THE ANALYSIS OF CITY BRANDING PAYAKUMBUH AS CITY OF RENDANG ON PAYAKUMBUH CITY DOMESTIC TOURISTS BRAND PREFERENCE
Keywords:
attitude toward brand, brand image, brand equity, brand preferenceAbstract
The purpose of this study is to analyze the effectiveness of city branding Payakumbuh as city of rendang, by using measurement model of Partial least square and an index that being used to quantify and compare the brand equity of a city brand. The result shown that the brand equity from city brand of Payakumbuh has a direct influence with brand preference of domestic tourist that was coming to Payakumbuh and there is a need to reevaluate the city brand strategy of Payakumbuh city as city of rendang from the city brand index result. The result was important for the government of Payakumbuh, to evaluate and design strategies for their recent city brand as city of rendang.Downloads
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