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

Wacana– Vol. 22, No. 1 (2019) ISSN : 1411-0199 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 destination 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 branding 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

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 motivation and main motivation before making a purchase 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.

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 questionnaire 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 distributed 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 information. 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). Furthermore, H5: City image has significant effect on decision the res-pondents' data chosen including gender, to visit. age, employment status, monthly income, educa- H6: Intention to visit has significant effect on tional background, and the purpose of visiting decision to visit. the city of Yogyakarta. Last, a the validity test and

reliability test using research instruments. The Data Collection data collection process takes place between Au- This type of research used explanatory re- gust and September 2018. The data obtained we- search with quantitative approach. A city namely re analyzed using the SEM (Structural Equation Yogyakarta was chosen because this region has a Model) based on PLS (Partia Least Square). In- variety of tourism destinations that are quite fa- ferential statistical analysis is used to describe mous in Indonesia. Four variables are used to test the influence of city branding on the city image the influnce of city branding, city image, inten- and its impact on the intention to visit and deci- tion to visit, and decision to visit. sion to visit. SPSS is used for descriptive statistical The object of research in this study are seven tests. tourism destinations in Yogyakarta, Central Java,

Indonesia. Tourism destinations were chosen as RESULT AND DISCUSSION research objects are Keraton Yogyakarta, Page- Validity and relability of the instrument laran Keraton, Malioboro, Museum Benteng Vre- The result of the calculation show that the deburg, Taman Sari, Taman Pintar, and Gembira correlation coefficients of all items (statements) Loka Zoo. The seven tourism destinations offer are greater than ≥ 0.3. This means that all items tourism activities that include cultural tourism, (statements) are considered valid to use as the commercial tourism, and social tourism. The data instrument for data collection. use in this study are primary data obtained di- The method used in this study is Cronbach Al- rectly from the object of this research. Primary pha where the criteria of an instrument are relia- data in the study were obtained by using ques- ble if the alpha coefficient is greater than ≥0.6. tionnaires which given directly to domestic visit- The result of the calculation show that the Cron- ors in seven tourism destinations in the city of bach Alpha are greater than ≥0.6 and it means Yogyakarta. that the instrument are considered realible.

The Infuence of City Branding Towards City Image (Putra, et al.)

Description of Respondent 4.37** Frequency distribution of respondents in this Pre- 1. Feel excited to visit the city of Yogyakarta. 4.71 requisite study based on their characteristics. The descrip- 2. The easy of finding new things in the city of Yogya- 4.50 tive statistics of the distribution respondents karta. demographic characteristic in this study. From 3. The city of Yogyakarta has good public facilities. 4.29 the total 280 respondents, 120 (42.9%) respon- 4.50** dents are male and 160 (57.1%) respondents are City Image 4,29* female, that metter indicating that most of the Cognitive 1. Knowing that Yogyakarta is a special region. 4.41 respondents are female in this study. As for the Image 2. Knowing "Jogja istimewa" is a brand of Yogyakarta that 4.26 frequency and percentage of the respondents has a diversity of tourist privileges. age, most of the respondents age category 23-28 3. Believe that "Jogja istimewa" is a brand of Yogyakarta 4.36 years old most dominating in this study. As for that reflects the characteristics of the city. the respondents in the education levels category 4.34** most of the respondents are bechelor degree do- Affective 1. Believing that Yogyakarta has an attraction and in accor- 4.31 minating in this study 165 (59%) respondents. As Image dance with its brand "Jogja istimewa". for the respondents in the occupation category 2. Believing that "Jogja istimewa" reflects Yogyakarta as a 4.25 comfortable and special city. most of the respondents are students dominating 3. Like "Jogja istimewa" because it is in accordance with the 4.25 in this study 83 (30%) respondents. As for res- situation and condition of Yogyakarta. pondents in the regular incomes category mostly 4.27** from the Rp. 700.000 – Rp. 3.100.000 dominating Conative 1. “Jogja istimewa" as expected during a visit to Yogyakarta. 4.23 in this study 124 (44.28) respondents. Futher- Image more, as for respondents in the purpose of visit- 2. "Jogja istimewa" reflects the overall quality of Yogyakarta. 4.24 3. "Jogja istimewa" in accordance with the image of Yogya- 4.35 ing most of the traveling activities domi-nating in karta that has the potential of tourism, trade, education the study 141 (52.85%) respondents. and culture. 4.27** Description of Respondent Response The results of respondent response on city Advanced table 1. branding, city image, intention to visit, and deci- Variable Indicator Item Mean sion to visit seen in table 1. Intention to Visit 4.20*

Table 1. Description of the respondent's answer frequency. Stimulation 1. Having an interest to visit Yogyakarta because his own 4.39 Variable Indicator Item Mean desires.

