PENGARUH BRANDING KAREN'S DINER SEBAGAI RESTORAN KONTROVERSIAL DALAM MENARIK MINAT BERKUNJUNG GENERASI MILENIAL

Naomi Nasya Nathania, . (2023) PENGARUH BRANDING KAREN'S DINER SEBAGAI RESTORAN KONTROVERSIAL DALAM MENARIK MINAT BERKUNJUNG GENERASI MILENIAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The culinary tour today is growing very rapidly. This development is supported by technological developments that allow information related to culinary tourism to circulate quickly. One of the most celebrated culinary Tours is Karen's diner. This unique restaurant service went to Indonesia and was able to generate controversy, although so many people still wanted to visit. The purpose of this study was to measure the extent of branding Karen's diner as a controversial restaurant of interest in visiting millennialists. The study employs a theory of effects that explains that there are some mental stages for a person before making a decision to visit. The study used illustrative quantitative methods because it explains the relationship between x variables (branding Karen's diner) and y variables. The research sample consists of 70 respondents who are 24-hour social media users, either knowing the news or information about the controversy that Karen's diner has. Research shows a correlation between the two variables and regression coefficient Numbers that are of positive value. The t test showed t's value of 16.673, so it can be established that branding Karen's diner as a controversial restaurant interest in visiting millennial generations has an influence of 80.3%.

Item Type: Thesis (Skripsi)
Additional Information: [No. panggil: 1910411249] [Pembimbing: Yani Hendrayani] [Penguji 1: Drina Instyaswati] [Penguji 2: Vinta Sevilla]
Uncontrolled Keywords: Branding, Controversy, Visiting interest, Hierarchy of Effects Theory.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: Naomi Nasya Nathania
Date Deposited: 09 Aug 2023 06:10
Last Modified: 09 Aug 2023 06:10
URI: http://repository.upnvj.ac.id/id/eprint/26335

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