PENGARUH ATRIBUT PRODUK WISATA DAN EXPERIENTIAL MARKETING TERHADAP KEPUASAN WISATAWAN DI TAMAN LALU LINTAS ADE IRMA SURYANI NASUTION BANDUNG
DAFTAR ISI
Hal
ABSTRAK .............................................................................................................. i
ABSTRACT ........................................................................................................... ii
KATA PENGANTAR .......................................................................................... iii
UCAPAN TERIMA KASIH ............................................................................... iv
DAFTAR ISI ........................................................................................................ vii
DAFTAR TABEL ............................................................................................... xii
DAFTAR GAMBAR .......................................................................................... xiv
DAFTAR LAMPIRAN ........................................................................................xv
BAB I PENDAHULUAN
1.1 Latar Belakang Penelitian ............................................................................1
1.2 Identifikasi Masalah ...................................................................................13
1.3 Maksud dan Tujuan Penelitian ...................................................................14
1.4 Manfaat Penelitian .....................................................................................15
1.5 Lokasi dan Waktu Penelitian .....................................................................15
BAB II TINJAUAN PUSTAKA
2.1 Pemasaran ..................................................................................................16
2.1.1
Definisi Pemasaran.........................................................................16
2.1.2
Manajemen Pemasaran...................................................................17
2.1.3
Bauran Pemasaran ..........................................................................19
vii
2.2 Produk (Product)........................................................................................21
2.2.1
Klasifikasi Produk .........................................................................23
2.2.2
Atribut Produk................................................................................25
2.2.3
Produk Wisata ................................................................................27
2.2.3.1 Ciri – Ciri Produk Wisata...................................................29
2.2.3.2 Atribut Produk Wisata........................................................30
2.2.3.3 Dimensi Atribut Produk Wisata .........................................33
2.3 Experiential Marketing ..............................................................................34
2.3.1
Dimensi Experiential Marketing ....................................................36
2.3.2
Tipe – tipe Experiential Marketing ................................................38
2.3.3
Karakteristik dan Manfaat Experiential Marketing .......................39
2.4 Kepuasan Wisatawan .................................................................................41
2.5
2.4.1
Indikator Kepuasan Wisatawan......................................................42
2.4.2
Manfaat Kepuasan Wisatawan .......................................................43
2.4.3
Pengukuran Kepuasan Wisatawan .................................................43
2.4.4
Metode Pengukuran Kepuasan Wisatawan ....................................45
2.4.5
Strategi Kepuasan Wisatawan ........................................................46
Hubungan Antar Variabel ................................................................................ 48
2.5.1
Pengaruh Antara Atribut Produk Wisata Terhadap
Kepuasan Wisatawan ........................................................................... 48
2.5.2
Pengaruh Antara Experiential Marketing Terhadap Kepuasan
Wisatawan ............................................................................................. 49
2.6 Kerangka Pemikiran ....................................................................................... 50
2.7 Hipotesis Penelitian ........................................................................................ 53
viii
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian .........................................................................................54
3.2 Gambaran Umum Perusahaan ....................................................................54
3.2.1
Visi dan Misi Perusahaan ...............................................................56
3.2.2
Struktur Organisasi Perusahaan .....................................................57
3.2.3
Produk dan Jasa yang Ditawarkan .................................................57
3.3 Metode Penelitian.......................................................................................60
3.4 Populasi dan Teknik Sampling...................................................................61
3.4.1
Populasi ..........................................................................................61
3.4.2
Sampel ............................................................................................62
3.4.3
Teknik Sampling ............................................................................62
3.5 Jenis dan Sumber Data ...............................................................................65
3.6 Teknik Pengumpulan Data .........................................................................66
3.7 Operasionalisasi Data .................................................................................67
3.8 Skala Pengukuran Data ..............................................................................73
3.9 Analisis Data ..............................................................................................74
3.10 Metode Analisis Data .................................................................................75
3.10.1 Uji Validitas ..................................................................................75
3.10.2 Uji Reliabilitas ...............................................................................76
3.10.3 Uji Asumsi Klasik ..........................................................................77
3.10.3.1 Uji Normalitas ..................................................................77
3.10.3.2 Uji Multikolinearitas ........................................................78
3.10.3.3 Uji Heteroskedastisitas .....................................................78
3.11 Teknik Analisis Data ..................................................................................79
3.11.1 Analisis Deskripsi ..........................................................................79
ix
3.11.2 Analisis Regresi Berganda .............................................................80
3.11.3 Regresi Linier Sederhana ...............................................................80
3.12 Pengujian Hipotesis ....................................................................................81
3.12.1 Uji Hipotesis Secara Parsial (uji t) .................................................81
3.12.2 Uji Hipotesis Secara Simultan (uji f) .............................................82
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.
