Article Per Year (5 Year)
p-Index From 2020 - 2025
0.444
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Akuntansiku
Maharani, Anindya
Unknown Affiliation
Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK)

 1 
THE INFLUENCE OF A HERITAGE CITY BRANDING ON THE CITY"™S BRAND IDENTITY AND BRAND IMAGE, AND TOURISTS"™ VISITING DECISION Fatmawati, Indah; Maharani, Anindya
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol 12, No 2 (2023): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis, UNTAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jebik.v12i2.60169

Abstract

The growing emphasis on urban management has driven a trend toward city branding to enhance the city attractiveness. This study investigates the influence of city branding on the city"™s brand identity and brand image, and tourists"™ visiting decision. This study was done in a quantitative approach. The data was collected by distributing online questionnaire, targeting visitors of Yogyakarta city. A total of 216 respondents participated in this study, obtained using a purposive sampling method. The data was analyzed using Structural Equation Modeling (SEM) in AMOS 21.0. The results show that the city branding directly influences the brand identity and visiting decision, but does not directly influence the brand image. Furthermore, the brand identity has a positive, significant and direct influence on the brand image and visiting decision. The brand identity mediates the influence of city branding on the visiting decision. The brand identity also mediates the influence of city branding on the brand image. Lastly, the brand image mediates the influence of brand identity on the visiting decision.JEL: M30, M31, M39.
Co-Authors Alfarisi, Fadhil Fatmawati, Indah Kadarusman, M. Daffa Rolimas, Gracia