e-ISSN 2231-8542
ISSN 1511-3701

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The Influence of Marketing Mix Dimension on the Destination Image Dimension: A Case Study of Lake Toba, North Sumatera, Indonesia

Tengku Teviana, Arlina Nurbaity Lubis and Zulkarnain Siregar

Pertanika Journal of Tropical Agricultural Science, Volume 26, Issue 4, December 2018

Keywords: Affective image, cognitive image, place, price, product, promotion

Published on: 24 Dec 2018

This research is to test the influence of the marketing mix dimension, which consists of product, price, promotion, and place,on destination image dimension, which consists of cognitive image and affective image. The data collecting used questionnaire with 282 respondents with accidental sampling technique.The result of the test showed that product, promotion, and place directly related to cognitive image. In addition,affective imageis also directly influenced by product, price andcognitive image. The result of the research also showed that promotion and location did not directly relate to affective Image. In addition, the price did not directly relate to Cognitive Image. The result of this research also showed that the marketing mix dimension related indirectly to Affective Image by the variable of cognitive image. Among all dimensions of marketing mix, it is product, promotion, and place that relate to cognitive image. While product and price relate to affective image indirectly.

ISSN 1511-3701

e-ISSN 2231-8542

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