Hasil Penelitian ..........................................................................................83
4.a Karakteristik Responden ......................................................................83
4.b Uji Validitas dan Reliabilitas Instrumen ..............................................87
4.1 Tanggapan Responden Mengenai Atribut Produk Wisata, Experiantial
Marketing, Kepuasan Wisatawan ..............................................................91
4.1.1
Tanggapan Responden Mengenai Atribut Produk Wisata (Daya
Tarik Wisata, Fasilitas Wisata, Aksesbilitas) ................................91
4.1.1.1 Rekapitulasi Tanggapan Responden Mengenai Atribut
Produk Wisata ....................................................................95
4.1.2
Tanggapan Responden Mengenai Experiential Marketing
(Panca Indera, Perasaan, Pikiran, Aksi, Hubungan) ......................95
4.1.1.1 Rekapitulasi Tanggapan Responden Mengenai
Experiential Marketing ......................................................99
4.1.3
Tanggapan Responden Mengenai Kepuasan Wisatawan (Kinerja
dan Harapan) ................................................................................100
4.2 Pengaruh Atribut Produk Wisata dan Experiential Marketing Terhadap
Kepuasan Wisatawan di Taman Lalu Lintas Ade Irma Suryani Nasution
Bandung ...................................................................................................102
4.2.1
Uji Asumsi Klasik ........................................................................102
x
4.2.1.1 Uji Normalitas ..................................................................102
4.2.1.2 Uji Multikolinieritas .........................................................103
4.2.1.3 Uji Heteroskedastisitas .....................................................104
4.3 Persamaan Regresi Linier Berganda ........................................................105
4.3.1
Pengujian Hipotesis Simultan (uji f) ............................................107
4.4 Persamaan Regresi Linier Sederhana .......................................................108
4.4.1
Atribut Produk Wisata (X1) terhadap Kepuasan Wisatawan ......109
4.4.1.1 Pengujian Hipotesis Parsial X1 ............................110
4.4.2
Experiential Marketing (X2) terhadap Kepuasan
Wisatawan (Y) .............................................................................112
4.4.2.1 Pengujian Hipotesis Parsial X2 ............................113
BAB V KESIMPULAN DAN SARAN
5.1 Kesimpulan .................................................................................................115
5.2 Saran ...........................................................................................................116
DAFTAR PUSTAKA .........................................................................................118
LAMPIRAN
xi
Hal
ABSTRAK .............................................................................................................. i
ABSTRACT ........................................................................................................... ii
KATA PENGANTAR .......................................................................................... iii
UCAPAN TERIMA KASIH ............................................................................... iv
DAFTAR ISI ........................................................................................................ vii
DAFTAR TABEL ............................................................................................... xii
DAFTAR GAMBAR .......................................................................................... xiv
DAFTAR LAMPIRAN ........................................................................................xv
BAB I PENDAHULUAN
1.1 Latar Belakang Penelitian ............................................................................1
1.2 Identifikasi Masalah ...................................................................................13
1.3 Maksud dan Tujuan Penelitian ...................................................................14
1.4 Manfaat Penelitian .....................................................................................15
1.5 Lokasi dan Waktu Penelitian .....................................................................15
BAB II TINJAUAN PUSTAKA
2.1 Pemasaran ..................................................................................................16
2.1.1
Definisi Pemasaran.........................................................................16
2.1.2
Manajemen Pemasaran...................................................................17
2.1.3
Bauran Pemasaran ..........................................................................19
vii
2.2 Produk (Product)........................................................................................21
2.2.1
Klasifikasi Produk .........................................................................23
2.2.2
Atribut Produk................................................................................25
2.2.3
Produk Wisata ................................................................................27
2.2.3.1 Ciri – Ciri Produk Wisata...................................................29
2.2.3.2 Atribut Produk Wisata........................................................30
2.2.3.3 Dimensi Atribut Produk Wisata .........................................33
2.3 Experiential Marketing ..............................................................................34
2.3.1
Dimensi Experiential Marketing ....................................................36
2.3.2
Tipe – tipe Experiential Marketing ................................................38
2.3.3
Karakteristik dan Manfaat Experiential Marketing .......................39
2.4 Kepuasan Wisatawan .................................................................................41
2.5
2.4.1
Indikator Kepuasan Wisatawan......................................................42
2.4.2
Manfaat Kepuasan Wisatawan .......................................................43
2.4.3
Pengukuran Kepuasan Wisatawan .................................................43
2.4.4
Metode Pengukuran Kepuasan Wisatawan ....................................45
2.4.5
Strategi Kepuasan Wisatawan ........................................................46
Hubungan Antar Variabel ................................................................................ 48
2.5.1
