INTERNATIONAL CLASS & JOINT DEGREE PROGRAM FACULTY OF ECONOMICS TRISAKTI UNIVERSITY THESIS THE ANTECEDENTS AND CONSEQUENCES OF CITY BRAND ATTITUDE

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1 INTERNATIONAL CLASS & JOINT DEGREE PROGRAM FACULTY OF ECONOMICS TRISAKTI UNIVERSITY THESIS THE ANTECEDENTS AND CONSEQUENCES OF CITY BRAND ATTITUDE SUBMITTED BY: SENDY YULIA A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR AWARD OF BACHELOR DEGREE OF ECONOMICS DECEMBER 2015

2 USES OF THESIS This copy is the property of International Class & Dual Degree Program, Faculty of Economics Trisakti University. However, the literary rights of the author must also be respected. If any passage from this thesis is quoted or closely paraphrased in a paper or written work prepared by the user, the source of the passage must be acknowledgment in the work. If the user desires to publish a paper or written work containing passages copied or closely paraphrased from this thesis, which passages would in total constitute an infringing copy for the purpose of the Copyright Act, he or she must first obtain the written permission of the author to do so. ii

3 Sendy iii Yulia

4 Sendy ivyulia

5 Sendy vyulia

6 Sendy vi Yulia

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8 Sendy viii Yulia

9 TABLE OF CONTENTS Page USES OF THESIS.....ii THESIS APPROVAL FORM.. iii THESIS LEGALIZATION FORM... v DECLARATION.....vii ACKNOWLEDGEMENT..viii TABLE OF CONTENTS.. ix LIST OF TABLES...xi LIST OF FIGURE...xii LIST OF APPENDICES.xiii ABSTRACT xiv CHAPTER I INTRODUCTION Research Background Research Question Research Objectives Research Contributions Systematics Discussion..9 CHAPTER II LITERATURE REVIEW Emotional Experiences in Mega-Events Ecological Orientation City Brand Attitude Quality of Life Conceptual Framework Hypothesis Development Hypothesis Hypothesis Hypothesis Hypothesis 4.26 ix

10 CHAPTER III RESEARCH METHODOLOGY Research Design Variables and Measurements Emotional Experiences in Mega-Events Ecological Orientation City Brand Attitude Quality of Life Samples and Data Collection Validity Test Reliability Test Data Analysis Method Goodness of Fit Model. 45 CHAPTER IV ANALYSIS AND DISCUSSIONS Descriptive Statistic Analysis Analyses and Discussion..55 CHAPTER V CONCLUSIONS AND RECOMMENDATIONS Conclusions Managerial Implications Limitations of The Study Recommendations 65 REFERENCES.67 APPENDICES.. 72 x

11 LIST OF TABLES Page Table 1 Respondents Characteristics Based on Gender...30 Table 2 Respondents Characteristics Based on Age 31 Table 3 Respondents Characteristics Based on Occupation 32 Table 4 Respondents Characteristics Based on Education Level 33 Table 5 Respondents Characteristics Based on Income Table 6 Respondents Characteristics Based on those who have Jakarta s Identity Card 35 Table 7 Respondents Characteristics Based on those who have been to Pekan Raya Jakarta (PRJ) 36 Table 8 Respondents Characteristics Based on Pekan Raya Jakarta (PRJ) Visit Frequency within last 5 years time 37 Table 9 Validity Test for Emotional Experiences in Mega-Events.39 Table 10 Validity Test for Ecological Orientation...40 Table 11 Validity Test for City Brand Attitude...41 Table 12 Validity Test for Quality of Life...42 Table 13 Reliability Test Result...44 Table 14 Goodness of Fit Model..46 Table 15 Descriptive Statistics for Emotional Experiences in Mega-Events...48 Table 16 Descriptive Statistics for City Brand Attitude..50 Table 17 Descriptive Statistics for Ecological Orientation..52 Table 18 Descriptive Statistics for Quality of Life..54 Table 19 Hypothesis Testing Results...56 xi

12 LIST OF FIGURE Figure 1 Conceptual Framework..22 Page xii

13 LIST OF APPENDICES Page Appendices 1: Research Questionnaire 72 Appendices 2: Validity Test.78 Appendices 3: Reliability Test.80 Appendices 4: Characteristics of Respondents 84 Appendices 5: Descriptive Statistics 87 Appendices 6: Structural Equation Model (SEM) Result 89 xiii

14 ABSTRACT This study aims to investigate whether there are positive influences of three selected components of the quality of life, namely emotional experiences in megaevents and ecological orientation on city brand attitude, as well as the influence of city brand attitude towards quality of life. Furthermore, this study seeks to investigate the influence of quality of life on the Jakarta residents perception. This is a hypothesis testing study, of which was conducted in Jakarta area, as it is also known as well as the brand of Jakarta Pekan Raya Jakarta (PRJ). The study collected 200 respondents using questionnaire distributed to people who have Jakarta s identity card and people who have visited PRJ at least once within last five years. The empirical results of this study were using Structural Equation Model (SEM) to test the data. The result of this study shows that emotional experiences in mega-events have positive influences in generating city brand attitude. However, the result also shows that the majority of respondents perceptions of ecological orientation do not have positive influence toward city brand attitude. Furthermore, the overall city brand attitude induced positive influence into respondents to have better quality of life in Jakarta through visiting PRJ. Key Words: Emotional Experiences in Mega-Events, Ecological Orientation, City Brand Attitude, Quality of Life xiv

15 ABSTRAK Penelitian ini bertujuan untuk menguji adanya pengaruh positif dari tiga komponen dari quality of life, yaitu emotional experiences in mega-events dan ecological orientation terhadap city brand attitude, serta pengaruh city brand attitude terhadap quality of life. Selanjutnya, penelitian ini bertujuan untuk mengetahui pengaruh dari quality of life yang diambil dari persepsi warga Jakarta. Penelitian ini adalah studi pengujian hipotesis, yang dilakukan di wilayah Jakarta, dengan brand kota Jakarta yang sudah dikenal - Pekan Raya Jakarta (PRJ). Penelitian ini menggunakan kuesioner dengan sampel 200 responden yang memiliki kartu identitas Jakarta dan yang telah mengunjungi PRJ setidaknya sekali dalam lima tahun terakhir. Hasil empiris dari penelitian ini menggunakan metode Structural Equation Model (SEM) untuk menguji data. Hasil penelitian ini menunjukkan bahwa emotional experiences in mega-events memiliki pengaruh positif terhadap city brand attitude. Meskipun demikian, hasil juga menunjukkan bahwa sebagian besar persepsi responden terhadap ecological orientation tidak memiliki pengaruh positif terhadap city brand attitude. Selanjutnya, city brand attitude memiliki pengaruh positif pada responden untuk memiliki quality of life yang lebih baik di Jakarta dengan mengunjungi PRJ. Kata Kunci: Emotional Experiences in Mega-Events, Ecological Orientation, City Brand Attitude, Quality of Life xv