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ANALISIS PENGARUH PERCEIVED QUALITY, DESTINATION IMAGE DAN PERCEIVED VALUE TERHADAP

SATISFACTION WISATAWAN YANG MEMPENGARUHI REVISIT INTENTION PADA OBJEK WISATA KALIBIRU

SKRIPSI

Diajukan sebagai salah satu syarat untuk memperoleh gelar Sarjana Ekonomi (S.E.)

Gishka Ainun Alira

00000009412

PROGRAM STUDI MANAJEMEN

FAKULTAS BISNIS

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019

Analisis pengaruh perceived..., Gishka Ainun Alira, FB UMN, 2019

ANALYSIS OF THE EFFECT OF PERCEIVED QUALITY, DESTINATION IMAGE AND PERCEIVED VALUE ON

TOURISM SATISFACTION THAT AFFECTING REVISIT INTENTION IN KALIBIRU TOURISM OBJECT

SKRIPSI

A thesis presented in part consideration for the degree of Bachelor in Economic

Gishka Ainun Alira

00000009412

PROGRAM STUDI MANAJEMEN

FAKULTAS BISNIS

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019


INSPIRING QUOTES

“It Always Seems Impossible Until

It’s Done”

(Nelson Mandela)


ABSTRAK

Pertumbuhan dunia pariwisata berkembang begitu pesat dari tahun ke tahun belakangan ini. Data dari The World Travel dan Tourisim Council (WTTC) menyebutkan bahwa peran pariwisata semakin signifikan dalam perekonomian global (Juandi, 2015). Dapat dikatakan bahwa pariwisata mempunyai peran yang besar dalam sektor ekonomi di beberapa negara bahkan menjadi penyumbang devisa utama. Salah satunya adalah pesatnya pertumbuhan industri pariwisata di Indonesia yang terus meningkat dan di perkirakan akan terus naik sampai pada tahun 2019. menjelaskan industri pariwisata di Indonesia meningkat yang terlihat jelas dari jumlah kunjungan wisatawan mancanegara yang juga meningkat. Namun hal tersebut tidak sesuai dengan tingkat pertumbuhan pada salah satu sektor pariwisata yaitu Kalibiru, yang dimana terjadi penurunan wisatawan dari tahun 2015 – 2016. Oleh sebab itu peneliti ingin mengetahui tingkat revisit intention wisatawan ke Kalibiru berdasarkan faktor perceived quality, destination image, perceived value, dan satisfaction. Model teoritis dalam penelitian ini disampaikan dengan sepuluh hipotesis yang telah diuji menggunakan Structural Equation Model. Sampel dalam penelitian ini berjumlah 157 responden, dengan screening berupa wisatawan yang pernah melakukan kunjungan ke tempat wisata dalam 2 tahun terakhir, wisatawan yang pernah setidaknya sekali mengunjungi tempat wisata Kalibiru, dan berkunjung ke tempat wisata Kalibiru dalam kurun waktu 2 tahun terakhir. Hasil penelitian ini menunjukan bahwa terdapat hubungan positif antara Destination Image dengan perceived quality, perceived value, satisfaction dan revisit intention. Juga adanya hubungan positif antara perceived quality dengan perceived value, satisfaction dan revisit intention. Serta terdapat hubungan positif antara perceived value dengan satisfaction dan revisit intention. Lalu terakhir terdapat hubungan positif antara satisfaction dengan revisit intention.

Kata Kunci: Destination Image, Peceived Quality, Perceived Value, Satisfaction, Revisit Intention, Tourism.