City Branding 4,51* 2. Having an interest to visit Yogyakarta because of other 4.12 people (family / friends). Presence 1. Yogyakarta is a popular city for tourism diversity. 4.60 3. Having an interest to visit Yogyakarta because of tourism 3.95 2. Yogyakarta contributes to the culture field. 4.66 information. 3. Yogyakarta contributes to the science field. 4.58 4.15** 4.61** Awareness 1. Having an interest to visit Yogyakarta for self-awareness 4.38 Potential 1. Yogyakarta is a pleasant city to open a business. 4.53 to travel / work / do business / take education. 2. Yogyakarta is a pleasant city for entrepreneurial acti- 4.52 2. Be aware of having an interest to visit Yogyakarta be- 4.26 vities. cause family / friends invitation. 3. Yogyakarta provides knowledge of Javanese culture. 4.55 3. Be aware of having an interest to visit Yogyakarta be- 4.04 4.53** cause information about tourism. Place 1. Yogyakarta is attractive in terms of the uniqueness of 4.68 4.22** historical buildings. Information 1. Believing that Yogyakarta fulfill the desire to travel. 4.33 2. Yogyakarta is attractive in terms of urban arrange- 4.37 Findings ment. 2. Believing that Yogyakarta is worth a visit based on re- 4.23 3. Yogyakarta is a beautiful city. 4.52 commendations from family / friends. 4.52** 3. Believing that Yogyakarta is worth a visit based on the 4.21 Pulse 1. Yogyakarta has a characteristic compared to other 4.58 diversity of tourism information obtained. cities. 4.25** 2. Yogyakarta is attractive in terms of culture and 4.56

history. Decision to Visit 4,23* 3. Yogyakarta provide special things that are different 4.38 1. Determines the type of tourism needed and desired in 4.34

from other cities. the city of Yogyakarta. 4.50** 2. Considers the tours in Yogyakarta before deciding on a 4.36 People 1. The local are friendly. 4.41 visit. 2. Easily adapt to the local. 4.36 3. The brand of Yogyakarta city "Jogja special" becomes one 3.92 3. It is easy to enter the community in the city of Yogya- 4.36 of the consideration before making a decision to visit the

karta. city of Yogyakarta.

The Infuence of City Branding Towards City Image (Putra, et al.)

