Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh variabel independen terhadap variabel dependen atau pengaruh positioning, diferensiasi dan brand componen terhadap kesuksesan branding takengon yang dimediasi oleh destinasi wisata kopi. penelitian ini dilakukan pada seluruh wisatawan yang pernah berkunjung ke destinasi wisata di kota takengon. jumlah sampel yang akan menjadi responden dalam penelitian ini adalah sebanyak 250 wisatawan. analisis data dalam penelitian ini menggunakan metode structural equation modelling (sem). hasil penelitian menunjukkan bahwa positioning berpengaruh terhadap destinasi wisata, diferensiasi tidak berpengaruh terhadap destinasi wisata, brand component berpengaruh terhadap destinasi wisata, positioning berpengaruh terhadap kesuksesan branding, diferensiasi tidak berpengaruh terhadap kesuksesan branding, brand component berpengaruh terhadap kesuksesan branding, destinasi wisata berpengaruh terhadap kesuksesan branding, destinasi wisata memediasi pengaruh positioning terhadap kesuksesan branding, destinasi wisata tidak memediasi pengaruh diferensiasi terhadap kesuksesan branding, dan destinasi wisata memediasi pengaruh brand component terhadap kesuksesan branding. kata kunci: positioning, diferensiasi, brand component, destinasi wisata, kesuksesan branding

This study aims to examine the effect of the independent variable on the dependent variable or the influence of Positioning, Differentiation and Brand Components on the Success of Takengon Branding Mediated by Coffee Tourism Destinations. This research was conducted on all tourists who have visited tourist destinations in Takengon City. The number of samples that will be respondents in this study are 250 tourists. Data analysis in this study used the Structural Equation Modeling (SEM) method. The results show that positioning has an effect on tourist destinations, differentiation has no effect on tourist destinations, brand component affects tourist destinations, positioning affects branding success, differentiation does not affect branding success, brand component affects branding success, tourist destinations affect branding success , tourist destinations mediate the influence of positioning on branding success, tourist destinations do not mediate the effect of differentiation on branding success, and tourist destinations mediate the influence of brand components on branding success. Keywords: Positioning, Differentiation, Brand Component, Travel Destinations, Branding Success