ABSTRACT

The development of the world of tourism is growing rapidly over the years. Data from the World Travel and Tourisim Council (WTTC) states that the global role is increasingly important (Juandi, 2015). Can help tourists who play a role in the economic sector in some countries even become major foreign exchange contributors. One of them is the rapid growth of industry in Indonesia which continues to increase and is expected to continue to rise in 2019. Explaining the industry in Indonesia is increasing, which is evident from the number of foreign tourists who are also increasing. But this is not in accordance with the growth rate in one of the tourism sectors, namely Kalibiru, which is a decline in tourists from 2015 - 2016. Therefore researchers want to know the level of revisit of tourist intention to Kalibiru based on factors perceived quality, destination image, perceived value, and satisfaction. The theoretical model in this study is delivered with ten hypotheses that have been tested using the Structural Equation Model. The sample in this study amounted to 157 respondents, with screening in the form of tourists who had visited tourist attractions in the last 2 years, tourists who had at least once visited Kalibiru tourist attractions, and visited Kalibiru tourist attractions in the last 2 years. The results of this study indicate a positive relationship between Image Goals with perceived quality, perceived value, satisfaction and intention to revisit. There is also a positive relationship between perceived quality and perceived value, satisfaction and intention to revisit. A positive relationship between perceived value and satisfaction and intention to revisit. Then there is a positive relationship between satisfaction and the intention of revisiting. Keywords: Objective Image, perceived quality, perceived value, satisfaction, return visit, tourism.


KATA PENGANTAR

Puji dan syukur penulis ucapkan pada Tuhan yang Maha Esa yang telah

senantiasa memberikan Berkat, Kekuatan dan Kesehatan dan Penyertaan-Nya

sehingga penulis dapat menyelesaikan skripsi dari awal hingga akhir yang berjudul

“ Analisis pengaruh perceived value, destination image, dan perceived value

terhadap satisfaction wisatawan yang mempengaruhi revisit intention pada objek

wisata Kalibiru” dengan sangat baik dan tepat pada waktu yang ditentukan.

Penelitian ini diajukan kepada Program Strata 1, Program Studi Manajemen,

Fakultas Bisnis, Universitas Multimedia Nusantara. Penulis berharap agar skripsi

ini dapat memberikan kontribusi dalam dunia praktis maupun akademis

kedepannya.

Penulis juga menyadari bahwa skripsi ini tidak dapat diselesaikan dengan

baik tanpa adanya bantuan dan dukungan dari berbagai pihak. Untuk itu penulis

ingin mengucapkan terima kasih sebesar-besarnya kepada semua pihak atas

bantuannya dalam menghadapi tantanga ndan hambatan dalam menyelesaikan

karya ilmiah ini. Ucapan terima kasih khususnya ditujukan kepada :

1. Bunda, kakek dan juga nenek yang selalu mendukung, mendoakan, dan

memberikan semangat selama peneliti menyusun skripsi hingga akhirnya

berhasil menyelesaikannya,

2. Bapak Trihadi Pudiawan Erhan, S.E., M.S.E., CPM (Asia) selaku dosen

pembimbing skripsi yang menuntun penulis kejalan yang benar saat tersesat

mencari data serta kesabaran dalam membimbing dari awal hingga

terselesainya skripsi ini,

3. Cynthia Sari Dewi, S.E., M.Sc. selaku Ketua Sidang yang telah

mengarahkan jalannya sidang sehingga dapat berjalan dengan lancar, serta

masukan yang sangat berguna untuk kemajuan skripsi ini,

4. Boby Arinto, S.E., M.M. selaku penguji yang telah memberikan masukan

sehingga penulis lebih mengerti dan dapat melengkapi kekurangan dalam

penelitian ini,

5. Bapak Mohammad Annas, S.Tr.Par., M.M., CSCP. selaku Ketua Program


DAFTAR ISI

INSPIRING QUOTES ............................................................................................ i PENGESAHAN SKRIPSI .................................................................................... ii PERNYATAAN ORISINALITAS SKRIPSI ..................................................... iii ABSTRAK ............................................................................................................ iv ABSTRACT ............................................................................................................ v KATA PENGANTAR .......................................................................................... vi DAFTAR ISI ....................................................................................................... viii DAFTAR GAMBAR ........................................................................................... xii DAFTAR TABEL .............................................................................................. xiv DAFTAR GRAFIK ............................................................................................ xvi BAB I PENDAHULUAN ...................................................................................... 1

