Farahdilla, Hana Azaria and Ir. Amanda Nur Cahyawati,, ST., MT. (2023) Pengaruh Experiential Marketing dan Electronic Word of Mouth terhadap Keputusan Berkunjung dan Kepuasan Pengunjung menggunakan Metode SEM-PLS (Studi Kasus pada Studio Matahati Ceramics). Sarjana thesis, Universitas Brawijaya.
Abstract
Masyarakat terutama yang tinggal di daerah perkotaan memiliki aktivitas yang semakin hari semakin padat, akibatnya masyarakat membutuhkan kegiatan wisata. Untuk mengetahui perilaku masyarakat terhadap kegiatan wisata dilakukan penyebaran kuesioner pra survei kepada 30 responden umum dan didapatkan bahwa motivasi terbesar melakukan kegiatan wisata adalah faktor escape, serta masyarakat membutuhkan kegiatan wisata dengan suasana santai dengan berkegiatan ringan bersama dengan orang terdekat. Salah satu wisata yang dapat memenuhi keinginan masyarakat tersebut adalah wisata edukasi keramik. Penyebaran kuesioner pra survei kembali dilakukan kepada 30 responden yang pernah melakukan wisata berbasis keramik dan diketahui bahwa faktor terbesar yang mendorong konsumen melakukan wisata berbasis keramik adalah keinginan untuk escape. Selain itu, alasan terbesar yang mendasari konsumen dalam pemilihan tempat wisata berbasis keramik adalah akibat kualitas pengalaman yang didapatkan. Kemudian dapat diketahui juga bahwa media informasi yang paling banyak digunakan untuk mendapatkan informasi mengenai wisata berbasis keramik adalah media sosial. Salah satu tempat wisata berbasis keramik adalah Studio Matahati Ceramics. Meskipun jumlah pengunjung cenderung meningkat, studio memiliki target pengunjung yang lebih tinggi dibandingkan jumlah pengunjung aktual setiap bulannya. Inilah sebabnya penelitian ini penting karena Studio Matahati Ceramics perlu mengetahui pengaruh experiential marketing dan electronic word of mouth terhadap keputusan berkunjung dan kepuasan pengunjung. Untuk menganalisis hubungan antar faktor dalam penelitian ini digunakan Structural Equation Modeling dengan Partial Least Square (SEM-PLS). Berdasarkan hasil penelitian dapat diketahui bahwa Variabel Experiential Marketing (X1) berpengaruh positif dan signifikan terhadap variabel Keputusan Berkunjung (Y1). Variabel Electronic Word of Mouth (X2) berpengaruh signifikan terhadap variabel Keputusan Berkunjung (Y1). Variabel Experiential Marketing (X1) tidak berpengaruh signifikan terhadap variabel Kepuasan Pengunjung (Y2). Variabel Electronic Word of Mouth (X2) berpengaruh signifikan terhadap variabel Kepuasan Pengunjung (Y2). Variabel Keputusan Berkunjung (Y1) berpengaruh signifikan terhadap Kepuasan variabel Pengunjung (Y2). Variabel Experiential Marketing (X1) secara tidak langsung, signifikan mempengaruhi variabel Kepuasan Pengunjung (Y2) melalui variabel Keputusan Berkunjung (Y1). Variabel Electronic Word of Mouth (X2) secara tidak langsung, tidak signifikan mempengaruhi variabel Kepuasan Pengunjung (Y2) melalui variabel Keputusan Berkunjung (Y1). Analisis rekomendasi dilakukan dengan memperhatikan nilai item pernyataan yang paling lemah yaitu dengan menambahkan informasi pada highlight Instagram, memberikan penawaran spesial pada hari besar, menambahkan variasi layanan, serta mengadakan kompetisi video
English Abstract
Communities, especially those living in urban areas, have activities that are getting busier day by day; as a result, people need tourism activities. To find out people's behavior towards tourism activities, a pre-survey questionnaire was distributed to 30 general respondents, and it was found that the biggest motivation for carrying out tourism activities was the escape factor, and the community needed tourism activities in a relaxed atmosphere with light activities together with those closest to them. One of the tours that can fulfill the wishes of the community is a ceramics-based tour. The distribution of pre-survey questionnaires was again carried out to 30 respondents who had done ceramic-based tourism, and it was found that the biggest factor that drives consumers to do ceramic-based tourism is the desire to escape. In addition, the biggest reason consumers choose ceramic�based tourist attractions is due to the quality of the experience they get. Then it can also be seen that the most widely used information medium to obtain information about ceramic�based tourism is social media. One of the ceramic-based tourist spots is Studio Matahati Ceramics. Although the number of visitors tends to increase, the studio has a target audience that is higher than the actual number of visitors each month. This is the reason why this research is important: Studio Matahati Ceramics needs to study the effect of experiential marketing and electronic word of mouth on visitor decisions and visitor satisfaction. To analyze the relationship between factors in this study, we used structural equation modeling with partial least squares (SEM-PLS). Based on the research results, it can be seen that the experiential marketing variable (X1) has a significant effect on the visit decision variable (Y1). The Electronic Word of Mouth variable (X2) has a significant effect on the Visit Decision variable (Y1). The experiential marketing variable (X1) has a insignificant effect on the visitor satisfaction variable (Y2). The Electronic Word of Mouth variable (X2) has a significant effect on the Visitor Satisfaction variable (Y2). The Visit Decision Variable (Y1) has a significant effect on the Visitor Satisfaction Variable (Y2). The experiential marketing variable (X1) indirectly and significantly influences the visitor satisfaction variable (Y2) through the visit decision variable (Y1). The Electronic Word of Mouth variable (X2) indirectly does not significantly affect the Visitor Satisfaction variable (Y2) through the Visit Decision variable (Y1). Recommendation analysis is carried out by taking into account the value of the weakest item, namely by adding information to Instagram highlights, providing special offers on holidays, adding a variety of services, and holding videos competition.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052307 |
| Uncontrolled Keywords: | Electronic Word of Mouth, Experiential Marketing, Keputusan Berkunjung, Kepuasan Pengunjung, SEM-PLS, Wisata Edukasi Keramik.- Ceramic Educational Tourism, Electronic Word of Mouth, Experiential Marketing, SEM-PLS, Visit Decision, Visitor Satisfaction. |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | Unnamed user with username pratiwi |
| Date Deposited: | 11 Jan 2024 01:45 |
| Last Modified: | 11 Jan 2024 01:45 |
| URI: | http://repository.ub.ac.id/id/eprint/207493 |
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