THE INFLUENCE OF CITY BRANDING, E-WOM, ATTRACTIVENESS, AND ACCESSIBILITY ON THE DECISION TO VISIT MADIUN CITY

Ryan Surya Pratama

Abstract


The purpose of this study was to determine the influence of City Branding, e-WOM, attraction and the influence of accessibility on the decision to visit tourist attractions in Madiun City. The research method used in this study is quantitative using a sample of 385 respondents, using the help of SPSS25 software. The results of the study indicate that partially the city branding variable (X1) has a positive and significant influence on the decision to visit Madiun City, so the first hypothesis is accepted. Partially the e-wom variable (X2) has a positive and significant influence on the decision to visit Madiun City, so the second hypothesis is accepted. Partially, the variable of attractiveness (X3) has a positive and significant influence on the decision to visit Madiun City, so the third hypothesis is accepted. Partially, the variable of accessibility (X4) has a positive and significant influence on the decision to visit Madiun City, so the fourth hypothesis is accepted.


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References


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