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All Journal Relasi : Jurnal Ekonomi
Pramudya, Aria Dimas
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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THE The Effect Of Brand Image On The Decision Process To Visit Tourist In Cicalengka Dreamland Pramudya, Aria Dimas; Safa’atul Barkah, Cecep
RELASI : JURNAL EKONOMI Vol 20 No 2 (2024)
Publisher : Institut Teknologi dan Sains Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31967/relasi.v20i2.854

Abstract

Increased business potential in the tourism industry, especially in the provinces of West Java and Bandung Regency, so that many companies are competing to be the best in this increase. PT. Tahfidz Land Group with its product Cicalengka Dreamland is a tourist spot that introduces natural and Islamic nuances. This is done as a business strategy in increasing the tourism industry. This study aims to determine the effect of brand image on the decision process to visit tourists. This study uses a quantitative method with a descriptive verification approach. The sampling technique was carried out using probability sampling with simple random sampling. This study uses simple linear regression analysis, coefficient of determination and hypothesis testing to determine the effect. The population in this study are tourists who have visited Cicalengka Dreamland in 2022, totaling 100 respondents. The results of the study reveal that brand image has a positive influence on the visiting decision process. Thus, the better the brand image, the tourists will follow the visiting decision process pattern. Suggestions that can be given are increasing marketing through social media, providing reservations through online travel agents, and improving facilities such as providing shaded equipment rental because Cicalengka Dreamland is in a proving area.
Co-Authors Safa’atul Barkah, Cecep