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City Marketing Scale on Maluku Province Indonesia

City Marketing Scale on Maluku Province Indonesia
Aisah Asnawi, Popy Rufaidah
Universitas Padjadjaran, Artikel Prosiding International Referred Proceedings of the 13th Annual World Congress of the Academy for Global Business Advancement (AGBA) and 2016 AGBA - Indonesia Chapter's Inagural Conference, www.agba.us, Advances in Global Business Research, Vol. 13, No. 1, pp. 938-950, ISSN: 1549-9332, Fakultas Ekonomi & Bisnis - Universitas Padjadjaran 2016
Bahasa Inggris
Universitas Padjadjaran, Artikel Prosiding International Referred Proceedings of the 13th Annual World Congress of the Academy for Global Business Advancement (AGBA) and 2016 AGBA - Indonesia Chapter's Inagural Conference, www.agba.us, Advances in Global Business Research, Vol. 13, No. 1, pp. 938-950, ISSN: 1549-9332, Fakultas Ekonomi & Bisnis - Universitas Padjadjaran 2016
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City marketing (CM) is not a new phenomenon in the world of marketing. Basically, this phenomenon is used to introduce the uniqueness of a city compared to other cities as well as how a city to use any ideas, concepts and tools in marketing to market a city / region. This policy was first used by the Dutch (Braun: 2008). According to Rufaidah (2007), city marketing (CM) consists of three dimensions namely visitability, investability and livability. This paper is aimed at measuring the scale used to calculate the dimensions of CM in Maluku province. There are 100 respondents participate in this study. Confirmatory Factor Analysis is employed to analise the data. Results: all indicators used to measure the three-dimensional of CM have a positive influence. Visitability, investability and livalibility have positive relationship with magnitude of 0.894, 0.896 and 0.889 respectively.

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