THE JOURNAL GASTRONOMY TOURISM Volume 5 Nomor 2, Juni 2019, 56-69 Tersedia daring di: https://ejournal.upi.edu/index.php/gastur Analysis Of Influence Of Tourism And Branding Perceptions On Purchase Decisions (Study conducted in Chinatown as Halal Gastronomy in the City of Bandung) Evin Davinci Sagala, Caria Ningsih, Dewi Turgarini Indonesia University of Education, Jl. Dr. Setiabudhi No. 229, Bandung 40154, Indonesia * Corresponding Author. E-mail: [email protected] (Evin Davinci Sagala) ABSTRACT The purpose of this study is to be able to determine the effect of tourist perceptions and Branding on purchasing decisions in the Chinatown tourist destination in Bandung. The independent variables in this study are perception and branding, while the dependent variable of this study is the purchase decision. The research method used in this research is quantitative with descriptive and verification categories. The population of this study was 38,000 visitors with a sample of 270 respondents. The sampling technique used is nonprobability sampling with a purposive method. The data analysis technique used is multiple linear regression with assistive devicesSPSS 25.0 for Windows computer software. The results showed that perception and branding had a positive and significant effect on purchasing decisions in Bandung's Chinatown tourist destination, both partially and simultaneously. Keywords: Branding; Chinatown; Purchasing Decisions; Perceptions. First Received: April 2019 Revised: Mei 2019 Accepted: Juni 2019 Final Proof Received: Juni 2019 Published: Juni 2019 an area and other activities related to 1. Introduction tourism activities that attract tourists to visit According to (Republic of Indonesia tourist objects. Law No. 10, 2009) tourists are people who Accommodation is various facilities carry out tourism activities and are such as hotels and so on relating to services supported by various facilities and services to tourists who intend to make lodging provided by the public, private developers, during their tour. or learn about the uniqueness of the Amenitis is a variety of tourist attractions visited in the interim. facilities and services in the planning of According to Inskeep in (Turgarini tourist areas. Facilities include travel and Pridia, 2016), several components are operations, restaurants and various other involved in developing tourism destinations, eateries, shops selling handicrafts, souvenirs, namely: specialty shops, grocery stores, banks, Tourist attractions, namely tourist money changers, personal services (such as activities referred to in all matters relating to beauty salons), treatment facilities, health the natural environment, the uniqueness of facilities, public security facilities 56 Evin Davinci Sagala The Journal Gastronomy Tourism Volume 5 Nomor 2 (including offices police and firefighters), tourists, especially Muslim tourists in and travel facilities for entry and exit (such Chinatown whether influenced by as customs and immigration) and others are perceptions built by tourists and influenced part of the facilities available on a tour. by brands that contain concepts and culture Transportation is including access to from China. Purchasing decisions made by transport to tourist areas and from tourist tourists can be judged by the theories put areas. Internal transportation that connects forth by experts as stated (Kotler and Keller, the main attractions of the tourist area and 2012) that consumers who will make the development of the surrounding area, purchasing decisions will go through several including all types of facilities and services stages and the stages are related to several related to land, water and air. aspects such as: Infrastructure is the provision of a. Choice of products or services clean water, electricity, drainage, sewerage The selection of this product will be and telecommunications. made with a variety of considerations made Bandung, which cannot be separated by tourists through perception, by a variety of gastronomic offered to understanding, excellence and benefits. domestic and foreign tourists make b. Popularity Selection Bandung became a priority with tourists, Each brand has its own differences, so many of its restaurants offering typical tourists must decide which brand to buy. characteristics and uniqueness of each Tourists will choose a brand based on, individual with the brand are diverse and interest in brand image, interest in brand, inviting attention. This condition makes price match. many tourists who come to the city of c. Channeling options Bandung and want to explore the Consumers must be able to make a gastronomic tourism including Chinatown decision about which supplier to use. In this as a halal gastronomic tour in the city of case tourists