Open AccessPENGARUH PEMEREKAN KOTA “ENJOY JAKARTA” TERHADAP CITRA KOTA
Author(s) -
Chandra Wibowo Widhianto,
Henilia Yulita
Publication year - 2017
Publication title -
journal of business and applied management
Language(s) - English
Resource type - Journals
eISSN - 2621-2757
pISSN - 1979-9543
DOI - 10.30813/jbam.v9i2.861
Subject(s) - capital city , advertising , variables , geography , mathematics , business , statistics , economic geography
Jakarta, as the capital of the Republic of Indonesia, finally for the first time launched the "Enjoy Jakarta" on March 21, 2005. The main reason for the launched program is to increase the number of foreign tourists as many as 2.2 million visitors or twice as compared to year 2014. This study examines the effect of Jakarta‟s city brand: “Enjoy Jakarta” to city image. Data were obtained from 110 respondents who are citizens of Jakarta and outside Jakarta. This type of research is associative research conducted to link the variable with other variables. The results showed that the ANOVA (F test) simultaneously variables city brand has a significant effect on the image of the city indicated variables of the Sig. 0,000 <Alpha 5%. Variables city brands accounted for 51.9% of the variables change the image of the city, while the remaining 48.1% is explained by other variables outside the model. Keywords: City Brand, City Image