4. The image Yogyakarta as a special city is a consideration 4.20 than ≥0.50 and it can be declared ideal. City for visiting. branding variable has AVE value of 0.547, city 5. Determines how many tourist destinations will be visited 4.21 Yogyakarta. image variable has AVE value of 0.587, intention 6. During holidays and having freeday into consideration for 4.24 to visit variable has AVE value of 0.525, and visiting Yogyakarta. decision to visit variable has AVE value of 0.540 . 7. Determines the cost and method of payment of funds for 4.34 activities to travel to Yogyakarta. Table 2. Results of construct reliability and validity. Sources: Primary data that were processed, 2018. Cronbach Composite Variabel AVE Note: Mean variable*, Mean indicator**. Alpha Reliability City Banding 0.951*** 0.956** 0.547* The result of the research show that the ave- Presence 0.841 0.905 0.760 Potential 0.792 0.878 0.707 rage scores of respondents answers to the varia- Place 0.766 0.865 0.681 ble of city branding is 4.51 so that it can be con- Pulse 0.816 0.891 0.731 People 0.790 0.877 0.705 cluded that in general the variable of city brand- Prerequisite 0.769 0.866 0.684 ing is in the high category. This indicates that res- City Image 0.910*** 0.927** 0.587* Cognitive Image 0.822 0.893 0.736 pondents tend to perceive that Yogyakarta City Affective Image 0.816 0.891 0.731 with “Jogja istimewa” has a good brand (Table 1). Conative Image 0.845 0.906 0.763 The findings shows that the average scores of Intention to Visit 0.886*** 0.908** 0.525* S timulation 0.699 0.834 0.627 respondents answers to the variable of city im- Awareness 0.734 0.849 0.653 age is 4.29 so that it can be concluded that in ge- Information findings 0.756 0.860 0.672 Decision to Visit 0.858*** 0.891** 0.540* neral the variable of city image is included in the Sources: Primary data that were processed, 2018. hight category. This indicates that respondents Note: AVE ≥0.50*, Composite reliability ≥0.70**, Cron- tend to perceive that Yogyakarta City with “Jogja bach alpha ≥0.60***. istimewa” the have a positive image (Table 1). The findings show that the average scores of The findings in table 2, it can be seen that the respondents answers to the variable of intention overall composite reliability value on the four va- to visit is 4.20 so that it can be concluded that in riables has an average value greater than 0.70 general the variable of intention to visit is includ- and can be declared reliable. City branding varia- ed in the high category. This indicates that res- ble has composite reliability value of 0.956, city pondents tend to perceive that Yogyakarta City image variable has composite reliability value of with “Jogja istimewa” attract intention to visit 0.927, intention to visit variable has composite the city (Table 1). reliability value of 0.908, and decision to visit The other findings also show that the average variable has value composite reliability of 0.891. scores of respondents answers to the variable of The last findings in table 2, it can be seen that decison to visit is 4.23 so that it can be concluded the overall value of Cronbach alpha on the four that in general the variable of decision to visit is variables studied has an average value greater included in the high category. It indicates that than 60 0.60 and can be declared reliable. City respondents tend to perceive that city image of branding variable has an alpha cronbach value of Yogyakarta City and intention visitors attract de- 0.951, the city image variable has a Cronbach al- cision to visit the city (Table 1). pha value of 0.910, the intention to visit variable has a cronbach alpha value of 0.886, and a deci- Result of Reliability and Validity Construct sion to visit variable has a value Cronbach's alpha According to [13] the ideal AVE is has a value is 0.858. greater than ≥0.50 Composite reliability is a measure of internal consistency and if the com- Result of Hypotheses posite reliability value has a high value or greater This study use SEM (Structure Equation Mo- than ≥0.70. It can be interpreted that each in- del) analysis based on PLS (Partial Least Square). dicator has a consistency value in measuring the The results of research using smartPLS 2.0 with construct. There are other steps to test the relia- the boostrapping method are presented as fol- bility of an instrument, another step is to use the lows: alpha cronbach technique. Cronbach alpha technique serves to measure an instrument, whether the instrument has reliability. The result in table 2, it can be seen that the overall AVE value of the four variables has an average AVE value greater

The Infuence of City Branding Towards City Image (Putra, et al.)

H2: City Branding has Significant Effects on Intention to Visit. The results of SEM-PLS were obtained from the original sample (O) value of 0.275 and the value T-statistics of 2.814*. This means that value of p-value (≥0.05) and value of T-statistics (≥1.960*). It show that H2 was empirically proven so that the hypothesis that has been formulated can be accepted in this research. It implies that city branding has significant effect on intention to visit. The estimated value with a positive sign indicates that the right strategy the city branding is will deliver excitement to visit, applying the right

strategy of the city branding is will deliver a in- Figure 3. Path diagram after bootsrapping Sources: Output smartPLS 2.0. terest from visitors and eventually it will deliver Note: Significant*, Insignificant**. intention to visit to the city. The findings of this study show that city H1: City Branding has Significant Effects on City branding has significant and positive effects on Image. intention to visit. That facilities, aksesabilities and The results of SEM-PLS were obtained from logistics, cleanliness, onformation, security, and the original sample (O) value of 0.339 and the va- freanliness community a city can be from inten- lue T-statistics of 3.717*. This means that value tion to visit constructions on visitors [17]. Visitors of p-value (≥0.05) and value of T-statistics make an assessment on tourism which selected (≥1.960*). It show that H1 was empirically proven the brand, can be preferable strong brand pro- so that the hypothesis that has been formulated duce higher intention to visit [18]. The city brand- can be accepted in this research. It implies that ing power will intention to visit of tourists, one city branding has significant effect on city image. evaluation consideration is economic value on The estimated value with a positive sign indicates the cost of are needed and culture presented by that the right strategy of the city branding is will the city to be visited [16]. Futhermore, city generate good and positive of the city image in brand-ing by using advertising aimed to be a the vision of visitors. means of communication marketing provide The findings of this study show that city understanding and get the result of powers of branding has significant and positive effects on tourism in for a visit [19]. city image. The results of this study in line with the invention [14] the presence of city branding H3: City Branding has Insignificant Effects on advertised can work-up the image of the city Decision to Visit. itself. A museum (place) influences the form of The results of SEM-PLS were obtained from the city image [15]. A museum has the potential the original sample (O) value of 0.004 and the va- can provide a attraction (pulse) for visitors to lue T-statistics of 0.043. This means that value of make a visit because the feel that the cityy of p-value (≤ 0.05) and value of T-statistics (≤1.960). Istanbul has a good image [15]. The attributes of It show that H3 was empirically proven so that a city which include history, architecture, and en- the hypothesis that has been formulated can be vironmental attractiveness have a major influ- inaccepted in this research. It implies that city ence in providing a good city image [16]. City branding has insignificant effect on decisom to Branding Index (CBI) is a handy tool for gaining visit. competitive advantage in European Capitals and The findings of this study show that city this competitive advantage is used to plan stra- branding has insignificant effects on decision to tegies and serve to make the city image a pre- visit. Base on the result of the testing indirect ferably [13]. Using CBI consist of presence, po- effect city branding will have an influence to de- tential, place, pulse, people, and prerequisite cision to visit through city image and intention to able to provide competitive advantage a city and visit. Table 6 show that city branding having image of the city can increase. influence on decision to visit trough city image having value of t-statistics 2.125 (≥1.960). Futher- more, base on these result that the decision to visit in city for a visiting Yogyakarta influence by

