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The Infuence of City Branding Towards City Image: the Case Study of Tourism Destinations in Yogyakarta City, Special Region of Yogyakarta, Indonesia

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The Infuence of City Branding Towards City Image: the Case Study of Tourism Destinations in Yogyakarta City, Special Region of Yogyakarta, Indonesia ISSN : 1411-0199 Wacana– Vol. 22, No. 1 (2019) E-ISSN : 2338-1884 The Infuence of City Branding Towards City Image: The Case Study of Tourism Destinations in Yogyakarta City, Special Region of Yogyakarta, Indonesia Endhar Widjaya Putra1, Edy Yulianto2, Andriani Kusumawati2 1Master Program of Business Administration, University of Brawijaya, Malang, Indonesia 2Department of Business Administration, Faculty of Administrative Sciences, University of Brawijaya, Malang, Indonesia Abstract The main purpose of this study is to understand the influence of city branding toward city image and its impact on the intention to visit and decision to visit. The samples used in this study were 280 domestic visitors there is a tourism desti- nation in Yogyakarta City and they aware of “Jogja istimewa” as a brand of Yogyakarta City. It is the destination tourism that located on seven destinations consist of Keraton Yogyakarta, Pagelaran Keraton, Malioboro, Museum Benteng Vredeburg, Taman Sari, Taman Pintar, and Gembira Loka Zoo. Structural Equation Model (SEM) base on Partial Least Square (PLS) is used to analyze and measure the degree between the independent variable and dependent variable. The findings revealed that city branding has a significant effect toward city image and intention to visit, however city brand- ing also influenced on decision to visit incidentally. Moreover, it indicates that city image has a significant effect on intention to visit and decision to visit. Last but not least, the intention to visit has a significant effect on decision to visit. Keywords: city branding, city image, intention to visit, decision to visit, tourism destination, Yogyakarta, Indonesia INTRODUCTION Nowadays, a brand is an identity that cannot The will good of city branding generate a positive be separated from a product either in the form of image, that positive image will affect people or services or goods. A brand is a name, term, sign, communities inside and outside the city and they symbol or design and its combination that is aim- assess the state of the city, including how they ed to identify goods or services of one of the sel- will behave regarding the state of the city and lers or a group of sellers and differentiate it from how they respond to everything that happens in the competitors [1]. City branding is a strategy to the city [5]. A positive city image can be obtained market name and identity of a city. City as an by implementing the city branding strategy op- image management of a destination through timally, in accordance with the tourism potential strategic inovation and coordination of eco- of the city. A positive city image will result in a nomic, commercial, social, cultural, and govern- competitive advantage. A positive city image will ment regulation. The role of city branding is to give rise to an interest that gives rise to tourist create positioning and difference to introduce intention for the tourist destinations offered. the potential of the region to their tourists [2]. Intention to visit in tourism assumed with City branding strategy is a way to promote the purchase intention. Purchase intention is a res- city in the tight global competition as a response ponse consumer behavioral that appears against to the social, potential, economy dynamics [3]. an object where consumers will show desire to City branding strategy has made the position to purchase [6]. Furthermore, intention felt visitors introduce potential and attraction that have resulting decision of the problems and decision tourism an area to visitors. The application of the of the choices visitors to make a visit or not make city branding strategy will be produce strong and the trip of desire owned. Decision to visit in tour- positive city image. ism assumed with pur-chase decision. Purchase City image is a description of consumer asso- decision is a process, consumers assessed to se- ciations and beliefs about a particular brand [4]. veral kinds of alternative and choose the one or more alternative necessary consumers based on Correspondence address: certain [7]. Purchase decision is a decision con- Andriani Kusumawati sumers to buy a which brands that to be pur- Email : [email protected] chase by the consumers [8]. Address : Faculty of Administrative Sciences. Brawijaya University, Malang, Indonesia 23 The Infuence of City Branding Towards City Image (Putra, et al.) MATERIAL AND METHOD 1. Cognitive image is an image that includes City branding consumer trust, perception, and knowledge City branding is a management of destination of the destination. through strategic innovation and coordination of 2. Affective image is an image as an aspect of economic, social, commercial, cultural, and go- value and emotion that reflects a person's vernment’s regulation [2]. City branding