Haq, Atina Sabila (2019) Pengaruh Atmospheric Experiences Terhadap Loyalitas Pengunjung Jawa Timur Park 3 Batu. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh atmospheric experiences terhadap loyalitas konsumen di Jawa Timur Park 3 Batu. Penelitian ini adalah explanatory research, yaitu menjelaskan hubungan sebab akibat antar variabel melalui pengujian hipotesis. Responden penelitian ini adalah 177 responden yang pernah mengunjungi tempat wisata Jawa Timur Park 3 Batu, yang ditentukan dengan dengan teknik non-probability sampling. Metode pengumpulan data dalam penelitian ini menggunakan kuesioner yang diukur dengan skala Likert. Uji instrument penelitian ini dilakukan menggunakan uji outlier, uji validitas, dan reliabilitas. Pengujian hipotesis pada penelitian ini menggunakan probabilitas dan standardized coeficients. Analisis data dilakukan menggunakan Structural Equation Modeling dengan Analysis of Moment Structure (AMOS). Hasil penelitian ini menunjukkan atmospheric experiences yang memiliki indikator ambience, interaction, dan design, memperlihatkan bahwa indikator ambience dan interaction memiliki pengaruh langsung terhadap loyalitas konsumen, sedangkan design tidak memiliki pengaruh langsung terhadap loyalitas pengunjung.
English Abstract
This research aims to analyze the effect of atmospheric experiences toward consumer loyalty in Jawa Timur Park 3 Batu. This research is explanatory research, which explains the causal relationship between variables through a hypothesis test. The respondent of this research is 177 respondents who have visited Jawa Timur Park 3 Batu tourism location, determined by the Nonprobability Sampling technique. The data collection method in this research is using questionnaire measured by Likert scale. The instrument test in this research is done using outlier test, validity test, and reliability test. The hypothesis test in this research is using probability and standardized coefficients. The data analysis is done using Structural Equation Modeling with Analysis of Moment Structure (AMOS). The result of this research shows that atmospheric experiences that have the indicator of ambiance, interaction, and design, shows that ambiance and interaction have a direct effect toward consumer loyalty, while the design does not have a direct effect on visitors loyalty.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/180/051903659 |
| Uncontrolled Keywords: | Atmospheric experiences, ambience, interaction, design, loyalitas pengunjung, Atmospheric experiences, ambiance, interaction, design, visitors loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 25 Jul 2020 00:56 |
| Last Modified: | 21 Oct 2021 07:50 |
| URI: | http://repository.ub.ac.id/id/eprint/170054 |
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