PENGARUH WORD OF MOUTH, FASILITAS, DAN MOTIVASI TERHADAP KEPUTUSAN BERKUNJUNG
(Studi Kasus pada Ocean Dream Samudra Ancol)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Amaliah, Ummuh
Subject
Manajemen Pemasaran
Datestamp
2021-12-13 03:17:24
Abstract :
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh word of mouth, fasilitas, dan motivasi terhadap keputusan berkunjung pada objek wisata Ocean Dream Samudra Ancol. Populasi penelitian ini adalah seluruh wisatawan yang berkunjung ke objek wisata Ocean Dream Samudra. Sampel penelitian sebanyak 97 responden. Strategi penelitian yang digunakan adalah strategi asosiatif yang bersifat kausal. Analisis data yang digunakan adalah analisis koefisien determinasi parsial, simultan dan uji hipotesis. Data yang digunakan dalam penelitian ini berupa data primer dan data sekunder. Teknik pengumpulan data menggunakan metoda kuesioner dan dokumentasi. Hasil penelitian membuktikan bahwa (1) secara parsial word of mouth berpengaruh signifikan terhadap keputusan berkunjung pada objek wisata Ocean Dream Samudra; (2) secara parsial fasilitas berpengaruh signifikan terhadap keputusan berkunjung pada objek wisata Ocean Dream Samudra; (3) secara parsial motivasi berpengaruh signifikan terhadap keputusan berkunjung pada objek wisata Ocean Dream Samudra; dan (4) secara simultan word of mouth, fasilitas, dan motivasi berpengaruh signifikan terhadap keputusan berkunjung pada objek wisata Ocean Dream Samudra. Kata Kunci : Word of Mouth, Fasilitas, Motivasi, Keputusan Berkunjung ABSTRACT This study aims to determine the effect of word of mouth, facilities, and motivation on the decision to visit the Ocean Dream Samudra Ancol attraction. The study population was all tourists visiting the Ocean Dream Samudra attraction. The research sample of 97 respondents. The research strategy used is an associative strategy which is causal. Analysis of the data used is the analysis of the coefficient of partial determination, simultaneous and hypothesis testing. The data used in this study are primary data and secondary data. Data collection techniques using questionnaire and documentation methods. The results of the study prove that (1) partially word of mouth has a significant effect on the decision to visit the Ocean Dream Samudra tourist attraction; (2) partially the facility has a significant effect on the decision to visit the Ocean Dream Samudra attraction; (3) partially motivation has a significant effect on the decision to visit the Ocean Dream Samudra attraction; and (4) simultaneous word of mouth, facilities, and motivation significantly influence the decision to visit the Ocean Dream Samudra attraction. Keywords: Word of Mouth, Facilities, Motivation, Visiting Decision
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh word of mouth, fasilitas, dan motivasi terhadap keputusan berkunjung pada objek wisata Ocean Dream Samudra Ancol. Populasi penelitian ini adalah seluruh wisatawan yang berkunjung ke objek wisata Ocean Dream Samudra. Sampel penelitian sebanyak 97 responden. Strategi penelitian yang digunakan adalah strategi asosiatif yang bersifat kausal. Analisis data yang digunakan adalah analisis koefisien determinasi parsial, simultan dan uji hipotesis. Data yang digunakan dalam penelitian ini berupa data primer dan data sekunder. Teknik pengumpulan data menggunakan metoda kuesioner dan dokumentasi. Hasil penelitian membuktikan bahwa (1) secara parsial word of mouth berpengaruh signifikan terhadap keputusan berkunjung pada objek wisata Ocean Dream Samudra; (2) secara parsial fasilitas berpengaruh signifikan terhadap keputusan berkunjung pada objek wisata Ocean Dream Samudra; (3) secara parsial motivasi berpengaruh signifikan terhadap keputusan berkunjung pada objek wisata Ocean Dream Samudra; dan (4) secara simultan word of mouth, fasilitas, dan motivasi berpengaruh signifikan terhadap keputusan berkunjung pada objek wisata Ocean Dream Samudra. Kata Kunci : Word of Mouth, Fasilitas, Motivasi, Keputusan Berkunjung ABSTRACT This study aims to determine the effect of word of mouth, facilities, and motivation on the decision to visit the Ocean Dream Samudra Ancol attraction. The study population was all tourists visiting the Ocean Dream Samudra attraction. The research sample of 97 respondents. The research strategy used is an associative strategy which is causal. Analysis of the data used is the analysis of the coefficient of partial determination, simultaneous and hypothesis testing. The data used in this study are primary data and secondary data. Data collection techniques using questionnaire and documentation methods. The results of the study prove that (1) partially word of mouth has a significant effect on the decision to visit the Ocean Dream Samudra tourist attraction; (2) partially the facility has a significant effect on the decision to visit the Ocean Dream Samudra attraction; (3) partially motivation has a significant effect on the decision to visit the Ocean Dream Samudra attraction; and (4) simultaneous word of mouth, facilities, and motivation significantly influence the decision to visit the Ocean Dream Samudra attraction. Keywords: Word of Mouth, Facilities, Motivation, Visiting Decision
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