The Impact of Integrated Marketing Communication on Visiting Interest Through Brand Identity

Hayuning Purnama Dewi ()
Additional contact information
Hayuning Purnama Dewi: University of Surabaya

A chapter in Proceedings of the 19th International Symposium on Management (INSYMA 2022), 2023, pp 871-878 from Springer

Abstract: Abstract One strategy that needs to be done by Surabaya North Quay to attract visitors is to apply the concept of integrated marketing communication (IMC), which can form a brand identity for the tourist destination. This study was conducted to determine the effect of IMC on the interest of tourists visiting Surabaya North Quay through brand identity. The research was conducted by survey method. Respondents were visitors from November-December 2021. The distributed questionnaires were then analyzed quantitatively using SmartPLS ver.3.3 software. From the measurement model results, it can be concluded that each indicator shows a loading factor value above 0.7. This means that there is a relationship between IMC and the formation of a brand identity, which raises the public’s interest in visiting Surabaya North Quay. Monetary and media indicators show the highest value among other indicators, so they can be said as the most influencing factor for tourists’ interest in visiting Surabaya North Quay. IMC has an influence on interest in visiting the Surabaya North Quay destination through brand identity because the statistical results of 13,316 have a value above 1.96.

Keywords: Brand identity; Visiting interest; Integrated marketing communication (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-008-4_109

Ordering information: This item can be ordered from
http://www.springer.com/9789464630084

DOI: 10.2991/978-94-6463-008-4_109

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().