Analysis of The Effect of Tourist Perceptions and Branding on Purchase Decisions in Chinatown As Halal Gastronomy of Bandung City

Authors

  • Evin Davinci Sagala Universitas Pamulang

Abstract

The purpose of this study was to determine the effect of tourist perceptions and branding on purchasing decisions in Chinatown tourist destinations in Bandung. The independent variables in this study are perception and branding, while the dependent variable in this study is purchasing decisions. The research method used in this research is quantitative with descriptive and verification categories. The population of this study was 38,000 visitors with a sample of 270 respondents. The sampling technique used is non-probability sampling with purposive method. The data analysis technique used is multiple linear regression with computer software SPSS 25.0 for windows. The results showed that perception and branding had a positive and significant effect on purchasing decisions at Chinatown tourist destinations in Bandung, either partially or simultaneously.

Keywords: Branding, Chinatown, Purchase Decision, Perception

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Published

2021-12-22

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Vol. 2 No. 1 (2021): HUMANIS (Humanities, Management and Science Proceedings)

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