PENGARUH PROMOSI DAN DAYA TARIK WISATA TERHADAP KEPUASAN PENGUNJUNG MELALUI KEPUTUSAN BERKUNJUNG SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Objek Wisata Pasar slumpring)

Maharsi, Riska Triana (2023) PENGARUH PROMOSI DAN DAYA TARIK WISATA TERHADAP KEPUASAN PENGUNJUNG MELALUI KEPUTUSAN BERKUNJUNG SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Objek Wisata Pasar slumpring). Other thesis, STIE Bank BPD Jateng.

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Abstract

This study aims to determine the effect of promotion and tourist attraction on visitor satisfaction through slumpring market visitor decisions. The population of this study were all visitors to the slumpring market and the sampling technique using accidental sampling was 126 respondents. The data collection method uses a questionnaire with data analysis used is regression analysis and path analysis. The results of the study prove that promotion has a positive but not significant effect on visitor satisfaction, attractiveness has a positive but not significant effect on visitor satisfaction, visiting decisions have a positive and significant effect on visitor satisfaction, promotion has a negative effect and and does not have a significant effect on visiting decisions, power attraction has a positive and significant effect on the decision to visit. Furthermore, research also proves that the decision to visit is able to mediate the relationship between promotion and tourist attraction with the satisfaction of slumpring market visitors. The higher the level of promotion and tourist attraction, it can influence the decision to visit which will have an impact on visitor satisfaction. Keywords: Promotion, Tourist Attraction, Visit Decision, Visitor Satisfaction

Item Type: Thesis (Other)
Additional Information: Penelitian ini bertujuan untuk mengetahui pengaruh promosi dan daya tarik wisata terhadap kepuasan pengunjung melalui keputusan pengunjung pasar slumpring. Populasi penelitian ini seluruh pengunjung pasar slumpring dan teknik pengambilan sampel mnggunakan accidental sampling berjumlah 126 responden. Metode pengumpulan data menggunakan kuesioner dengan analisis data yang digunakan adalah analisis regresi dan analisis path (Jalur). Hasil penelitian membuktikan bahwa promosi berpengaruh positif tetapi tidak berpengaruh signifikan terhadap kepuasan pengunjung, daya tarik berpengaruh positif tetapi tidak berpengaruh signifikan terhadap kepuasan pengunjung, keputusan berkunjung berpengaruh positif dan signifikan terhadap kepuasan pengunjung, promosi berpengaruh negatif dan dan tidak berpengaruh signifikan terhadap keputusan berkunjung, daya tarik berpengaruh positif dan signifikan terhadap keputusan berkunjung. Selanjutnya penelitian juga membuktikan keputusan berkunjung mampu memediasi hubungan antara promosi dan daya tarik wisata dengan kepuasan pengunjung pasar slumpring. Semakin tinggi tingkat promosi dan daya tarik wisata maka dapat mempengaruhi keputusan berkunjung yang akan berdampak pada kepuasan pengunjung. Kata Kunci: Promosi, Daya Tarik Wisata, Keputusan Berkunjung, Kepuasan Pengunjung
Uncontrolled Keywords: Maharsi211
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Wisudawan S2
Date Deposited: 04 Sep 2023 05:16
Last Modified: 04 Sep 2023 05:16
URI: http://eprints.stiebankbpdjateng.ac.id/id/eprint/1398

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