Ananda, Daniel Kelvin and Aniesa Samira Bafadhal, S.AB., M.AB. (2023) Pengaruh Virtual Service Quality dan Virtual Experience terhadap E-Satisfaction (Survei Eksperimental pada Virtual Museum Nasional Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Museum Nasional Indonesia adalah museum pertama dan terbesar di Asia Tenggara. Museum tersebut memamerkan banyak koleksi benda-benda bersejarah dari seluruh Indonesia. Museum Nasional Indonesia sempat mengalami penurunan jumlah pengunjung saat pandemi COVID, maka dari itu mereka berinovasi dengan menggunakan teknologi virtual reality. Seiring dengan menurunnya pandemi, virtual reality digunakan sebagai alat promosi bagi Museum Nasional Indonesia. Virtual Museum Nasional Indonesia dapat digunakan oleh semua kalangan masyarakat dan dapat diakses kapan saja secara gratis, maka dari itu pentingnya pengalaman pengunjung virtual museum menjadi perhatian khusus. Tujuan dari penelitian ini adalah untuk menganalisis dan menjelaskan pengaruh virtual service quality dan virtual experience terhadap e-satisfaction pada pengunjung virtual Museum Nasional Indonesia secara parsial maupun simultan. Penelitian ini menggunakan metode eksperimen dengan pendekatan kuantitatif dan desain one-shot case study, di mana responden akan diminta terlebih dahulu menggunakan Virtual Museum Nasional Indonesia sebelum mengisi kuesioner penelitian. Link kuesioner penelitian https://forms.gle/DXpLwzqzvg7baAyr6 dibagikan melalui direct message media sosial Instagram kepada sampel yang memenuhi kriteria. Data statistik yang diperoleh kemudian dianalisis secara deskriptif dan inferensial menggunakan bantuan aplikasi SPSS 26 dan SmartPLS 3. Hasil penelitian yang dilakukan terhadap 50 responden menunjukkan adanya pengaruh signifikan secara parsial variabel virtual service quality terhadap e-satisfaction, pengaruh signifikan secara parsial variabel virtual experience dan atmosphere terhadap e-satisfaction, dan pengaruh signifikan secara simultan variabel virtual service quality dan virtual experience terhadap e-satisfaction. Sebagai saran atas hasil penelitian, Museum Nasional Indonesia dapat melakukan peningkatan kualitas layanan dan sekaligus meningkatkan pengalaman pengunjung khususnya untuk melengkapi fitur dari virtual museum.
English Abstract
The National Museum of Indonesia is the first and largest museum in Southeast Asia. The museum exhibits a large collection of historical objects from all over Indonesia. The National Museum of Indonesia experienced a decrease in the number of visitors during the COVID pandemic, therefore they innovated by using virtual reality technology. As the pandemic subsided, virtual reality was used as a promotional tool for the Indonesian National Museum. The Virtual Museum Nasional Indonesia can be used by all levels of society and can be accessed at any time for free, therefore the importance of the virtual museum visitor experience is of particular concern. The purpose of this study is to analyze and explain the influence of virtual service quality and virtual experience on e-satisfaction in virtual visitors to the Indonesian National Museum partially or simultaneously. This study used an experimental method with a quantitative approach and a one-shot case study design, in which respondents were first asked to use the Indonesian National Virtual Museum before filling out a research questionnaire. The research questionnaire link https://forms.gle/DXpLwzqzvg7baAyr6 was distributed via Instagram direct messages to samples that met the criteria. The statistical data obtained were then analyzed descriptively and inferentially using the SPSS 26 and SmartPLS 3. The results of a research conducted on 50 respondents showed that there was a partial significant effect of virtual service quality on e-satisfaction, a partially significant effect on e-satisfaction of virtual experience and atmosphere variables, and a simultaneous significant effect on e-satisfaction of virtual service quality and virtual experience variables. -satisfaction. As a suggestion for research results, the National Museum of Indonesia can improve service quality and at the same time enhance the visitor experience, especially to complement the features of the virtual museum.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030405 |
| Uncontrolled Keywords: | Virtual Service Quality, Virtual Experience, E-Satisfaction, Virtual Reality |
| Subjects: | 900 History, geography and auxiliary disciplines > 910 Geography and travel |
| Divisions: | Fakultas Ilmu Administrasi > Pariwisata |
| Depositing User: | Endang Susworini |
| Date Deposited: | 03 Jan 2024 03:51 |
| Last Modified: | 03 Jan 2024 03:51 |
| URI: | http://repository.ub.ac.id/id/eprint/205983 |
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