PENGARUH BRAND IMAGE TERHADAP MINAT KUNJUNGAN WISATAWAN DI OBJEK WISATA ASIA FARM HAY DAY PEKANBARU

Abstract

The city of Pekanbaru has many tourist attractions, including the Asia farm Hay Day tourist attraction, which is which is inspired by an online game called Hay Day. Since it was officially inaugurated in 2019, this tourist attraction has seen the total number of tourist visits drop each year due to the Covid-19 pandemic that has hit the world. The decline in tourist visits should have prompted the manager to make an effort to continue attracting tourists so that it continues to rise. One way to generate interest from tourists is to introduce the product or service first by increasing the brand image or brand image of the product or service. With a well-known brand image among tourists, it will generate interest in a product or service. This study aims to establish the existence of a significant influence and the magnitude of the influence of brand image on the interest of tourists visiting Asia Farm Hay Day tourist attraction. The research method used in this study is descriptive with quantitative methods. Data was obtained through the dissemination of online questionnaires via google forms and structured interviews to 100 respondents who had visited the Asia Farm Hay Day tourist attraction. The data processing results using the PLS-SEM SmartPLS 3.0 analysis technique show that there is a significant positive influence between the brand image on the interest of tourists visiting Asia Farm Hay Day tourist attraction with a large influence of 65.5 %.
Key Word: Brand image, interests, tourists, Asia Farm Hay Day Pekanbaru