1.1 Latar Belakang............................................................................................... 1 1.2 Rumusan Masalah ....................................................................................... 11 1.3 Tujuan Penelitian ......................................................................................... 13 1.4 Batasan Penelitian ....................................................................................... 15 1.5 Manfaat Penelitian ....................................................................................... 15

1.5.1 Manfaat Akademis ........................................................................................ 15

1.5.2 Manfaat Praktis ............................................................................................. 16

1.6 Sistematika Penulisan .................................................................................. 16 BAB II LANDASAN TEORI .............................................................................. 18

2.1 Consumer Behavior ..................................................................................... 18 2.2 Tri Component Attitude ............................................................................... 18 2.3 Destination Image ....................................................................................... 20 2.4 Perceived Quality ........................................................................................ 21 2.5 Perceived Value ........................................................................................... 21 2.6 Satisfaction .................................................................................................. 23 2.7 Revisit Intention ........................................................................................... 25 2.8 Hubungan Hipotesis .................................................................................... 26

2.8.1 Hubungan antara Destination Image dengan Perceived Quality. .......... 26

2.8.2 Hubungan antara Destination Image dengan Perceived Value. ............. 26

2.8.3 Hubungan antara Destination Image dengan Satisfaction. ..................... 27


2.8.4 Hubungan antara Destination Image dengan Revisit Intention. ............. 29

2.8.5 Hubungan antara Perceived Quality dengan Perceived Value. .............. 29

2.8.6 Hubungan antara Perceived Quality dengan Satisfaction. ...................... 31

2.8.7 Hubungan antara Perceived Quality dengan Revisit Intention. .............. 32

2.8.8 Hubungan antara Perceived Value dengan Satisfaction. ......................... 33

2.8.9 Hubungan antara Perceived Value dengan Revisit Intention. ................. 33

2.8.10 Hubungan antara Satisfaction dengan Revisit Intention. ....................... 34

2.9 Model Penelitian .......................................................................................... 36 2.10 Penelitian Terdahulu .................................................................................. 37

BAB III METODOLOGI PENELITIAN .......................................................... 42 3.1 Gambaran Umum Objek Penelitian............................................................. 42 3.2 Jenis dan Desain Penelitian ......................................................................... 45 3.3 Ruang Lingkup Penelitian ........................................................................... 49 3.3.1 Target Populasi ......................................................................................... 49

3.3.1.1Element ......................................................................................................... 49

3.3.1.2 Sampling Unit ............................................................................................. 50

3.3.1.3 Extent ........................................................................................................... 50

3.3.1.4 Time Frame ................................................................................................. 51

3.3.2 Sampling Techniques ................................................................................ 51 3.3.3 Sample Size ............................................................................................... 53 3.3.4 Sampling Process ...................................................................................... 53

3.3.5.1 Sumber Pengumpulan Data ....................................................................... 53

3.3.5.2 Prosedur Pengumpulan Data ..................................................................... 54

3.4 Identifikasi Variabel Penelitian ................................................................... 56 3.4.1 Variabel Eksogen .......................................................................................... 56

3.4.2 Variabel Endogen ......................................................................................... 57

3.4.3 Variabel Teramati ......................................................................................... 57

3.5 Definisi Operasional .................................................................................... 58 3.5.1Tabel Operasonal ........................................................................................... 59

3.6 Teknik Analisis ............................................................................................ 63 3.6.1 Uji Intrumen .................................................................................................. 63

3.6.2 Structural Equation Modeling (SEM) ........................................................ 65

BAB IV ANALISIS DAN PEMBAHASAN ....................................................... 75 4.1 Deskripsi Hasil Penelitian ........................................................................... 75


4.2.1 Profil Responden berdasarkan umur .......................................................... 76

4.2.2 Profil Responden berdasarkan umur .......................................................... 77

4.2.3 Profil Responden berdasarkan Domisili .................................................... 78

4.2.4 Profil Responden berdasarkan Profesi ....................................................... 79

4.2.5 Profil Responden berdasarkan Dana yang Dikeluarkan untuk Liburan Dalam Negeri ................................................................................................ 80

