englishtask : text description. my name is diah permatasari, sharia economy study, class b, faculty of islam, siliwang university InPangandaran visitors will like fine white beaches, blue ocean and fine seafood. Twelve kilometers before arriving at Pangandaran visitors will see a huge rock on the beach, which is called Karang Nini. Another place of special interest for nature lovers is a forest Conservation Park, close to the camping ground, which has basic facilities Theremany local and foreign tourists comes to enjoy the beautiful of the scenery. Pelajari juga descriptive dan descriptive text about pangandaran beach The age of respondents ranged from 15 years to 58 years the majority of respondents still productive age. Pangandaran Beach is located in Ciamis West Java. We left at 0700 oclock in the morning. tugasb.inggrisnama : luluwatun nazlakelas : cfakultas : agama islamprodi : ekonomi syariah englishtask : text description. my name is diah permatasari, sharia economy study, class b, faculty of islam, siliwang university. DescriptiveText Santolo Beach. Santolo beach is located in Pameungpeuk Garut, it is approximately 88 km from Garut. Although it's not as famous as Pangandaran and Pelabuhan Ratu, it has also beautiful views.. bnlqgRy. These days, every city or region has done much marketing effort as one of the ways to elevate the number of visit of tourists. Building a strong positioning and creating innovation different to other cities are some of the ways. It can be realized by applying city branding in city planning. Pangandaran is one of the regions in Indonesia that has high natural and tourism potentials. These potentials become the foundation of a region in doing city branding so the city can achieve brand equity. The aim of this research is to analyze how city branding of Pangandaran is seen from the perspective of its tourists. The method used in this research was quantitative research. The sample of this research was 293 people. The data analysis technique used was the SEM method with the PLS approach. The result shows that attitude has a significant influence directly to brand preference. Brand equity has a significant influence directly to brand preference. Brand image does not have a significant influence directly to brand - uploaded by Arianis ChanAuthor contentAll figure content in this area was uploaded by Arianis ChanContent may be subject to copyright. Discover the world's research25+ million members160+ million publication billion citationsJoin for free Review of Integrative Business and Economics Research, Vol. 8, Supplementary Issue 4 135 Copyright  2019 GMP Press and Printing ISSN 2304-1013 Online; 2304-1269 CDROM; 2414-6722 Print City Branding Analysis to Pangandaran Regency A Review from Tourists’ Perspective Pratami Wulan Tresna Business Administration Department, Universitas Padjadjaran Tetty Herawaty Business Administration Department, Universitas Padjadjaran Arianis Chan Business Administration Department, Universitas Padjadjaran ABSTRACT These days, every city or region has done much marketing effort as one of the ways to elevate the number of visit of tourists. Building a strong positioning and creating innovation different to other cities are some of the ways. It can be realized by applying city branding in city planning. Pangandaran is one of the regions in Indonesia that has high natural and tourism potentials. These potentials become the foundation of a region in doing city branding so the city can achieve brand equity. The aim of this research is to analyze how city branding of Pangandaran is seen from the perspective of its tourists. The method used in this research was quantitative research. The sample of this research was 293 people. The data analysis technique used was the SEM method with the PLS approach. The result shows that attitude has a significant influence directly to brand preference. Brand equity has a significant influence directly to brand preference. Brand image does not have a significant influence directly to brand preference. Keywords city branding, brand equity, attitude, brand preference, brand image. 1. INTRODUCTION A city or region planning which aims at gaining a strong positioning in tourists’ mind can be achieved by applying city branding in the planning. City branding is a theoretical and practical approach that is the most accurate according to Kavaratzis 2004, moreover if talking about an image of a city Vermeulen, 2002. City branding has been known since the year of 19s when marketing practices often have done in urban Ward, 1998. It is done by a city to attract investors, tourists, and community who live in the city to invest Kotler, et al. 1999 so it can raise the city income to develop way better. A transition of consumer attraction to a product is no longer through the form of marketing like printed media or TV show Willmott & Nelson, 2003, but more to seek a memorable experience so the product that has more attraction is more personal, which means more demanding Schmitt, 1999; Tynan & McKechnie, 2009. Besides, abundant tourism potentials can be a key attraction in performing city