MODEL EKUITAS MEREK (BRAND EQUITY) DAYA TARIK WISATA TANAH LOT

ABSTRACT The purpose of this research is to: (1) measure the perception of tourists to the variables forming brand equity of Tanah Lot tourist attraction, and (2) developing brand equity model of Tanah Lot tourist attraction. This research uses descriptive method (first goal) and quantitative methods (SEM analysis) to answer the second goal. Respondents were selected by simple random sampling technique with the amount of 200 tourists. The results showed that the average score of all variables of Tanah Lot brand equity is 3.85 and the percentage of achievement scores is 77.03%, out of maximum score which falls in the category of high tourist perceptions of variables forming Tanah Lot brand equity. SEM analysis showed that there were seven constructs that have a significant relationship as forming Tanah Lot brand equity. Keywords: brand equity, tourist attraction, Tanah Lot