PENGARUH DESTINATION BRANDING “FRIENDLY LOMBOK” TERHADAP MINAT BERKUNJUNG KE PULAU LOMBOK, NUSA TENGGARA BARAT

This study aims to determine the effect of destination branding on visiting interests. The research sample is a number of 100 respondents who have visited Lombok Island taken by probability sampling techniques. Primary data obtained by survey method using a questionnaire. Data were analyzed with descriptive analysis, correlation, and simple regression. Before the data are analyzed, the validity and reliability tests are performed first. The results of correlation analysis show that there is a strong influence of destination branding Friendly Lombok on visiting interests. The results of the regression analysis and hypothesis testing indicate that there is a positive and significant influence of Friendly Lombok destination branding on visiting interests. Keyword: destination branding, friendly Lombok, visiting interes