Analisis Pengaruh Brand Image dan Brand Awareness terhadap Keputusan Mengadakan Kegiatan MICE di The Westin Resort Nusa Dua Bali
DOI:
https://doi.org/10.36276/mws.v22i1.690Keywords:
MICE, Brand Image, Brand Awareness, Purchase DecisionAbstract
The Westin Resort Nusa Dua Bali is a convention hotel managed by Marriott International under the premium brand category, featuring the renowned Bali International Convention Center (BICC). This study investigates the influence of Brand Image and Brand Awareness variables on the Decision to Hold MICE Activities at The Westin Resort Nusa Dua Bali. The research employs a quantitative method, utilizing primary and secondary data sources, conducting validity tests, descriptive statistical mean tests, classic assumption tests, multiple linear regression analysis, hypothesis testing through T-tests, F-tests, and coefficient of determination tests processed using SPSS software. The sample consists of 77 respondents who have held MICE activities at The Westin Resort Nusa Dua Bali during the Q1-Q2 period of 2023. The results reveal that the overall mean value of variable X1 (Brand Image) is 4.43, variable X2 (Brand Awareness) is 4.48, and the overall mean value of variable Y (Decision to Hold MICE Activities) is 4.46. The Ttest and Ftest results show significance values <0.05, with Tvalue > Ttable and Fvalue > Ftable indicating that brand image and awareness variables have partial and simultaneous effects on the Decision to Hold MICE Activities. The Coefficient of Determination (R2) test yields an adjusted R2 value of 0.300, suggesting that 30% of the variability in variable Y can be explained by variables X1 and X2.
References
Aaker, D. A. (1996). Building Strong Brands. Free Press.
Annishia, L., Santoso, A., & Andriyani, E. (2019). Analisis Peran Pariwisata dalam Perekonomian Indonesia. Jurnal Ekonomi dan Bisnis, 15(2), 147-156.
Armstrong, G. (2008). Principles Of Marketing, International Edition. Jilid Prentice Hall, London
Astuti, R., & Kurniawan, D. (2020). Strategi Pengembangan Pariwisata MICE di Bali. Jurnal Pariwisata Terapan, 4(1), 23-32.
Chen, C.-F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115-1122.
Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141-148.
Jumiati, J. (2017). Analisis Pengaruh Brand image, Promosi, Harga, Dan Lokasi Terhadap Keputusan Konsumen Memilih Menginap di hotel Sala View Solo. Jurnal Studi Manajelmeln dan Bisnis, 4(2), 196–208.
Kotler, P. (2002). Manajemen Pemasaran 1. Edisi Milenium, PT. Prenhallindo, Jakarta,
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L., Parameswaran, A. M., & Jacob, I. (2019). Strategic Brand Management: building, measuring, and managing brand equity. Newyork City: Pearson Education.
Lim, N., & Ritonga, R. M. (2023). Analisis Pengaruh Persepsi Harga Dan Lokasi Terhadap Keputusan Pembelian Konsumen Pada Steak Moen Moen Lampung. Jurnal Manajemen Pariwisata Dan Perhotelan, 1(3), 81–93.
Nette, A.M.K & Sofiani. (2023). Analisis Brand Awareness terhadap Keputusan Pembelian pada Restoran Harris Suites Fx Sudirman Jakarta Pusat. Jurnal Imiah Global Education, 4(3), 1420–11429.
Ngafifi, M. (2020). Kemajuan Teknologi dan Pola Hidup Manusia dalam Perspektif Sosial Budaya. Jurnal Pembangunan Pendidikan: Fondasi dan Aplikasi, 2(1), 33– 47.
Prabawa, I. P., & Tarigan, R. (2021). Peran Hotel dalam Mendukung Industri MICE di Bali. Jurnal Manajemen Perhotelan dan Pariwisata, 6(1), 89-98.
Purnomo, B., & Setiawan, D. (2022). Strategi Pemasaran Hotel di Era Digital. Jurnal Ilmu Ekonomi dan Bisnis, 10(1), 97-110.
Sudibya, G., & Sukawati, T. (2018). Pengembangan Sarana dan Prasarana Pariwisata di Bali. Jurnal Kajian Pariwisata, 8(2), 134-150.
