City Branding in Jember: Perspective Analysis of Visitors

Abstract

This research was conducted to find out how attitudes affect brand and brand equity towards brand image. In conducting data retrieval, the technique used is a survey by giving questionnaires to respondents. The population in this study are people who have visited Jember. The number of samples in this study was 130 people. In conducting data analysis, the technique used is Multiple Regression Analysis through the SPSS program. The results of this research are partially the attitude towards the brand has a significant positive effect on brand equity. Still, the brand image does not have a significant positive impact on brand equity. However, a simultaneous attitude towards brand and brand image has a significant positiveeffect