PENGARUH BRAND GESTALT DAN SELF-PLACE CONGRUITY TERHADAP KEPUTUSAN BERKUNJUNG KEMBALI GEN Z DI MANADO BAY YANG DIMEDIASI VARIABEL NIAT BERKUNJUNG
Abstrak
Perkembangan destinasi kuliner di perkotaan mendorong meningkatnya persaingan dalam menarik minat pengunjung, khususnya dari segmen Generasi Z yang memiliki karakteristik kritis dan berorientasi pada pengalaman. Penelitian ini bertujuan untuk menganalisis pengaruh brand gestalt dan self-place congruity terhadap keputusan berkunjung kembali Generasi Z pada destinasi kuliner di Manado Bay, dengan niat berkunjung sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap pengunjung Generasi Z yang pernah mengunjungi kawasan tersebut. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan analisis model struktural untuk menguji hubungan antar variabel penelitian. Hasil penelitian menunjukkan bahwa brand gestalt dan self-place congruity berpengaruh positif terhadap niat berkunjung. Selanjutnya, niat berkunjung berpengaruh signifikan terhadap keputusan berkunjung kembali. Selain itu, niat berkunjung juga berperan sebagai variabel mediasi dalam hubungan antara brand gestalt dan self-place congruity terhadap keputusan berkunjung kembali. Temuan ini menunjukkan bahwa persepsi menyeluruh terhadap destinasi serta kesesuaian antara citra diri pengunjung dengan citra destinasi dapat meningkatkan loyalitas pengunjung. Penelitian ini memberikan implikasi praktis bagi pengelola destinasi kuliner dalam merancang strategi yang lebih efektif untuk meningkatkan minat dan loyalitas pengunjung, khususnya dari kalangan Generasi Z.
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