Ecosystem for Natural Sustainability SCIENTIA JOURNAL : Jurnal Ilmiah Mahasiswa Computer & Science Industrial Engineering Journal International Journal of Education Management and Religion Cermin Dunia Kedokteran Jurnal Serina Abdimas Journal of Industrial Automation and Electrical Engineering
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Journal : Media Wisata

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Analisis Pengaruh Brand Image dan Brand Awareness terhadap Keputusan Mengadakan Kegiatan MICE di The Westin Resort Nusa Dua Bali Kelvin; Sarudin, Rendy
Media Wisata Vol. 22 No. 1 (2024): Media Wisata
Publisher : Sekolah Tinggi Pariwisata AMPTA Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36276/mws.v22i1.690

Abstract

The Westin Resort Nusa Dua Bali is a convention hotel managed by Marriott International under the premium brand category, featuring the renowned Bali International Convention Center (BICC). This study investigates the influence of Brand Image and Brand Awareness variables on the Decision to Hold MICE Activities at The Westin Resort Nusa Dua Bali. The research employs a quantitative method, utilizing primary and secondary data sources, conducting validity tests, descriptive statistical mean tests, classic assumption tests, multiple linear regression analysis, hypothesis testing through T-tests, F-tests, and coefficient of determination tests processed using SPSS software. The sample consists of 77 respondents who have held MICE activities at The Westin Resort Nusa Dua Bali during the Q1-Q2 period of 2023. The results reveal that the overall mean value of variable X1 (Brand Image) is 4.43, variable X2 (Brand Awareness) is 4.48, and the overall mean value of variable Y (Decision to Hold MICE Activities) is 4.46. The Ttest and Ftest results show significance values <0.05, with Tvalue > Ttable and Fvalue > Ftable indicating that brand image and awareness variables have partial and simultaneous effects on the Decision to Hold MICE Activities. The Coefficient of Determination (R2) test yields an adjusted R2 value of 0.300, suggesting that 30% of the variability in variable Y can be explained by variables X1 and X2.
Co-Authors Abimelekh Advenska Andarini, Risma Andreas Banyuaji Nugroho Andrew Law Andri Suhartono Anggriawan, Armando Edo Anita Anna Pudianti Apriansyah, Miko Aprianto . Ardhi, Setya Ardiansyah, Rano Aurelia Tita Kusumajati Badruzzaman, Falah Baehaqi Cantona, Erik Christin Christovany Clorina, Jesslyn Cuandra, Fendy Dell, Natan Dhevin Ghoward Efriyenti, Dian Eliyah Yuliana, Pram Elvanny Myori, Dwiprima Endah Setyaningsih Ery Dewayani Evi Silvana Muchsinati Fahrur Rozzi Nasution Fanny Violetania Ang Faradina, Nevi Ferdiansyah Fiona Fivia Eliza Ghoward, Dhevin Golan Hasan, Golan Hadian Satria Utama halim, cheviria Handra Tipa Heru Kurniawan Hikmah Jenny Kartika Dewi Joey Joosten Joosten Josline Karinnia Kelly Lim Kusumajati, Aurelia Tita Laidy, Yenny Lawrenta, Mattew Lim, Kelly Limgestu, Rico LINDAWATI Lucia Asdra, Rurdwiarti Manatap Dolok Lauro, Manatap Dolok Marheni, Dewi Khornida Maria Beatrix Marthin, Ricko Mela Novita Rizki Nopriadi Nopriadi Notonegoro, Hartoyo Nugroho, Andreas Banyuaji Permata, Nadiva Surya Philisya Salim Pram Eliyah Yuliana putri, nilam sry Putri, Vasthi Gianni Agmi Rafida Khairani Rahim, Abd Rebecca Friska Rendy Sarudin Rianto, Louis Richard Raymond Rio Fernando Rorendry Rosilawati, Hana Rosmita Rasyid Rurdwiarti Lucia Asdra Sara, Dwi Saragih, Yuni Marlina Seriana Setya Ardhi Sharon Sinaga, Frans Mikael Sinambela, Fitriana Aidnilla Sisca Aulia Sri Deviyanti, I Gusti Ayu SRI RAHAYU Steven Suhatati Tjandra Sulyyani Tony Tony TRI SUTRISNO Utomo, Yesun Valentini, Cynthia Valesia tjuang Vasthi Gianni Agmi Putri Vebri Fransiska Vincentia Reni Vitasurya Wahyudi, Haris Wijayadi, Linda Julianti Winardi, Sunaryo Yenny Laidy Yohanes Calvinus Zai, Immanuel Zyad Rusdi