https://journal.pbnsurabaya.co.id/index.php/jupm <p>Publication of a Multidisciplinary Research Article</p> <p>Prefix DOI: 10.58705</p> Jurnal Penelitian Multidisiplin en-US Jurnal Penelitian Multidisiplin 2964-0466 https://journal.pbnsurabaya.co.id/index.php/jupm/article/view/361 <p>This study examines the influence of factors affecting the brand image of Bukik Baka Park tourist destination in Kanagarian Kamang Hilia, Agam Regency. This research uses a descriptive method with a quantitative approach and uses SEM-PLS to analyze data collected through questionnaires. The results showed that of the six independent variables tested,&nbsp; namely &nbsp;<em>professionalism</em>,&nbsp; <em>reliability</em>,&nbsp;<em>attitudes</em>,&nbsp;<em>accessibility</em>,&nbsp;<em>service recovery</em>, and&nbsp;<em>servicescape</em>, there were two variables that had a significant influence on the brand image of Bukik Baka Park tourist destination, namely&nbsp;<em>attitudes</em>&nbsp;and&nbsp;<em>servicescape</em>.</p> <p>These findings indicate that tourist attitudes towards the tourist destination and the quality of the physical environment of the tourist destination have a strong influence on brand image. This study recommends that the managers of Bukik Baka Park tourist destination focus on efforts to improve positive tourist attitudes and improve the quality of&nbsp;<em>servicescape</em>&nbsp;to enhance brand image and attract more tourists.</p> silvy Eddi Novra Copyright (c) 2025 Jurnal Penelitian Multidisiplin https://creativecommons.org/licenses/by/4.0 2025-02-26 2025-02-26 4 1 1 5