PENGARUH CITY BRANDING “PASURUAN OF MADINAH” DAN VIRAL MARKETING TERHADAP KEPUTUSAN BERKUNJUNG DAN DAMPAKNYA PADA MINAT BERKUNJUNG KEMBALI - Abidah, Khasanatul; Miftahul Huda (Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi, 2024)
Abstract The aim of this research is to determine and measure the influence of city branding "Pasuruan of Madinah" and viral marketing on the decision to visit and interest in returning to Pasuruan City Square. This research is a quantitative study with a sample size of 116 respondents using a purposive sampling technique with an analysis tool, namely SPSS version 25. The results of the research show that City Branding has a significant effect on the Decision to Visit, Viral Marketing has a significant effect on the Decision to Visit, City Branding has a significant effect on Interest in Visiting Again, Viral Marketing has a significant influence on Interest in Returning to Visit, City Branding through the Decision to Visit Again has a significant influence on Interest in Returning to Visit, and Viral Marketing through the Decision to Visit Again has a significant influence on Interest in Returning to Visit.Keywords: City Branding; Viral Marketing; Visiting Decision; Interested in Returning. AbstrakTujuan penelitian ini untuk mengetahui dan mengukur pengaruh city branding “Pasuruan of Madinah” dan viral marketing terhadap keputusan berkunjung dan minat berkunjung kembali di alun-alun Kota Pasuruan. Penelitian ini merupakan penelitian kuantitatif dengan jumlah sampel sebanyak 116 responden menggunakan teknik purposive sampling dengan alat analisis yaitu SPSS versi 25. Hasil penelitian menunjukkan bahwa City Branding berpengaruh signifikan terhadap Keputusan Berkunjung, Viral Marketing berpengaruh signifikan terhadap Keputusan Berkunjung, City Branding berpengaruh signifikan terhadap Minat Berkunjung Kembali, Viral Marketing berpengaruh signifikan terhadap Minat Berkunjung Kembali, City Branding melalui Keputusan Berkunjung berpengaruh signifikan terhadap Minat Berkunjung Kembali, dan Viral Marketing melalui Keputusan Berkunjung berpengaruh signifikan terhadap Minat Berkunjung Kembali. Kata Kunci: City Branding; Viral Marketing; Keputusan Berkunjung; Minat Berkunjung Kembali