The Infuence of City Branding Towards City Image (Putra, et al.)

the image of Yogyakarta which having the image value T-statistics of 3.373*. This means that value of a good and at the end of the decision of the of p-value (≥0.05) and value of T-statistics visitors will be do visit for Yogyakrata City. (≥1.960*). It show that H4 was empirically proven so that the hypothesis that has been formulated Table 4. Indirect effect. can be accepted in this research. It implies that Indirect Original Standard T- P- city image has significant effect on intention to Effect Sample Deviation statistics value visit. The estimated value with a positive sign in- CB → CI → dicates that the good and positive the city image DTV 0.017 0.034 2.125* 0.028 CB → ITV is will deliver a interesting and intention from vi- 0.006 0.012 2.496* 0.010 →DTV sitors, applying the positive of the city image is Sources: Primary data that were processed, 2018. will generate a interest from visitors. Note: T-statistic ≥1.960* The findings of this study show that city image has significant and positive effects on in- Table 4 shows that city branding will have an intention to visit. The result of this study similar fluence on the decision to visit through the from the result of a study by [21] that the city intention to visit with a t-statistic value of 2.496 image directly influences the intention to visit. (≥1.960). Based on these results it can be seen The city image component which includes cog- that the decision to visit the city of Yogyakarta is nitive, affective, and conative together forms a influenced by intention to visit, the intention to purchasing hierarchy [22]. The method of using visit is the first step in the process of making a Structural Equation Model (SEM) produces a go- decision on the response from the intention that od strategy to attract intention to visit by using has been obtained and ultimately will result in a right strategy in improving the city image [23]. decision to visit Yogyakarta. The role of the in- City image is an image that is owned by indi- dividual in the purchase decision is influenced by viduals who have good perceptioms of the city taking initiative, to buy or have needs and de- and will eventually deliver interest and trust [24]. sires, but do not have the authority to do their own purchase decision. Furthermore, other indi- H5: City Image has Significant Effect on Decision viduals who influence and interpret the individual to Visit. influence the decision to make a purchase deci- The results of SEM-PLS were obtained from sion either intentionally or unintentionally [20]. the original sample (O) value of 0.283 and the In this study the characteristics of visitors of value T-statistics of 2.589*. This means that value Yogyakarta are dominated by them who to carry of p-value (≥0.05) and value of T-statistics out tourism activities, but there are visitors who (≥1.960*). It show that H5 was empirically proven make visits to carry out activities to study and so that the hypothesis that has been formulated work. Based on the results obtained, it can be can be accepted in this research. It implies that concluded that city branding has insignificant city image has significant effect on decision to vi- effect on decision to visit because visitors who sit. The estimated value with a positive sign in- visit for education and work activities. The deci- dicates that the good and positive the city image sion making process is influenced by other peo- is will deliver a decision from visitors, applying ple or it can be said that the visitor does not have the positive of the city image is will deliver a in- the authority to make decisions. Furthermore, terest from visitors and eventually it will gene- the inability to have authority over these deci- rate decision to visit to the city. sions can be due to demands for higher edu- The findings of this study show that city im- cation and job placement. It can be concluded age has significant and positive effects on deci- that city branding that owned by a city keeps vision to visit. The result of this study similar from sitors visiting. In the end city image and intention the result of a study by [25] that the image of the to visit are variables that are able to become me- city has good repitation base on the goverment diators for visitors to have a decision to visit. City in regulating the strategies and policies that exist image and intention to visit have an important in the city, so that the implementation of the role in this research. strategies that have been made will make visitors take the decision to visit. A positive image will in- H4: City Image has Significant Effects on crease behavioral intention and will result in a Intention to Visit. decision [26]. The higher the image of a desti- The results of SEM-PLS were obtained from nation will result in high visiting decisions [24] the original sample (O) value of 0.350 and the and city iage can be measured base on the qua-

