PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP TOURIST PURCHASE DECISION (STUDI KASUS PADA EVENT SOUNDSFEST 2024)

ANDINI SEPTIANTI KHAIRUNISSA, . (2025) PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP TOURIST PURCHASE DECISION (STUDI KASUS PADA EVENT SOUNDSFEST 2024). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (1MB)
	Text BAB I.pdf Download (447kB)
	Text BAB II.pdf Restricted to Registered users only Download (515kB) | Request a copy
	Text BAB III.pdf Restricted to Registered users only Download (578kB) | Request a copy
	Text BAB IV.pdf Restricted to Registered users only Download (681kB) | Request a copy
	Text BAB V.pdf Restricted to Registered users only Download (252kB) | Request a copy
	Text DAFTAR PUSTAKA .pdf Download (246kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (2MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Citra Merek dan Kepercayaan Merek terhadap Keputusan Pembelian wisatawan pada festival musik Soundsfest 2024. Tingginya minat masyarakat terhadap festival musik memicu persaingan yang ketat antar penyelenggara, sehingga Soundsfest perlu memastikan bahwa citra merek dan kepercayaan konsumen dapat mendorong keputusan pembelian tiket. Penelitian ini menggunakan metode kuantitatif dengan populasi orang yang pernah menghadiri festival musik Soundsfest. Sampel berjumlah 60 responden yang dipilih menggunakan metode non-probability sampling dengan teknik purposive sampling dan rumus Roscoe. Analisis data dilakukan melalui uji validitas, uji reliabilitas, uji asumsi klasik, dan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa Citra Merek dan Kepercayaan Merek secara simultan berpengaruh positif dan signifikan terhadap Keputusan Pembelian wisatawan. Temuan ini diharapkan dapat menjadi dasar pengembangan strategi pemasaran untuk meningkatkan loyalitas pelanggan pada festival musik Soundsfest. Kata kunci: Citra Merek; Kepercayaan Merek; Keputusan Pembelian; Festival Musik ***** This study aims to determine the influence of Brand Image and Brand Trust on tourists’ Purchase Decisions at the Soundsfest 2024 music festival. The high public interest in music festivals has intensified competition among organizers, making it essential for Soundsfest to ensure that brand image and consumer trust can drive ticket purchase decisions. This research employs a quantitative method, with the population consisting of individuals who have attended the Soundsfest music festival. The sample comprises 60 respondents selected using non-probability sampling with a purposive sampling technique and the Roscoe formula. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that Brand Image and Brand Trust simultaneously have a positive and significant effect on tourists’ Purchase Decisions. These findings are expected to serve as a foundation for developing marketing strategies to enhance customer loyalty at the Soundsfest music festival. Keywords: Brand Image; Brand Trust; Purchase Decision; Music Festival

Item Type:	Thesis (Sarjana)
Additional Information:	1). Rezka Fedrina, S.ST.Par., M.M. ; 2). Rahmat Darmawan, S.Pd., M.M.Par.
Subjects:	Ilmu Sosial > Pariwisata
Divisions:	FIS > D IV Usaha Perjalanan Wisata
Depositing User:	Andini Septianti Khairunissa .
Date Deposited:	15 Aug 2025 00:54
Last Modified:	15 Aug 2025 00:54
URI:	http://repository.unj.ac.id/id/eprint/61176

Actions (login required)

View Item