FOOD SOUVENIRS FROM BALI – WHAT MATTERS FOR TOURISTS FROM JAKARTA?

Journal of Business on Hospitality and Tourism

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Field Value
 
Title FOOD SOUVENIRS FROM BALI – WHAT MATTERS FOR TOURISTS FROM JAKARTA?
 
Creator Lemy, Diena Mutiara
Darmawan, Debbie
Tjokromulia, Julio Putra
 
Subject Food Souvenirs, Bali, Brand Image, Brand Awareness, Buying Decision, Tourism.
 
Description Bali is one of the popular destinations in Indonesia. It is not only popular for the international tourists, but also for domestic tourist. One large segment of Bali domestic tourist is from Jakarta. This segment like to buy food souvenir from Bali, even though the food do not presenting Balinese local food. The purpose of this research is to determine the degree of influence from brand image, brand awareness and dimension of food souvenirs from Bali towards buying decisions of Tourist from Jakarta when they are in Bali. Usually, product with good brand image and good brand awareness could attract people to buy the products.This research uses descriptive quantitative approach, where the data is collected through questionnaire and observations. To analyze the data, multiple linear regression analysis using SPSS program was applied. The result will determine if the brand awareness and brand image of food souvenirs really influence buying decision of tourist from Jakarta or not. The benefit of this research is expected that it will be a beneficial insight for the tourism industry in Bali in making a strategy for increasing tourist expenditure, from the food souvenirs sector.
 
Publisher STPBI
 
Contributor
 
Date 2019-12-16
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://jbhost.org/jbhost/index.php/jbhost/article/view/169
10.22334/jbhost.v5i2.169
 
Source Journal of Business on Hospitality and Tourism; Vol 5, No 2 (2019): Journal of Business on Hospitality and Tourism; 298-306
2527-6921
2527-9092
10.22334/jbhost.v5i2
 
Language eng
 
Relation https://jbhost.org/jbhost/index.php/jbhost/article/view/169/pdf
10.22334/jbhost.v5i2.169.g155
 
Rights Copyright (c) 2019 Diena Mutiara Lemy, Debbie Darmawan, Julio Putra Tjokromulia
http://creativecommons.org/licenses/by-sa/4.0
 

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