branding. One of the regions which has this huge potential is Pangandaran Regency in West Java Province. Pangandaran has lots of tourist destinations and water destinations that are popular with their beautiful panorama and they are like a magnet to attract tourists. They include Pangandaran Beach, White Sand Beach, Batu Karas Beach, and other places. A judgment or review to a brand basically comes from consumer perspective, so is a tourist destination. Its judgment needs to be based on the tourists who come to Pangandaran Review of Integrative Business and Economics Research, Vol. 8, Supplementary Issue 4 136 Copyright  2019 GMP Press and Printing ISSN 2304-1013 Online; 2304-1269 CDROM; 2414-6722 Print so the positioning is made as in the consumers’ mind. Such perspective is seen from the aspect of brand equity owned by Pangandaran so in overall, it can be seen how city branding in Pangandaran is realized. Theoretically, brand equity is a multidimensional construct formed either from the influence of brand image or an attitude toward a brand Gomez et al. 2018. These two constructs become the key subjects that need to be observed to see their influence on Pangandaran as a tourist destination. In a research conducted by Gomez et al. 2018; Keller 1993; Faircloth et al. 2001, they see a relationship between attitude toward brand with brand equity existed, not significantly though, has a relationship directly. However, in tourism sector in their previous research, Gomez et al. 2018; Chang & Liu 2009; Gil-Saura et al. 2013; Barreda 2014; Koneenik & Gartner 2007 and Boo et al. 2009 state that brand image has an influence on brand equity in tourism sector. It also has an influence if it is reviewed from the influence between brand equity and brand preference Cobb-Walgran et al., 1995; Chang & Liu, 2009. As a popular tourist area in West Java, Pangandaran should keep doing development from various aspects so it forms city branding that is in a line with what is expected by both domestic and foreign tourists. It can be seen from a review done in the brand equity through attitude toward a brand both brand image and brand preference by the tourists in Pangandaran. 2. THEORETICAL REVIEW City Branding Literature in marketing is getting wider, not only discussing how to market a brand but also how to market a location or place. Trueman et al. 2001 explain that conducting an analysis to a city as a brand has become a need by considering various stakeholders involved in the city. However, it often becomes a question for some researches how could a city be treated as a brand?' Kavaratzis, 2004. Hankinson & Cowking 1993 answer that a brand is a product or service differentiator related to its positioning so the product or service will show their unique based on their function attribute and symbol values. This explanation answers the question how a city becomes a brand Ashworth & Voogd 1990, 1994 and Kotler et al., 1999 add that the explanation about a brand has a relationship with the aim of city management and marketing to identify the image of the city. Kavaratzis 2004 states that in the world of marketing, city branding creates a significant change in marketing perspective. Besides, city branding is comprehended to achieve a competitive advantage so it can increase the number of investment and tourists. The growing trend to increase the competitive advantage in a tourist destination is started since the 1990s when the globalization era started happening Berg et al. 1990; Kavaratzis & Ashworth, 2006; Kotler et al. 1999. A tighter competition would give a self-attraction for academics and politicians to develop their tourist destination and the city branding Page et al., 2015. There are several analyses from researchers who identify some types of city branding, like innovation and creative cities Marceau, 2008. Besides, there is a researcher who states that there is a relevant relationship between brand equity and credibility as well as attitude and brand or brand image Middleton, 2011. Sahin & Baloglu 2014 elaborate that in the global market, the competition between cities as a tourist destination has started to focus in unique attitude and brand image, memorable experiences, and branding development through word of mouth. Brand Equity Review of Integrative Business and Economics Research, Vol. 8, Supplementary Issue 4 137 Copyright  2019 GMP Press and Printing ISSN 2304-1013 Online; 2304-1269 CDROM; 2414-6722 Print In marketing, brand equity has been studied in some lately works that refer to city branding Jacobsen, 2012; Kladou & Kehagias, 2014; Lucarelli, 2012; Zenker & Beckmann, 2013; Zenker, 2011. There are some definitions of brand equity, such as what is said by Aaker 1991, 1996 who defines brand equity as a group of asset and the obligation related to brand, name, and its symbol that add or reduce values to a particular product or service. Yoo, Donthu, and Lee 2000 define brand equity as a selection between a product with or without brand and the same featured assumption. Keller 1993 divides brand equity into two categories financial perspective Hakala, Svensson, & Vincze, 2012 