Overview

Original Research

MEDIATION OF BRAND LOYALTY BETWEEN BRAND AWARENESS AND DESTINATION BRANDING GEOPARK LAKE TOBA

SRI RAHAYU 1, and MEGASARI GUSANDRA SARAGIH 2.

Vol 17, No 10 ( 2022 )   |  DOI: 10.5281/zenodo.7180998   |   Author Affiliation: Management of Study Program, Universitas Pembangunan Panca Budi, Medan, Indonesia 1,2.   |   Licensing: CC 4.0   |   Pg no: 326-335   |   To cite: SRI RAHAYU, and MEGASARI GUSANDRA SARAGIH. (2022). MEDIATION OF BRAND LOYALTY BETWEEN BRAND AWARENESS AND DESTINATION BRANDING GEOPARK LAKE TOBA. 17(10), 326–335. https://doi.org/10.5281/zenodo.7180998   |   Published on: 10-10-2022

Abstract

This study aims to analyze the effect of brand awareness on the destination branding of the Lake Toba Geopark with brand loyalty as an intervening variable. The main problem in this study is the decline in the number of tourist visits to the Lake Toba Geopark, apart from being caused by the COVID-19 pandemic, but also due to issues of environmental destruction. The number of samples as many as 150 tourists, with a non-probability sampling technique with a purposive sampling approach. This research uses path analysis method with AMOS 24.0. The results of the study found that brand awareness affects brand loyalty and destination branding Lake Toba Geopark. Brand loyalty affects destination branding Lake Toba Geopark. Brand loyalty mediates in partial mediation the influence of brand awareness on destination branding Lake Toba Geopark.

Keywords

brand awareness, brand loyalty, destination branding.