PENGARUH PERSEPSI WISATAWAN PADA ATRIBUT PRODUK DAN BRAND IMAGE TERHADAP MOTIVASI BERKUNJUNG KEMBALI WISATAWAN KE THEME PARK CITRA RAYA WORLD OF WONDERS CIKUPA TANGERANG

Rella Dwi Respati, Larasati Arum Dani

Abstract


Theme park merupakan tempat rekeasi yang selalu berupaya untuk menciptakan pengalaman yang menyenangkan dan tidak terlupakan bagi pengunjungnya. World of Wonders merupakan satu-satunya theme park yang ada di Prov. Banten. Keberadaannya diharapkan dapat menarik sebagian besar wisatawan yang berkunjung ke Prov. Banten. Penelitian ini bertujuan menganalisis pengaruh persepsi wisatawan pada atribut produk dan brand image terhadap motivasi berkunjung kembali ke Theme Park Citra Raya World of Wonders Cikupa Tangerang. 112  kuesioner  yang  valid  dianalisis  dengan  menggunakan  metoda  kuantitatif  yaitu  dengan regresi linier berganda. Didapatkan hasil; Atribut produk berpengaruh signifikan terhadap Motivasi berkunjung kembali ke WOW; Brand image berpengaruh signifikan terhadap Motivasi berkunjung  kembali  ke  WOW  ;  Atribut  produk  dan  Brand  image  secara  bersama-sama (simultan) berpengaruh signifikan terhadap Motivasi berkunjung kembali ke WOW.

 

Theme park attempts to create enjoyable and unforgettable experiences for visitors. World of Wonders is the only theme park that’s located in The Province of Banten. Its presence is expected to attract most of the tourists visiting The Province of Banten. This study aimed to analyze the influence of traveler perceptions on the attributes of the product and the brand image on the revisit intention to Theme Park World of Wonders Citra Raya Tangerang Cikupa.

112 valid questionnaires were analyzed using quantitative methods, namely the multiple linear regression. Obtained results; product attributes significantly influence revisit intention to WOW; Brand image significantly influence the revisit intention to WOW; Brand image and product attributes together (simultaneously) significantly affects the revisit intention to WOW.

Keywords: Product Attributes, Brand Image, revisit Intention


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