and consumer perspective Sartori, Mottironi, & Corigliano, 2012. A useful measurement to evaluate city branding is by using quantitative and qualitative components. Especially, they do an empirical application in some cities in Germany. Jacobson 2012 also focuses on some cities in Germany, learning two key components attribute and benefit. Lucarelli 2012 proposes a scenario of three dimensions to study brand city equity, namely element, size, and impact from city branding. Brand equity has been studied a lot as literature related to city branding Jacobsen, 2012; Kladou & Kehagis, 2014; Lucarelli, 2012; Zenker & Beckmann, 2013; Zenker, 2011. Brand equity measurement in Gomez et al. 2018 uses three key dimensions, namely brand awareness, brand loyalty, and perceived quality. Besides, brand image could be one of the measurements of brand equity. Brand awareness reflects consumer capacity in differentiating one brand to another Barreda, 2014; Gil-Saura et al., 2013; Sartori et al., 2012. Brand loyalty is consumer commitment to re-purchase or recommend a product or service used by other consumers Gomez et al., 2018. Perceived quality is a consumer assessment for a brand Zeithaml, 1988. In this research, there are three aspects to be observed, starting from attitude to brand, brand image. In the previous research, attitude toward brand is an evaluation given by consumers toward a product or brand by illustrating negatively or positively Hughes & Allen, 2008; Kotler & Armstrong, 1996. Keller 1993 indicates that consumers will dispose of a higher price to a brand when attitude toward brand is high. Besides, brand image is a consumer illustration of a product or service offered Biel, 1992. A strong brand image would give a positive impact on brand equity Boo et al. 2009. 3. RESEARCH METHOD The focus of this research is attitude toward the brand, brand image, brand equity, and city branding to Pangandaran tourists. The population of this research is the tourists who visit tourist destinations in Pangandaran Regency until September 2017 which is 2,120,272 people. The sample collected in this research is 293 respondents. The data analysis in this research uses Structural Equation Model SEM through SmarPLS version software. 4. RESULT AND DISCUSSION PLS analysis technique is conducted to test the variable of city branding, attitude toward the brand, brand image, and brand equity. In the first step of the data analysis, there will be outer model consisting of validity test convergent validity and discriminant validity and reliability construct. Outer model is a model that specifies a relationship between latent variables and indicators or it can be said that outer model defines how each indicator is related to its latent variables. Review of Integrative Business and Economics Research, Vol. 8, Supplementary Issue 4 138 Copyright  2019 GMP Press and Printing ISSN 2304-1013 Online; 2304-1269 CDROM; 2414-6722 Print Table 1 PLS Convergent Validity Test of City Branding Latent Variable Question No. Indicator Outer Loadings AVE Remarks City Branding P20 Pangandaran is an area known by Pangandaran people. 0,7633 0,6333 Valid P21 I will recommend Pangandaran to my acquaintance. 0,8261 P22 Pangandaran is the first choice when I go on holiday. 0,7968 Brand Equity P9 Pangandaran is an easily recognized place. 0,6865 0,5086 Valid P10 Pangandaran is being top of mind when talking about the beach. 0,5760 P11 Pangandaran is a special region. 0,7147 P12 Pangandaran is a region people want to go there. 0,7777 P13 Visit in the future 0,7662 P14 Pangandaran is a region that has lots of features. 0,7512 P15 Pangandaran is a tourist destination that has many facilities compared to other 0,6921 P16 Pangandaran is one of the best tourist destinations. 0,8077 P17 The facilities owned by Pangandaran get better time to time. 0,6122 P18 Pangandaran is a tourist destination that is worth to visit. 0,6705 P19 Pangandaran is a tourist destination liked by tourists. 0,7544 Brand Image P6 Pangandaran is known as a tourism city. 0,728 0,6918 Valid P7 Pangandaran is an attractive region. 0,8788 P8 Lots of tourists like to go to Pangandaran. 0,8792 Attitude Toward the Brand P1 Pangandaran is a tourist destination that is in a line with the identity of the 0,7275 0,6666 Valid P2 Pangandaran is a pleasant region. 0,8692 Review of Integrative Business and Economics Research, Vol. 8, Supplementary Issue 4 139 Copyright  2019 GMP Press and Printing ISSN 2304-1013 Online; 2304-1269 CDROM; 2414-6722 Print Latent Variable Question No. Indicator Outer Loadings AVE Remarks P3 Pangandaran can meet the needs of tourists. 