The Influence of Serambi Mekkah City and Halal Tourism on Visiting Decisions in Banda Aceh City

Abstract

City Branding is one of the urban marketing strategies that plays an important role in attracting tourists, especially in the context of developing halal tourism Banda Aceh City, known as the Veranda of Mecca (Serambi Mekkah), has great potential as a halal tourism destination aligned with Islamic values. This study aims to analyze the influence of Serambi Mekkah City Branding and Halal Tourism on tourists’ visiting decisions to Province Aceh. This research employs a quantitative approach using multiple linear regression analysis. Data were collected from 100 respondents 40 through direct questionnaire distribution and 60 through online surveys using purposive sampling techniques.The results show that City Branding has a positive and significant effect on visiting decisions. Halal Tourism also has a positive and significant effect on visiting decisions. Simultaneously, both variables significantly influence visiting decisions with a contribution of 50.2%, while the remaining percentage is influenced by other factors outside the scope of this research model.