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


Full Text:

PDF

References


Aaker, D. A. 1996. Measuring Brand Equity across products and markets. California

Management Review. Berkeley: Spring. Vol.38. Iss.3

Arikunto, S (2002). Prosedur Penelitian, Suatu Pendekatan Praktek. Jakarta: PT Rineka Cipta.

Atep Adya Barata. 2003. Dasar-dasar Pelayanan Prima. Jakarta. PT Gramedia Pustaka.

Badan Pusat Statistik Provinsi DKI Jakarta. 2012. Jakarta Dalam Angka (Jakarta in Figure).

Katalog BPS:1102001.31. ISSN:0215.2150. No Publikasi: 31000.1202. Jakarta : BPS Provinsi DKI Jakarta.

Baker, D.A, & Crompton, J.L.2000. Quality, Satisfaction and Behavioral Intentions. Annals of

Tourism Research, 27 3, 785-804

Baloglu, S., & McCleary, K.W. (1999). A model of destination image formation. Annuals of

Tourism Research,35,868-897. http://dx.doi.org/10.1016/S0160-7383(99)00030-4.

Beerli, A. & Martin, J. 2004. Factors influencing destination image. Annals of Tourism

Research. vol.31, no.3,pp.657-681.

Belch, George & Michael Belch. 2004. Advertising and Promotion: An Integrated Marketing

Communication Perspective. 6th Edition. Newyork: Mc. Graw-Hill.

Bilson Simamora. 2002. Aura Merek: 7 Langkah Membangun Merek Yang Kuat. Bandung: Jakarta: PT.Gramedia Pustaka Utama.

. 2003. Panduan Riset Perilaku Konsumen, Penerbit PT. Gramedia Pustaka

Utama, Jakarta.

Botha, C., Cromption, J., & Ki, S. (1999). Developing a revised competitive strategy for sun/lost city, South Africa. Journal of Travel Research, 37(2), 341-352.

C. Cooper, Fletcher, J., Fyall, A., Gilbert, D. and Wanhill, S. 2008. Tourism Principles and

Practice. 4th edition. Essex, Pearson Education Limited.

Court, B. & Lupton, R. 1997. Customer portfolio development: Modeling destination adopters, inactives and rejectors. Journal of Travel Research. vol.30, no.2, pp.35-43.

Davis, S. M. 2000. Brand Asset Management: driving profitable growth through your brand.

California : Jossey-Bass, Inc., Publishers.

Emir, Oktay and Kozak, Metin. Perceived importance of attributes on hotel guests' repeat visit

intentions.Tourism: An International Interdisciplinary Journal, Vol.59 No.2 August

Engel, J.F, Blackwell dan Miniard. 1994. Perilaku Konsumen. Edisi Keenam. Jilid II. Binaputra, Jakarta.

Ferrinadewi, Erna. 2008. Merek dan Psikologi Konsumen. Jakarta: Graha Ilmu.

Ghozali, Imam. 2005. Aplikasi Analisis Multivariate dengan program SPSS, Badan Penerbit

Universitas Diponegoro, Semarang.

Gibson, dkk, 1989. Organisasi Edisi Kelima. PT. Gelora Aksara Pratama, Jakarta.

Graeff, T.R. 1996. Using Promotional Messages to Manage The Effects of Brand and Self Image on Brands Evaluation. Journal of Consumer Marketing.

Handoko, Hani T., Dasar-dasar manajemen produksi dan operasi, Edisi I, Yogyakarta: BPFE UGM, 1984.

Haubl, G. 1996. A Cross-National Investigation of The Effect of Country of Origin and Brand

Name on The Evaluation of a New Car International Marketing.

Husein Umar. 1996. Petunjuk Lengkap Membuat Skripsi dan Tesis. Jakarta: Rajawali Pers.

Hyun Jeong Kim, Choong-Ki Lee, Myung-Ja Kim, and Kisang Ryu, "Restaurant Healthy Food

Quality, Perceived Value, and Revisit Intention: Testing a moderating role of green customers in South Korea" ( July 29, 2011). International CHRIE Conference-Refereed Track. Paper 5.

