CAN CONSUMER IMAGE BE MANIFESTED IN PRODUCT QUALITY AND REFERRAL BEHAVIOR? ANOTHER EVIDENCE FROM TOURISM DESTINATIONS.
KUSUMAWARDHANI; ANDRIYANSAH; SUHARTO (2019) Can Consumer Image Be Manifested In Product Quality And Referral Behavior? Another Evidence From Tourism Destinations.
Quality Management. Q U A L I T Y, Access To Success, 20(169); 102-106.
This study analyzes the image of the destination, value, cultural collectivism on the quality of local products sold in a tourism destination, and tourists’ referral behavior. The sampling method was conducted using purposive sampling in which the sample is a tourist visiting the tourist area. The sample size involved is 200 respondents obtained from two regions of Sumatra and Java, Indonesia. This study uses a quantitative descriptive method. The analysis tool uses SEM with two approaches. Based on the results of tests performed on the SEM, the results showed that the image of the destination has a positive effect on destination image. Another finding reveals that the the quality of local products sold in tourism destination positively influences consumer interest to provide a reference to others. Meanwhile, there are no significant effect of collectivist cultures on purchasing decisions of local product.
Keywords: destination image; product value; collectivism; product quality; referral behavior.
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