Anteseden Halal destination brand equity menggunakan halal brand equity theory untuk promosi halal tourism

Abstract

The purpose of this study was to examine and analyze the effect of halal brand awareness, halal brand value, halal brand image, perceived quality of halal brand on destination brand equity. The location of this research was carried out in halal tourist destinations in the city of Jakarta. The method in this study uses the theory of halal brand equity which is used to describe the value of recognized brands, based on the idea that established and reputable brands are more successful. The results of this study state that halal brand awareness has a positive and significant effect on destination brand equity, halal brand value has a positive and significant effect on destination brand equity, halal brand image has a positive and significant impact on destination brand equity, perception of halal brand quality has a positive and significant impact on destination brand equity. Destination Brand Equity This research confirms that there is a significant influence between halal brand image and destination brand equity. In order to encourage destination brand equity by maintaining and increasing halal brand awareness, halal brand value, halal brand image, perceived quality of halal brand.