I Gde Pitana., & Putu G, Gayatri. (2005). Sosiologi Pariwisata. Angkasa. Jakarta.Yogyakarta :

CV Andi Offset.

Keller, K. L. 1993. Conceptualizing, Measuring, and Managing Consumer-Based Brand Equity,

Journal of Marketing, Vol.57, January, h. 1-22.

Khan, Imran; Ghauri, Tauqir Ahmad; Majeed, Salman. Impact Of Brand Related Attributes On

Purchase Intention Of Customers. A Study About The Customers Of Punjab, Pakistan. Interdisciplinary Journal of Contemporary Research in Business; Jul 2012, Vol. 4 Issue

, p.194.

Kim, See-Hyung. A Comparative Analysis of International Travelers’ Perception toward

Tourism Destination on Four Product Evaluation. 2011. Sookmyung Women's

University. pp. 261-281.

Koentjaraningrat. 1991. Metode Penelitian Masyarakat. Jakarta: Universitas Indonesia (UI- Press)

Kotler, Philip. 2001. Manajemen Pemasaran : Analisis, Perencanaan, Implementasi, dan

Kontrol. PT. Prenhalindo, Jakarta.

. 2002. Manajemen Pemasaran, edisi millennium, jilid 1. PT. Prenhalindo, Jakarta.

_. 2007. Manajemen Pemasaran, Analisis Perencanaan, Pengendalian, Prentice

Hall, Edisi Bahasa Indonesia, Jakarta: Salemba Empat.

Kotler, P. dan Keller, K. L. (2009). Manajemen Pemasaran. Edisi 12. Indeks, Jakarta. Lertputtarak, Sarunya. The Relationship between Destination Image, Food Image, and Revisiting

Pattaya, Thailand. International Journal of Business and Management. Vol. 7. No.5 (2012). DOI: 10.5539/ijbm.v7n5p111.

Marjo Neuvonen, Eija Pouta, Tuija Sievänen. Intention to Revisit a National Park and Its

Vicinity: Effect of Place Attachment and Quality Perceptions. International Journal of

Sociology 01/2010; 40(3):51-70. DOI:10.2307/20788554.

Mason, Robert, D, Teknik Statistika Untuk Bisnis dan Ekonomi, Edisi Kesembilan, Erlangga,

Jakarta, 2000

Middleton, Victor dan Jeckie R. Clarke. 2001. Marketing in Travel and Tourism. Third Edition.

Butterworth Heinemann. London.

Muhammad Ehsan Malik, Muhammad Mudasar Ghafoor, Hafiz Kashif Iqbal, Qasim Ali, Hira Hunbal, Muhammad Noman, Bilal Ahmad. Impact of Brand Image and Advertisement on Consumer Buying Behavior. World Applied Sciences Journal 23 (1): 117-122,

ISSN 1818-4952© IDOSI Publications, 2013. DOI:

5829/idosi.wasj.2013.23.01.824.

Nasir, Mohammad. 2003. Metodologi Penelitian. Cetakan Keempat, Penerbit Ghalia Indonesia.

Jakarta.

Norzalita Abd Aziz, Ahmad Azmi M. Ariffin, Nor Asiah Omar, Chin, Evin. Examining the

impact of visitors’ emotions and perceived quality towards satisfaction and revisit

intention to theme parks. Jurnal Pengurusan. Volume 35, 2012, Pages 97 to 109.

Peter, Paul. J and Olson, C. Jerry. 1999. Prilaku Konsumen dan Strategi Pemasaran. Cetakan

Keempat. Jilid-1. Erlangga, Jakarta.

Poerwanto, Geografi Pariwisata dalam Diktat Kuliah, Departemen Pendidikan dan Kebudayaan

RI, Universitas Jember.

Rangkuti, Freddy. (2004). The Power of Brand. PT. Gramedia Pustaka Utama, Jakarta. Richardson, J. And M. Fluker. 2004. Understanding and Managing Tourism. Sydney: Pearson

Hospitality Press.