Pengaruh Antara Atribut Produk Wisata Terhadap
Kepuasan Wisatawan ........................................................................... 48
2.5.2
Pengaruh Antara Experiential Marketing Terhadap Kepuasan
Wisatawan ............................................................................................. 49
2.6 Kerangka Pemikiran ....................................................................................... 50
2.7 Hipotesis Penelitian ........................................................................................ 53
viii
BAB III OBJEK DAN METODE PENELITIAN
3.1 Objek Penelitian .........................................................................................54
3.2 Gambaran Umum Perusahaan ....................................................................54
3.2.1
Visi dan Misi Perusahaan ...............................................................56
3.2.2
Struktur Organisasi Perusahaan .....................................................57
3.2.3
Produk dan Jasa yang Ditawarkan .................................................57
3.3 Metode Penelitian.......................................................................................60
3.4 Populasi dan Teknik Sampling...................................................................61
3.4.1
Populasi ..........................................................................................61
3.4.2
Sampel ............................................................................................62
3.4.3
Teknik Sampling ............................................................................62
3.5 Jenis dan Sumber Data ...............................................................................65
3.6 Teknik Pengumpulan Data .........................................................................66
3.7 Operasionalisasi Data .................................................................................67
3.8 Skala Pengukuran Data ..............................................................................73
3.9 Analisis Data ..............................................................................................74
3.10 Metode Analisis Data .................................................................................75
3.10.1 Uji Validitas ..................................................................................75
3.10.2 Uji Reliabilitas ...............................................................................76
3.10.3 Uji Asumsi Klasik ..........................................................................77
3.10.3.1 Uji Normalitas ..................................................................77
3.10.3.2 Uji Multikolinearitas ........................................................78
3.10.3.3 Uji Heteroskedastisitas .....................................................78
3.11 Teknik Analisis Data ..................................................................................79
3.11.1 Analisis Deskripsi ..........................................................................79
ix
3.11.2 Analisis Regresi Berganda .............................................................80
3.11.3 Regresi Linier Sederhana ...............................................................80
3.12 Pengujian Hipotesis ....................................................................................81
3.12.1 Uji Hipotesis Secara Parsial (uji t) .................................................81
3.12.2 Uji Hipotesis Secara Simultan (uji f) .............................................82
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.
Hasil Penelitian ..........................................................................................83
4.a Karakteristik Responden ......................................................................83
4.b Uji Validitas dan Reliabilitas Instrumen ..............................................87
4.1 Tanggapan Responden Mengenai Atribut Produk Wisata, Experiantial
Marketing, Kepuasan Wisatawan ..............................................................91
4.1.1
Tanggapan Responden Mengenai Atribut Produk Wisata (Daya
Tarik Wisata, Fasilitas Wisata, Aksesbilitas) ................................91
4.1.1.1 Rekapitulasi Tanggapan Responden Mengenai Atribut
Produk Wisata ....................................................................95
4.1.2
Tanggapan Responden Mengenai Experiential Marketing
(Panca Indera, Perasaan, Pikiran, Aksi, Hubungan) ......................95
4.1.1.1 Rekapitulasi Tanggapan Responden Mengenai
Experiential Marketing ......................................................99
4.1.3
Tanggapan Responden Mengenai Kepuasan Wisatawan (Kinerja
dan Harapan) ................................................................................100
4.2 Pengaruh Atribut Produk Wisata dan Experiential Marketing Terhadap
Kepuasan Wisatawan di Taman Lalu Lintas Ade Irma Suryani Nasution
Bandung ...................................................................................................102
4.2.1
Uji Asumsi Klasik ........................................................................102
x
4.2.1.1 Uji Normalitas ..................................................................102
4.2.1.2 Uji Multikolinieritas .........................................................103
4.2.1.3 Uji Heteroskedastisitas .....................................................104
4.3 Persamaan Regresi Linier Berganda ........................................................105
4.3.1
Pengujian Hipotesis Simultan (uji f) ............................................107
4.4 Persamaan Regresi Linier Sederhana .......................................................108
4.4.1
Atribut Produk Wisata (X1) terhadap Kepuasan Wisatawan ......109
4.4.1.1 Pengujian Hipotesis Parsial X1 ............................110
4.4.2
Experiential Marketing (X2) terhadap Kepuasan
Wisatawan (Y) .............................................................................112
4.4.2.1 Pengujian Hipotesis Parsial X2 ............................113
BAB V KESIMPULAN DAN SARAN
5.1 Kesimpulan .................................................................................................115
5.2 Saran ...........................................................................................................116
DAFTAR PUSTAKA .........................................................................................118
LAMPIRAN
xi