must make decisions about Bandung. Chinatown was inaugurated by which way to do to find effective due to Mr. Ridwan Kamil on Sunday, August 20, location factors, appropriate prices, various 2017, with the address of Chinatown being supplies (facilities), convenience for Jalan Klaten No. 41 Ciroyom, Andir, shopping, breadth of place and also the Bandung City, West Java. The opening quality of service. ceremony conducted by Mr. Ridwan Kamil d. Choice of visit time who previously served as the Mayor of Purchasing decisions for tourists are Bandung at that time gave the inauguration usually made in the selection of the time of speech with a statement that Chinatown purchase or different visits, according to restaurants are all halal. Responding to this when the tourist attraction is needed. The with the branding of restaurants and tourist visit selection process includes several attractions with elements of China, and things such as suitability to needs, perceived containing Chinese concepts, it becomes a benefits, reasons for visiting. problem for tourists to visit Chinatown e. Number of purchases destinations by considering aspects of halal Tourists can make decisions about food that can be accepted by Muslim tourists. how much tourist attraction will be visited at this can affect the perception of tourists, and a time. Purchases may be made more than the influence of brands on tourists' decision once. In this case the company must prepare to make a purchase at a gastronomic as many products as the tourists want. destination in Chinatown. This makes the f. Payment Methods writer conduct research with consideration Methods of payment by visitors can be of the problems taken as purchasing done in several ways, namely paying cash, decisions. Purchasing decisions made by checks, credit cards, debit cards, ATM cards, 57 Evin Davinci Sagala The Journal Gastronomy Tourism Volume 5 Nomor 2 credit through financial institutions, and medicine and cosmetics assessment credit through stores. institutions of the Indonesian Ulema Based on this, the writer wants to do Council (MUI) are as follows: research in Bandung with the Chinatown a. Understand halal certification object as a gastronomic tour in Bandung, requirements and attend SJH training with the research title: "Analysis of the b. Implement a halal guarantee system Influence of Tourist Perceptions and c. Prepare halal certification documents Branding on Purchasing Decisions in d. Register for halal certification Chinatown as Halal Gastronomic Tourism e. Monitoring pre audit and post payment in the City of Bandung" this is in order to f. Conducting audits answer the existence of a mainstream tourist g. Carry out post-audit monitoring perception and branding of the Purchasing h. Obtain halal certification decision in Bandung's Chinatown. The Formulation of Problems in this 2.2. Components of the Gastronomy Model Research are: According to (Turgarini Dewi, 2018) a. What is the effect of perception on Understanding gastronomy is not only tourist purchasing decisions in focused on culinary arts or cooking methods Chinatown as halal gastronomic (figure 2.1), but also on human behavior tourism in the city of Bandung? including choosing raw materials, then b. How does the influence of branding on tasting, tasting, serving, cooking and tourist purchasing decisions in experiencing experiences of consuming and Chinatown as halal gastronomic searching, studying researching and writing tourism in the city of Bandung? about food and all matters relating to ethics, c. How does the perception of tourists and ethics and human nutrition of every nation branding influence on purchasing and country (Soeroso, 2014, KBBI, 2018, decisions in Chinatown as halal Lithilt, 2015, Shenoy, 2005, Manolis, 2010, gastronomic tourism in the city of Santich, 2010, Pullphothong & Sopha, Bandung? 2013). Gastronomy is an art and science, The objectives of this study are: even appreciation that is cross-ethnic, a. Knowing the influence of tourist national, racial, group, religious, gender, perceptions to determine purchasing and cultural by studying in detail food and decisions in Chinatown as halal drink to be used in various conditions and gastronomic tourism in the city of situations. Bandung. Food as the main source of b. Knowing the effect of branding on gastronomy is everything that comes from tourists' decision to make a purchase in sources of agricultural products, plantations, Chinatown as a halal gastronomic tour forestry, fisheries, livestock, water and in the city of Bandung. water, whether processed or not processed, c. Knowing the influence of tourist which are intended as food and drinks for perceptions and branding on purchasing human consumption, including food decisions in Chinatown as