Pengaruh Promosi dan Kualitas Pelayanan terhadap Keputusan Berkunjung Wisatawan Lokal pada Pantai Air Manis di Kota Padang dengan Brand Image sebagai Variabel Mediasi

Taklim, Rahmad and Elfiswandi, Elfiswandi and Yulasmi, Yulasmi (2021) Pengaruh Promosi dan Kualitas Pelayanan terhadap Keputusan Berkunjung Wisatawan Lokal pada Pantai Air Manis di Kota Padang dengan Brand Image sebagai Variabel Mediasi. Jurnal Ekobistek, 10 (4). pp. 213-220. ISSN 2301-5268

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Abstract

This study aims to determine how much influence promotion and service quality have on the decision to visit local tourists with the brand image of Air Sweet Beach as a mediating variable in Padang City. This type of research is quantitative with data collection methods through surveys and distributing questionnaires. The sampling technique used non-probability sampling. The population in this study were 232,943 people who visited the water sweet beach in Padang City. The sample obtained was 100 respondents from visitors to the Padang City Water Sweet Beach using the Slovin formula calculation. The data analysis method used is path analysis using smartpls 3. The results in this study indicate that the promotion variable has a positive and significant effect on brand image on the Air Sweet beach in Padang City. The service quality variable has a positive and insignificant effect on the brand image of the Air Manis beach in Padang City. Promotional variables, service quality and brand image have a positive and significant effect on the decision to visit the Air Sweet Beach in Padang City. The brand image variable did not mediate the effect of promotion on the decision to visit the Air Sweet Beach in Padang City. The brand image variable mediates the effect of service quality on the decision to visit the Air Sweet Beach in Padang City. The contribution of the independent variable of promotion and service quality to the dependent variable of brand image is 63.9% while the remaining 36.1% is influenced by other variables outside of this study. While the contribution of the independent variables of promotion, service quality and brand image to the dependent variable of visiting decisions is 84.5% while the remaining 15.5% is influenced by other variables outside of this study. Keywords: Promotion, Service, Quality, Brand Image, Visiting Decisions

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