is a feelings towards a destination, whether the concept that is generally practiced by few cities destination is desired or preferred. in context of competitions that attract the tour- 3. Conative image is an image that reflects the ists and investment of environment inten-sively trends and actual behavior of a destination. to promote the regional development [3]. City branding is a strategy that gives brand to the city Intention to visit that functions as a tool to introduce or mar-ket Intention to visit in tourism assumed with the potential of region to all stakeholders from purchase intention. Purchase intention is an be- local to internationals [3]. havior that arises as a response to an object City branding strategies by building brands in showing the customer's desire to make a pur- cities and functioning as instruments to introduce chase [6]. Purchase intention is influenced by and promote potential areas for all stakeholders several elements, according [11] mention three [5]. Anholt creates city branding hexagon to mea- elements of stages that can affect purchase sure the effectivity of city branding. According to intention: [5] the measurement of effectivity of city brand- 1. Stimulation is an signal that encourages or ing consists of six aspects namely (1) presence, causes someone to take action. (2) potential, (3) place, (4) pulse, (5) people, and 2. Awareness is an something that penetrates (6) prerequisite (seen Figure 1). into one's mind and awareness is influenced by various considerations on the goods or services. 3. Information finding is a process that consists of six aspects, namely (1) Internal information, (2) External information, (3) Ensuring the characteristic of each choice, (4) Alternative choices, (5) Purchasing, and (6) The place where the purchase is made. Purchase Intention is a behavior that arises as a response to an object.Furthermore, consumers plan to buy a certain product in a certain period. Purchase intention is a foundation of self moti- vation and main motivation before making a pur- chase decision. Decision to visit Decision to visit in tourism assumed with pur- Figure 1. City branding hexagon chase decision. the consumer’s purchase decision Sources: Place Branding and a Government Adviser and will be to buy the most preferred brand [1]. Author. According [7] Purchasing decisions are a process where consumers assess various alternative cho- City image ices and choose one or more alternatives needed City image in tourism assumed with brand based on certain consi-derations. That making a image. Brand image is a description of consumer decision to buy is a collection of decisions or associations and beliefs about a particular brand structures [6]. The purchase decision structure is [9]. According [4] mention that brand image as a divided into seven components, namely (1) vision and trust hidden in the minds of con- Decisions about product types, (2) Decisions sumers as a reflection of associations that persist about product forms, (3) Decisions about brands, in consumer memory. Brand image is consumer (4) Decisions about sellers, (5) Decisions about confidence about the brand [4]. According [10] the number of pro-ducts, (6) Decisions about ti- mention that are three dimensions for measuring me of purchase, and (7) Decisions about how to the image of a destination including: pay. 24 The Infuence of City Branding Towards City Image (Putra, et al.) Hypothesis The method of collecting samples in this stu- This study uses four variables including city dy us non-probability sampling method with pur- branding, city image, intention to visit, and deci- posive sampling. Purposive sampling is the selec- sion to visit. In Figure 2 we can see the hypo- tion of research samples based on the characte- thesis in this study. ristics adapted in the study. The formula was used to determine the size of the sample [12]. The total sample was 280 respondent’. The ques- tionnaire was distributed to 40 respondents’ in each place in seven tourism destinations. Furt- hermore, visitors who suit toward criteria of the respondents then given a questionnaire and fill out the questionnaire. The questionnaire was dis- tributed to respondents at the weekend, it was intended to facilitate the data collection process. The questionnaire in the study including the statement for the respondent. A set of ques- tionnaires adapted from prior studies were used Figure 2. Research model to collect the respondents’ demographic infor- mation. There are six indicators on city branding, H1: City branding has significant effect on city three indicators on city image, three indicators image. on intention to visit, and decision to visit using a H2: City branding has significant effect on inten- purchasing decision structure consisting of seven tion to visit. items. The data in this study uses primary data. H3: City branding has significant effect on deci- The measurement scale in this study uses a sion to visit. Likert scale using a measurement scale of 5 H4: City image has significant effect on intention (strongly agree), 4 (agree), 3 (neutral), 2 (dis- to visit. agree), and 1 (strongly disagree).
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