0,8455 In all latent variables that have conducted measurement, the result shows that convergent validity on outer loading value has value > It shows that the construct has a high correlation so it can be said that the indicator has an ability to measure the latent variable that should be measured Sarwono, 2004. Except for question number 10 P10, it has value but still being said as valid Ghazali, 2006. Because according to Ghazali 2006, loading to is still accepted. Another result used for convergent validity can be seen from the value of average variance extracted AVE which shows that all latent variables are called valid because AVE value > Table 2 Reliability Test Result Remarks Brand Equity Brand Image 0,9018 0,7781 0,9186 0,8699 Reliable Source Processed Primary Data, 2018 In the reliability test result, a construct can be considered as reliable when the value of composite reliability and Cronbach alpha, as well as composite reliability, show the value higher than It can be said that all research variable constructs have been a fit measurement tool. The next step in PLS is conducting structural model inner model. In this step, there will be a relationship between constructs including R-square value, goodness evaluation of fit by seeing Q2 predictive relevance, and hypothesis test. First, the structural model sees R-square value to discover how big independent variables influence their dependent variables. Table 3 R-square Value Result Variabel R-square City Branding Source Processed Primary Data, 2018 City branding variable of R-square value result is It means the city branding of construct variability that can be explained by brand image, brand equity, and attitude of construct variability at the percentage of Meanwhile, the rest of is explained by other variables outside the research. Besides, the result of calculation by using Q-square predictive relevance will measure how good observation value by the model and also its parameter estimation. The result of Q2 achieved is which means Q2 value above zero proves that the model has predictive relevance. The amount of city branding construct can be explained by brand image, brand equity, and attitude of construct variability at the percentage of Review of Integrative Business and Economics Research, Vol. 8, Supplementary Issue 4 140 Copyright  2019 GMP Press and Printing ISSN 2304-1013 Online; 2304-1269 CDROM; 2414-6722 Print Table 4 Path Coefficient Original Sample O Sample Mean M Deviation Error T Statistics O/STERR Attitude Brand Preference Brand Equity Brand Preference Brand Image Brand Preference Source Processed Primary Data, 2018 Based on the hypothesis test in Table 4, it shows that in the first hypothesis, attitude has a significant influence directly toward brand preference. It is shown from the positive coefficient value at the amount of tcount > ttable > Next, in the second hypothesis, it shows that brand equity has a significant influence directly toward brand preference. It is shown from the positive coefficient value at the amount of tcount > ttable > In the third hypothesis, it shows that brand image does not have a significant influence directly toward brand preference. It is shown from the positive coefficient value at the amount of tcount > ttable < Attitude has a significant influence directly toward brand preference. It shows that Pangandaran as a tourist destination is a pleasant place. It is seen from a descriptive elaboration which states that tourists feel Pangandaran is a pleasant place and able to meet the needs of the tourists. Even though as a tourist destination that is in a line with its identity still lacks compared to other statements. This hypothesis result shows that given the tourists evaluate Pangandaran positively as a tourist destination, it implies a self-perspective to Pangandaran as a pleasant tourist destination. However, the result is not relevant to the previous research which states that attitude toward brand does not have a direct influence Gomez et. al., 2018; Keller, 1993; Faircloth et al., 2001. In Keller’s research 1993, it is stated that attitude toward brand indeed is not directly related but it is a part of brand image. In contrast to what Keller 2001 says, the result of this research gives a new perspective that attitude toward brand is especially in Pangandaran as a tourist destination. Pangandaran has been popular with the main tourist destination; that is the beach. It makes domestic tourists mainly prefer Pangandaran as one of the regions to go on holiday in terms of the beach. An adhesiveness to what is memorized by a consumer to an object is a self-illustration toward a product or service. It is seen from the influence of brand equity toward brand which is in a line with the previous research Cobb-Walgran et al., 1995; Chang & Liu, 2009. Brand equity toward brand shows when the tourists of Pangandaran would go to the beach in West Java, they would say Pangandaran as the destination. Moreover, lots of tourists who in fact have been attracted to go to Pangandaran due to its features and facilities. Brand equity can be built not only due to a popular tourist destination but also supported by sufficient infrastructures. It makes Pangandaran the best tourist destination. In contrary to the previous explanation which states that the aspects in brand equity have influence toward brand. In the last hypothesis, it is found out that brand image does not directly have an influence toward brand which is not in a line with the previous research Gomez et al., 2018; Biel, 1992; Chang & Liu, 2009; Gil-Saura et al., 2013; Barreda, 2014; Koneenik & Gartner, 2007, and