Proceedings of the 19th International Symposium on Management (INSYMA 2022)

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

A Case Study of Surabaya North Quay

Authors
Hayuning Purnama Dewi1, *
1University of Surabaya, Surabaya, Indonesia
*Corresponding author. Email: hayuning@staff.ubaya.ac.id
Corresponding Author
Hayuning Purnama Dewi
Available Online 5 December 2022.
DOI
10.2991/978-94-6463-008-4_109How to use a DOI?
Keywords
Brand identity; Visiting interest; Integrated marketing communication
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 19th International Symposium on Management (INSYMA 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
5 December 2022
ISBN
10.2991/978-94-6463-008-4_109
ISSN
2352-5428
DOI
10.2991/978-94-6463-008-4_109How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Hayuning Purnama Dewi
PY  - 2022
DA  - 2022/12/05
TI  - The Impact of Integrated Marketing Communication on Visiting Interest Through Brand Identity
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 871
EP  - 878
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_109
DO  - 10.2991/978-94-6463-008-4_109
ID  - Dewi2022
ER  -