PENGARUH EXPERIENTIAL MARKETING DAN KUALITAS PELAYANAN TERHADAP BEHAVIORAL INTENTIONS WISATAWAN EKOWISATA STUDI KASUS: KEBUN RAYA BOGOR

Authors

  • Hanum Puspa Dhiani Universitas Pamulang

DOI:

https://doi.org/10.32493/jpkpk.v1i4.1550

Abstract

ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing terhadap kualitas pelayanan dan behavioral intentions; pengaruh kualitas pelayanan terhadap behavioral intentions; persepsi kelompok wisatawan berdasarkan kualitas pelayanan terhadap experiential marketing dan behavioral intentions; dan persepsi wisatawan dengan ragam variabel demografi terhadap experiential marketing, kualitas pelayanan, dan behavioral intentions di Kebun Raya Bogor. Data penelitian kemudian diolah menggunakan metode statistik, yaitu Structural Equation Modeling (SEM) dengan perangkat lunak LISREL 8.7 serta faktor analisis, analisis kelompok, analisis uji t, dan One-Way ANOVA menggunakan perangkat lunak SPSS 17. Hasil penelitian menunjukkan bahwa experiential marketing berpengaruh signifikan terhadap kualitas pelayanan (8.29) dan behavioral intentions (6.67), namun kualitas pelayanan tidak berpengaruh signifikan terhadap behavioral intentions (1.52). Hal tersebut menunjukkan bahwa experiential marketing memiliki efek langsung terhadap behavioral intentions tanpa melalui kualitas pelayanan. Selain itu, persepsi kelompok berdasarkan kualitas pelayanan berbeda signifikan terhadap experiential marketing dan behavioral intentions, serta persepsi wisatawan dengan ragam variabel demografi, seperti usia, pendidikan, dan domisili, berbeda secara signifikan terhadap experiential marketing, kualitas pelayanan, dan behavioral intentions.

 

Kata kunci: Behavioral intentions; Ekowisata; Experiential marketing; Kebun Raya Bogor; Kualitas pelayanan

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Published

2020-01-27

Issue

Vol. 1 No. 4 (2018): Jurnal Pemasaran Kompetitif

Section

Articles

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Open Access

Jurnal Pemasaran Kompetitif  is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.

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