Journal Publicuho
Vol. 7 No. 2 (2024): May - July - Journal Publicuho

EVALUASI BRANDING KOTA PAYAKUMBUH SEBAGAI KOTA RENDANG

Syarif Hidayatullah (Universitas Andalas)
Ma’ruf (Universitas Andalas)
Verinita (Universitas Andalas)

Article Info

Publish Date
30 May 2024

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.

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Journal Info
Journal Publicuho
Website

Abbrev

journal

Publisher

Universitas Halu Oleo

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

Description

Aim Journal Publicuho is a double-blind peer-reviewed publication that aims to disseminate all information that contributes to the understanding and development of the study of public administration and public policy and social issues through the publication of research articles or critical reviews. ...