Santoso, Singgih dan Fandy Tjiptono.2002. Riset Pemasaran: Konsep dan Aplikasi dengan

SPSS, Jakarta: PT. Elex Media Komputindo.

S. A. Surachman. (2008). Dasar-Dasar Manajemen Merek. Malang : Bayumedia Publishing.

Schiffman, Leon G. Kanuk, Leslie Lazar. 2010. Consumer Behaviour. 10th edition, New Jersey: Pearson Prentice Hall.

. 2008. Consumer Behaviour 7th Edition (Perilaku

Konsumen). Jakarta: PT. Indeks.

Sekaran, Uma. and Bougie, Roger. 2010. Research Methods for Business. Fifth Edition. United

Kingdom: John Wiley & Sons Ltd.

Setiadi, Nugroho J. 2003, Perilaku Konsumen. Kencana. Jakarta.

Singarimbun, Masri dan Effendi. 1995. Metode Penelitian Survai. Jakarta : Pustaka LP3ES.

Solomon, Michael R. (2007). Consumer Behavior – Buying, Having, and Being. 7th edition.

New Jersey: Pearson Prentice Hall.

Sorkin, Michael (1992); A Variation on Theme Park: The New American City and the End of

Public Space. New York: Hill

Sudrajat, S.W.M, 1988, Mengenal Ekonometrika Pemula, Penerbit CV. Armco, Bandung. Sugiyono. 2004. Metode Penelitian Bisnis. Bandung: Alfabeta.

. 2007. Statistika Untuk Penelitian. Bandung: Alfabeta.

. 2008. Metode Penelitian Bisnis. Cetakan keduabelas 2008. Penerbit Alfabeta,

Bandung.

. 2009. Metode Penelitian Kuantitatif dan Kualitatif. CV.Alfabeta:Bandung.

Suwantoro, G. 1997. Dasar-dasar Pariwisata. Penerbit Andi. Yogyakarta.

, G. 2004. Dasar-dasar Pariwisata. Penerbit Andi. Yogyakarta.

Swarbrooke, John dan Horner, Susan. 2007. Consumer Behaviour in Tourism, Second edition.

Elsevier Ltd.

Tian-Cole, S. T., Crompton, J. K., & Willson, V. L. (2002). An empirical investigation of the relationships between service quality, satisfaction and behavioral intentions among visitors to a wildlife refuge. Journal of Leisure Research, 34, 1–24.

Tjiptono. 2002. Strategi Pemasaran. Andi, Yogyakarta.

Umi Narimawati. 2008. Metodologi Penelitian Kualitatif dan Kuantitatif, Teori dan Aplikasi.

Bandung: Agung Media.

Walpole, Ronald E. 1993. Pengantar Statistika. Jakarta : PT Gramedia Pustaka Utama. Winardi. 2001. Motivasi dan Pemotivasian. Penerbit PT. Raja Grafindo Persada.Jakarta.

Wiwat Jankingthong, Pattanij Gonejanart. The Relationships of Factors Affecting Post-purchase

Behavioral Intentions in Tourism Sector. Journal of Social Sciences, Humanities, and

Arts. 2012. Vol. 12, No. 1.

Yaseen, Nazia; Tahira, Mariam; Gulzar, Amir; Anwar, Ayesha. Impact of Brand Awareness,

Perceived Quality and Customer Loyalty on Brand Profitability and Purchase Intention: A Resellers' View. Interdisciplinary Journal of Contemporary Research in Business;Dec2011, Vol. 3 Issue 8, p.833.

http://www.tourism.wa.gov.au/jumpstartguide/totb_5Asoftourism.html diakses 7 Januari 2014.

http://bantenprov.go.id diakses 7 Januari 2014. http://www.youtube.com/watch?v=Y1EOBwkf9b8, diakses 7 Januari 2014 http://www.disbudpar.bantenprov.go.id/Jumlah-Pergerakan-Kunjungan-Wisatawan-Ke-ODTW-

di-Provinsi-Banten.pdf diakses 26 Februari 2014.


Article Metrics

Abstract - 1237 PDF - 1224

Refbacks

  • There are currently no refbacks.