THE EFFECT OF BRAND IMAGE TOWARD THE GUEST DECISION TO BUY TOUR PACKAGES AT FLORESSA BALI TOURS DENPASAR

Abstract

This study conducted at Floressa Bali Tours to determine the effect of brand image which are consist of brand strength, brand favorability, and brand uniqueness with the guest decision to buy tour packages simultaneously and partially. The result of using SPSS program version 21 found that brand strength, brand favorability, and brand uniqueness simultaneously influence tourist’s decision with R squared 0,574. It means that 57% of tourist’s decision influenced by brand image and the rest 43% influenced by other factors. Partially the variable of brand strength and brand uniqueness significantly affect to the tourist’s decision to buy the tour packages. Based on the results it is expected the management of Floressa Bali Tours to keep improve their brand image to increase sales and well known by tourists.