Sarudin, R. (2021). ds. Analisis Online Review TripAdvisor. com terhadap Minat Pembelian Produk Jasa Akomodasi di Hotel Manhattan. Id. Jurnal Hospitality dan Pariwisata, 7(4), 33–43.
Sugiyono. (2020). Metode Penelitian Pendidikan Pendekatan Kuantitati, Kualitatif, dan R&D. Bandung: Alfabeta.
Wardani, N. P., Sujana, I. M., & Widiastuti, N. K. (2023). Analisis Peringkat Hotel Konvensi di Bali berdasarkan TripAdvisor. Jurnal Industri Pariwisata Indonesia, 9(3), 211-225.
Wirata, I N. (2019). Pengaruh Product dan Price Terhadap Keputusan Pembelian Wedding Package Di The Samaya Seminyak Bali. Jurnal Kepariwisataan, Vol.18, No.1. ISSN: 1412-5498.
Downloads
Published
Issue
Section
Categories
License
Copyright (c) 2024 Kelvin, Rendy Sarudin
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Media Wisata applies a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0) to all articles published in the journal.
Under this license, readers and other users are permitted to share, copy, redistribute, remix, transform, and build upon the published work, including for commercial purposes, provided that the applicable license conditions are respected.
Copyright Ownership
Authors retain the copyright of their published work.
By submitting a manuscript to Media Wisata, authors grant the journal the right of first publication of the article.
The right of first publication is granted on the condition that the article is simultaneously made available under the Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0).
The copyright ownership of the article remains with the authors unless otherwise agreed in a separate written agreement.
Creative Commons Attribution-ShareAlike 4.0 International License
The CC BY-SA 4.0 license permits users to:
- Share — copy and redistribute the material in any medium or format; and
- Adapt — remix, transform, and build upon the material for any purpose, including commercial purposes.
These permissions are subject to the following conditions:
Attribution
Users must provide appropriate credit to the original author(s), provide a link to the applicable license, and indicate whether changes were made.
Attribution must be provided in a reasonable manner and must not suggest that the original author(s) or Media Wisata endorse the user or the use of the work.
ShareAlike
If users remix, transform, or build upon the material, the resulting contribution must be distributed under the same CC BY-SA 4.0 license.
No Additional Restrictions
Users may not apply legal terms or technological measures that legally restrict others from exercising the rights granted by the CC BY-SA 4.0 license.
The full license terms are available through the official Creative Commons website.
Author Rights
Authors retain the right to:
- use their published work for teaching, research, and other scholarly purposes;
- share and disseminate their published work through legitimate academic and professional channels;
- deposit and share the published article through institutional repositories, subject to applicable repository policies;
- use the article or substantial parts of it in future scholarly works, books, dissertations, or other academic publications, provided that the original publication in Media Wisata is appropriately acknowledged; and
- enter into separate non-exclusive agreements concerning the distribution or reuse of their work, provided that the original publication in Media Wisata is acknowledged.
Self-Archiving and Online Dissemination
Authors are permitted and encouraged to share their work online before, during, and after the submission and publication process, including through:
- institutional repositories;
- personal or institutional websites;
- academic profiles and networks; and
- other legitimate scholarly communication platforms.
When sharing a published article, authors are encouraged to provide a link to the official Media Wisata article page and acknowledge the original publication.
Third-Party Material
Authors are responsible for ensuring that all third-party materials included in their manuscripts, such as photographs, figures, tables, instruments, datasets, or other copyrighted materials, are appropriately attributed and used with the necessary permission or under a license that permits such use.
The CC BY-SA 4.0 license applied to an article does not automatically apply to third-party materials that are separately identified as being subject to different copyright or licensing conditions.
Author Responsibilities
Authors are responsible for ensuring that:
- the submitted manuscript is original;
- they have the necessary rights to submit and publish the manuscript;
- all sources and third-party materials are properly acknowledged;
- required permissions for copyrighted materials have been obtained; and
- publication of the manuscript does not infringe the rights of any third party.
Relationship with Open Access
Media Wisata provides immediate and free access to its published articles in accordance with its Open Access Policy.
The open access status of the journal and the CC BY-SA 4.0 license are intended to facilitate the lawful dissemination, reuse, and scholarly impact of published research while preserving authorship and attribution.
License Statement
Unless otherwise stated, all articles published by Media Wisata are licensed under:
Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0).
For the complete license terms, please refer to the official Creative Commons license information.
