Pengaruh City Branding Dan City Image Terhadap Keputusan Berkunjung Wisatawan Ke Banyuwangi

Abstract

The aims of this research to explain the influence of city branding on purchase city image, investigate the influence of city branding on purchase decision, and investigate the influence city image on purchase decision.This research method uses explanatory research with quantitative approach. The resondent who used a total of 116 tourist who visit to Banyuwangi. Simple random sampling was used in this research as a technique of sampling and questionaires used as a method of data collection. Data analysis using descriptive analysis and path analysis. The finding of this research indicate that city branding has a significant influence on the city image, city branding has a significant influence on purchase decision and the city image influence but not significant on purchase decision. Thus, the Government of Banyuwangi should further enhance the promotion of tourism expecially on their city branding “The Sunrise of Java”. So it will become famous among local people and others. In order to develop their city image, the government of Banyuwangi should improve their infrastructure to facilitate their tourist