4.3 Analisis Deskrptif ........................................................................................ 81 4.3.1 Destination Image ......................................................................................... 81

4.3.2 Perceived Quality ......................................................................................... 83

4.4 Uji Instrumen ............................................................................................... 88 4.4.1 Uji Validitas Pre-test .................................................................................... 88

4.4.2 Uji Reliabilitas Pre-test ................................................................................ 90

4.5 Hasil Data Structural Equation Model (SEM) ............................................ 92 4.5.1 Hasil Analisis Model Pengukuran (Measurement Model) ...................... 92

4.5.2 Hasil Analisis Goodness-of-Fit ................................................................... 98

4.5.3 Hasil Analisis Model Struktural (Struktural Model) .............................. 100

4.6 Interpretasi Hasil ....................................................................................... 107 4.6.1 Pengaruh Destination Image terhadap Perceived Quality ..................... 107

4.6.2 Pengaruh Destination Image terhadap Perceived Value. ...................... 108

4.6.3 Pengaruh Destination Image terhadap Satisfaction. .............................. 109

4.6.4 Pengaruh Destination Image terhadap Revisit Intention. ...................... 110

4.6.5 Pengaruh Perceived Quality terhadap Perceived Value. ....................... 112

4.6.6 Pengaruh Perceived Quality terhadap Satisfaction. ............................... 113

4.6.7 Pengaruh Perceived Quality terhadap Revisit Intention. ....................... 114

4.6.8 Pengaruh Perceived Value terhadap Satisfaction. .................................. 115

4.6.9 Pengaruh Perceived Value terhadap Revisit Iintention. ......................... 116

4.6.10 Pengaruh Satisfaction terhadap Revisit Intention. ................................ 116

4.7 Implikasi Manajerial .................................................................................. 117 4.7.1 Upaya untuk meningkatkan Destination Image terhadap Perceived

Quality ......................................................................................................... 117

4.7.2 Upaya untuk meningkatkan Destination Image terhadap Perceived Value. ........................................................................................................... 118

4.7.3 Upaya untuk meningkatkan Destination Image terhadap Satisfaction. 121

4.7.4 Upaya untuk meningkatkan Destination Image terhadap Revisit Intention. ...................................................................................................... 122


4.7.5 Upaya untuk meningkatkan Perceived Quality terhadap Perceived Value. ........................................................................................................... 123

4.7.6 Upaya untuk meningkatkan Perceived Quality terhadap Satisfaction. 124

4.7.7 Upaya untuk meningkatkan Perceived Quality terhadap Revisit Intention. ...................................................................................................... 124

4.7.8 Upaya untuk meningkatkan Perceived Value terhadap Satisfaction. .. 125

4.7.9 Upaya untuk meningkatkan Perceived Value terhadap Revisit Intention. ...................................................................................................................... 125

BAB V KESIMPULAN DAN SARAN ............................................................. 128 5.1 Kesimpulan ................................................................................................ 128 5.2 Saran .......................................................................................................... 130

5.2.1 Saran untuk Perusahaan ............................................................................. 130

5.2.2 Saran untuk Penelitian Selanjutnya .......................................................... 132

DAFTAR PUSTAKA ......................................................................................... 133 DAFTAR LAMPIRAN ...................................................................................... 141


DAFTAR GAMBAR

Gambar 1. 1 Proyeksi penerimaan Devisa .............................................................. 2

Gambar 1. 2 Perbandingan Pertumbuhan Kunjungan Wisatawan Mancanegara ... 3

Gambar 1. 3 Wisata Alam Kalibiru......................................................................... 7

Gambar 1. 4 Salah satu spot foto Kalibiru .............................................................. 8

Gambar 1. 5 Pak Harijanto selaku penanggung jawab Kalibiru ........................... 10 Gambar 2. 1 Tri Component Attitude Model ......................................................... 19

Gambar 2. 2 Model Penelitian .............................................................................. 36 Gambar 3. 1 Logo Wisata Alam Kalibiru ............................................................. 42

