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Ma’ruf
Universitas Andalas
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EVALUASI BRANDING KOTA PAYAKUMBUH SEBAGAI KOTA RENDANG Syarif Hidayatullah; Ma’ruf; Verinita
Journal Publicuho Vol. 7 No. 2 (2024): May - July - Journal Publicuho
Publisher : Halu Oleo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35817/publicuho.v7i2.439

Abstract

This study focused to find out the relationship among several aspects such as attitude toward the brand, brand image, brand equity, and brand preference. By using a quantitative approach and online questionnaires were distributed to 143 tourists who had visited the city of Payakumbuh as Kota Rendang in the last 5 years. A purposive sampling technique with several criteria was used to separate unqualified participants, and then the data was analyzed with the Structural Equation Modeling - Partial Least Square (SEM-PLS) technique by assisting Smart-PLS Software's latest version. The result shows that all research expectations are met.
Co-Authors Syarif Hidayatullah Verinita, Verinita