Pengaruh City Branding "purwakarta Istimewa" Terhadap City Image Kabupaten Purwakarta Dan Keputusan Berkunjung Wisatawan Muda (youth Traveler)
Abstract
Abstrak Kabupaten Purwakarta pada zaman dahulu dikenal sebagai daaerah pensiun, karena keadaan kota yang sangat sepi dan jauh sekali dari hirup pikuk keramaian. Seiring perkembangan waktu, Kabupaten Purwakarta telah melakukan banyak pembenahan dan Kabupaten Purkwarta termasuk salah satu daerah di Indonesia yang memanfaatkan kekuatan dari strategi city branding dalam mengembangkan potensi yang dimiliki.
Keberagaman destinasi wisata yang dimiliki oleh Kabupaten Purwakarta, mulai dari wisata kuliner yaitu sate maranggi yang sudah dikenal sejak lama, waduk jatiluhur yang merupakan waduk buatan pertama di Indonesia yang dimana di dalam Kawasan waduk Jatiluhur juga terdapat Jatiluhur Waterworld, Giri Tirta Kahirupan sebagai tempat wisata keluarga yang nyaman, Taman Air Mancur Sri Baduga yang berlokasi di Situ Beuled. Selain Taman Air Mancur Sribaduga, Purwakarta juga menyuguhkan wisata Pendakian Gunung Bokok dan Gunung Lembu, Hotel Gantung di Gunung Parang.
Selain memiliki wisata alam, Purwakarta juga menyediakan destinasi wisata edukatif seperti Museum Diorama Purwakarta, Diorama Nusantara, Galeri Wayang dan Bale Indung Karahayuan yang tentu dibalut dengan budaya sunda yang menjadi ciri khas dari tiap destinasi yang ada. Dengan kelengkapan destinasi wisata yang dimiliki, Kabupaten Purwakarta menjadi Kabupaten yang memiliki potensi tinggi menjadi destinasi bagi para wisatawan untuk berkunjung. Berdasarkan hal tersebut, peneliti tertarik untuk
ISSN : 2355-9357 e-Proceeding of Management : Vol.7, No.1 April 2020 | Page 1719
melakukan penelitian terkait pengaruh program city branding Kabupaten Purwakarta yang dilihat dari terciptanya city image Kabupaten Purwakarta dan terjadinya Keputusan Berkunjung wisatawan muda.
Data yang diperoleh dalam penelitian ini bersifat data primer yang didapatkan melalui penyebaran kuisioner dan data skunder yang didapatkan peneliti melalui website terpercaya mengenai destinasi wisata. Hasil yang diperoleh peneliti adalah terdapatnya pengaruh yang signifikan dari program city branding “Purwakarta Istimewa†terhadap terciptanya city image Kabupaten Purwakarta dan terjadinya Keputusan Berkunjung wisatawan muda. City Branding tergambarkan melalui dimensi Nature, Business opportunity, Transportation, Social Bonding, Cultural Activities. City Image tergambarkan melalui dimensi afektif, evaluative dan behavioural. Terakhir, Keputusan Berkunjung tergambarkan melalui dimensi pre-decision, decision, post-purchase dan evaluation.
Kata Kunci: City Branding, City Image, Keputusan Berkunjung, City Branding “Purwakarta Istimewaâ€.
Abstract
Purwakarta Regency in ancient times known as the pension area, because the city is very quiet and far from the hustle and bustle of the crowd. Over time, Purwakarta Regency has done a lot of improvement and Purkwarta Regency is one of the regions in Indonesia that utilizes the strength of the city branding strategy in developing their potential.
The diversity of tourist destinations that are owned by Purwakarta Regency, starting from culinary tours namely satay maranggi which has been known for a long time, Jatiluhur Reservoir which is the first artificial reservoir in Indonesia where in the Jatiluhur Reservoir there are also Jatiluhur Waterworld, Giri Tirta Kahirupan as a family tourist destination convenient, Sri Baduga Fountain Park located in Situ Beuled. In addition to the Sribaduga Fountain Park, Purwakarta also offers Mount Bokok and
ISSN : 2355-9357 e-Proceeding of Management : Vol.7, No.1 April 2020 | Page 1720
Gunung Lembu Climbing tours, the Hanging Hotel on Gunung Parang.
Besides having a nature tourism destination, Purwakarta also provides educational tourism destinations such as the Purwakarta Diorama Museum, Nusantara Diorama, Wayang Gallery and Bale Indung Karahayuan, which of course are wrapped with Sundanese culture which is the hallmark of each destination. With the completeness of its tourist destinations, Purwakarta Regency has a high potential as a destination for tourists to visit. Based on this, the researcher is interested in conducting research related to the influence of the Purwakarta Regency's city branding program as seen from the creation of the Purwakarta Regency's city image and the decision to visit by young/youth traveler.
The data obtained in this study are primary data obtained through the distribution of questionnaires and secondary data obtained by researchers through trusted websites about tourist destinations. The results obtained by researchers are the significant influence of the city branding program "Purwakarta Istimewa" towards the creation of the city image of Purwakarta Regency and the decision to visit young tourists. City Branding is illustrated through the dimensions of Nature, Business opportunity, Transportation, Social Bonding, Cultural Activities. City Image is illustrated through the affective, evaluative and behavioral dimensions. Finally, the Visit Decision is illustrated through the dimensions of pre-decision, decision, post-purchase and evaluation.
Keywords : City Branding, City Image, Decision to Visit, City Branding “Purwakarta Istimewaâ€