The Infuence of City Branding Towards City Image (Putra, et al.)

lity of a city to produce a decision to visit [27]. tegy of Yogyakarta "Jogja istimewa" results in the Destination image is assumed to be the same as visitor's intention to visit and the decision to visit city image which directly influences visiting deci- has an insignificant effect on city branding. Furt- sions and is wiling to recommend tourist desti- hermore, also has insignificant effect decision to nation to others [21]. visit because visitors characteristics for education and work due to compulsion of these demands. H6: Intention to Visit has Significant on Decision However, city branding has significant effect on to Visit. city image and intention to visit. City image has a The results of SEM-PLS were obtained from significant effect on the intention to visit and the original sample (O) value of 0.515 and the decision to visit. Based on this, that a positive value T-statistics of 5.405*. This means that value image can produce intention and decision to vis- of p-value (≥0.05) and value of T-statistics it. The last finding, that the intention to visit has (≥1.960*). It show that H6 was empirically proven significant effect on decision to visit it can be so that the hypothesis that has been formulated concluded that the intention to visit would result can be accepted in this research. It implies that in a decision to visit. intention to visit has significant effect on decision to visit. The estimated value with a positive sign Research Limitation and Directions for Fiture indicates that the interest of the intention to visit Research is will deliver a decision from visitors, applying The reseach limitation and for future research the interest of the intention to visit is will deli- in this study based on the results and discussion, very a interest from visitors and eventually it will this study has several limitations to the study. deliver decision to visit to the city. (1)This research is an explanatory study con- The findings of this study show that city im- ducted in a short period of time and thus the age has significant and positive effects on deci- findings in this study cannot describe the dy- sion to visit. The result of this study similar from namic movement of an object over a long period the result of a study by [17] a city with good faci- of time. (2) This study focuses only on 7 of the 23 lities will be a stimulant for visitors and even- tourism destination objects in the city of Yogya- tually this visitors have an intention in visiting karta, thus the findings of this study can be ge- and various information obtained by prospective neralized to other tourism destination objects in visitors will strengthen the decision to visit on the city of Yogyakarta, but the findings of this this city. Intention in visiting has a direct and po- study cannot be applied across cities or across sitive influence on decision to visit, the higher the sectors other industries. (3) This research only visitor’s intention in a product or service, the hig- focuses on tourism destinations in the city of her the purchase decision that will be taken [24]. Yogyakarta, the involvement of existing tourism A good reputation from a city will encourage vi- destination objects in Yogyakarta Regency might siting interest and the government program be- produce more varied results. (4) This research nefits for visitors, such as access to open a busi- only focuses on domestic visitors who visit tour- ness or even settle in the city and encourage vi- ism destinations in the city of Yogyakarta, thus siting interest to produce higher visiting decisions the findings can be generalized to foreign visitors [25]. The visitors have an evaluation of interest who visit Yogyakarta. (5) The absence of invol- willing to visit higher will result in higher visiting vement of other variables and indicators in this decisions, the more individuals competently as- study, with the involvement of other variables sess their interests and desires, the faster the and indicators in the study will greatly influence decision will be taken [28]. the results and interpretation of this study. (6) The number of respondents involved in this study Conclusion and Future Research amount to only 280 respondents. The involve- Conclusion ment of more respondents can probably produ- The purpose of this research is to build an un- ce more relevant results. derstanding of the influence of city branding on city image and its impacts on intention to visit ACKNOWLEDGEMENT and decision to visit in the tourism destination in The author would like to thank Dr. Drs. Edy Yogyakrata City, Central Java, Indonesia. The re- Yulianto, MP. and Andriani Kusumawati, S.Sos., sult of this study demonstrates that applying the M.Si., DBA. as a supervisor. right city branding strategy can produce a strong and positive city image. The city branding stra-

The Infuence of City Branding Towards City Image (Putra, et al.)

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