Empirical Study of Temple Visitors in Indonesia: Mediation Role of Brand Engagement on the Relationship between Destination Brand Self-Congruence and Behavioral Intention

Abstract

The purpose of this study is to prove the Mediation Role of Brand Engagement in the Relationship between Destination Brand Self-Congruence and the Behavioral Intention to Visitors of Kwan Sing Bio Temple in Tuban Regency, Indonesia. This study uses an explanatory research approach using path analysis. The type of data used is qualitative which is quantified, with the source of data obtained from distributing questionnaires. The sampling method used purposive sampling. The sample used as many as 90 visitors to the temple. The results of this study indicate that destination brand self-congruence affects brand engagement. Destination brand self-congruence affects the intention to recommend. Brand engagement affects the intention to recommend. The Sobel Test (Sobel Test) proves that the role of brand engagement can mediate the effect of destination brand self-congruence on the intention to recommend to visitors to the Kwan Sing Bio Temple in Tuban Regency, Indonesia.