Boo et al., 2009. The tourists who visit Pangandaran have Review of Integrative Business and Economics Research, Vol. 8, Supplementary Issue 4 141 Copyright  2019 GMP Press and Printing ISSN 2304-1013 Online; 2304-1269 CDROM; 2414-6722 Print seen Pangandaran as a pleasant place to go for a tour. However, it does not mean Pangandaran is a tourist city for the tourists. Although Pangandaran has variously attractive tourist destinations, it does not make Pangandaran a tourist city. An indication of this disagreement could be because the tour offered does not spread to regional potentials. For instance, it should not only focus on the beach destination but also to regional potentials so there is a self-attractiveness to visit Pangandaran besides the sea. The formation of city branding of Pangandaran is finally done because the tourist destinations in Pangandaran have been recognized. It makes tourists feel that as a consumer in West Java and surrounded would choose Pangandaran when they want to go to the sea area. It has existed in the consumer mind as the main tourist destination in West Java. Besides, the tourists of Pangandaran also assess Pangandaran as a pleasant tourist destination even though no one considers Pangandaran as a tourist city. It should be one of the aspects improved by the government and the stakeholders to build city branding that Pangandara is a tourist city. 5. CONCLUSION The sample of this research is 293 people. The data analysis technique used is the SEM method with the PLS approach. The result of this research shows that attitude has a significant influence directly toward brand preference. The hypothesis results do not relevant to the previous research which mentions that attitude does not have a direct influence Gomez et. al., 2018; Keller, 1993; Faircloth et al., 2001. Meanwhile, Keller 1993 says that attitude toward brand indeed is not related directly but it is a part of brand image. Brand equity has a significant influence directly toward brand preference which is in a line with the previous research Cobb-Walgran et al., 1995; Chang & Liu, 2009. It is seen when the tourists of Pangandaran who would go on holiday to the beach in West Java would mention Pangandaran as their destination. Brand image does not a significant influence directly to brand preference. Some tourists who have visited Pangandaran consider it as a pleasant place for a tour but it does not mean Pangandaran is a tourist city. REFERENCES [1] Aaker, 1991. Managing brand equity New York. Free Press New York. [2] Aaker, 1996. “Measuring brand equity across products and markets”. California Management Review, 38 3, 102-120. [3] Ashworth, G. J., & Voogd, H. 1994. Marketing and place promotion, in Gold J. 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[42] Zenker, S. 2011. “How to catch a city? The concept and measurement of place brands”. Journal of Place Management and Development, 41, 40–52. [43] Zenker, S., & Beckmann, S. C. 2013. “Measuring brand image effects of flagship projects for place brands The case of Hamburg”. Journal of Brand Management, 208, 642–655. ResearchGate has not been able to resolve any citations for this publication. Valarie A. ZeithamlEvidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value. Propositions about the concepts and their relationships are presented, then supported with evidence from the literature. Discussion centers on directions for research and implications for managing price, quality, and Lane KellerThe author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive negative customer-based brand equity when consumers react more less favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image a set of brand associations. Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future purpose of this study is to analyze the application of city branding in five European capitals – London, Paris, Berlin, Rome, and Madrid – using a measurement model to link brand equity to its antecedents and consequences. The measurement model and structural model are estimated through partial least squares. An index, designated the City Branding Index CBI, is developed to quantify and compare the brand equity of the five European capitals selected. The findings show that the brand equity of the European capitals consists of the awareness and perceived quality of a city as a destination and the influence of attitude on the brand and brand image. The CBI reveals the existence of gaps among the five capitals in the four dimensions that compose brand equity. Because city branding is a useful tool for the capitals to gain competitive advantages, the results could allow city managing bodies and firms from the sector to evaluate each city's competitive position with regard to its competitors and to design strategies for each European Malhotra John HallM. ShawPeter OppenheimA lively, practical and concise text suitable for a one-semester course course in marketing research this book presents marketing research concepts in a highly applied and managerial way. Two of the authors are from Australian universities.

descriptive text about pangandaran beach