EVALUASI BRANDING KOTA PAYAKUMBUH SEBAGAI KOTA RENDANG

Syarif Hidayatullah; Ma’ruf; Verinita

doi:10.35817/publicuho.v7i2.439

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Syarif Hidayatullah Universitas Andalas
Ma’ruf Universitas Andalas
Verinita Universitas Andalas

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https://doi.org/10.35817/publicuho.v7i2.439

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Attitude Toward Brand##common.commaListSeparator## Brand Image##common.commaListSeparator## Brand Equity##common.commaListSeparator## Brand Preference

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This study focused to find out the relationship among several aspects such as attitude toward the brand, brand image, brand equity, and brand preference. By using a quantitative approach and online questionnaires were distributed to 143 tourists who had visited the city of Payakumbuh as Kota Rendang in the last 5 years. A purposive sampling technique with several criteria was used to separate unqualified participants, and then the data was analyzed with the Structural Equation Modeling - Partial Least Square (SEM-PLS) technique by assisting Smart-PLS Software's latest version. The result shows that all research expectations are met.

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