PENGARUH CITRA DESTINASI TERHADAP MINAT BERKUNJUNG KEMBALI DI KOTA BANYUWANGI
DOI:
https://doi.org/10.9744/pemasaran.19.1.60-71Keywords:
citra afektif, citra kognitif, minat berkunjung ulangAbstract
Banyuwangi merupakan salah satu destinasi wisata yang populer di Jawa Timur yang menawarkan keindahan alam kepada wisatawan. Penelitian ini bertujuan untuk mengetahui hubungan citra destinasi (citra kognitif dan afektif) dengan minat berkunjung kembali ke Banyuwangi. Penelitian ini merupakan penelitian kuantitatif. Data penelitian diperoleh dari distribusi kuesioner terhadap 133 responden. Teknik pengolahan data yang diterapkan adalah PLS-SEM. Hasil penelitian menunjukkan bahwa citra kognitif berpengaruh signifikan terhadap citra afektif dan minat berkunjung kembali ke Banyuwangi. Demikian juga didapati pengaruh signifikan antara citra afektif dan minat berkunjung kembali ke Banyuwanagi. Pengujian efek mediasi memberikan hasil adanya mediasi parsial dari citra afektif pada hubungan antara citra kognitif terhadap minat berkunjung kembali ke Banyuwangi.
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Copyright (c) 2025 Evelyn Tjahjono, Felix Gustav Wibowo, Fransisca Andreani, Adriana Aprilia, Yohanes Sondang Kunto
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