Gambar 3. 2 Wisata Kalibiru ................................................................................ 43

Gambar 3. 3 Area Spot Foto Wisata Alam Kalibiru ............................................. 43

Gambar 3. 4 Research Design ............................................................................... 45

Gambar 3. 5 Sample Designing Process ............................................................... 49

Gambar 3. 6 Variabel Eksogen ............................................................................. 56

Gambar 3. 7 Variabel Endogen ............................................................................. 57

Gambar 3. 8 Tahap-tahap melakukan SEM .......................................................... 67

Gambar 3. 9 Measurement Model ......................................................................... 68

Gambar 3. 10 Struktural Model ............................................................................ 69

Gambar 3. 11 Rumus Evaluasi Reliabilitas .......................................................... 71

Gambar 3. 12 One Tailed Test .............................................................................. 74 Gambar 4. 1 Model Path Diagram T-value ........................................................... 93

Gambar 4. 2 Measurement Model Path Diagram Standarized Solution ............... 94

Gambar 4. 3 Structural Model ............................................................................ 102

Gambar 4. 4 Ilustrasi Pembatas Jalan ................................................................. 118

Gambar 4. 5 Ilustrasi Sunrise .............................................................................. 119

Gambar 4. 6 Transportasi Mobil Jeep ................................................................. 120

Gambar 4. 7 Ilustrasi Website ............................................................................. 121

Gambar 4. 8 Ilustrasi Instagram .......................................................................... 122

Gambar 4. 9 Ilustrasi Membatik.......................................................................... 122

Gambar 4. 10 Ilustrasi Gazebo ............................................................................ 123

Gambar 4. 11 Ilustrasi Ayunan Menghadap Alam.............................................. 125


Gambar 4. 12 Kamera Polaroid ........................................................................... 126

Gambar 4. 13 Ilustrasi Paralayang ...................................................................... 127


DAFTAR TABEL

Tabel 2. 1 Tabel Penelitian Terdahulu .................................................................. 37 Tabel 3. 1 Perbandingan Dari Exploratory Research Design Dan Conclusive

Research Design. .................................................................................. 46

Tabel 3. 2 Tabel Operasional ................................................................................ 59

Tabel 3. 3 Ukuran Nilai Diisyaratkan Validitas .................................................... 64

Tabel 3. 4 Goodnes of Fit ..................................................................................... 70 Tabel 4. 1 Tabel Skala Interval ............................................................................. 81

Tabel 4. 2 Penelitian Responden terhadap Destination Image ............................. 82

Tabel 4. 3 Penelitian Responden terhadap Perceived Quality .............................. 83

Tabel 4. 4 Penelitian Responden terhadap Perceived Value ................................. 84

Tabel 4. 5 Penelitian Responden terhadap Satisfaction ........................................ 86

Tabel 4. 6 Penelitian Responden terhadap Revisit Intention ................................. 87

Tabel 4. 7 Tabel Uji Validitas Pretest ................................................................... 88

Tabel 4. 8 Tabel Uji Reliabilitas Pretest ............................................................... 91

Tabel 4. 9 Menunjukan Hasil Uji Validitas Terhadap Measurement Model ........ 95

Tabel 4. 10 Analisis dan kesimpulan Reliabilitas ................................................. 98

Tabel 4. 11 Hasil Uji Kecocokan Goodness of Fit Measurement Model.............. 99 Tabel 4. 12 Uji Hipotesis .................................................................................... 105


DAFTAR GRAFIK

Grafik 1. 1 Kunjungan Bulanan Wisatawan Mancanegara 2015 vs 2016 .............. 4

Grafik 1. 2 Kunjungan Bulanan Wisatawan Mancanegara 2016 vs 2017 .............. 5

Grafik 1. 3 Jumlah perjalanan dan Total pengeluaran Wisatawan Nusantara ........ 6 Grafik 4. 1 Jumlah Persentase Jenis Kelamin ....................................................... 76

Grafik 4. 2 Jumlah Persentase Usia ...................................................................... 77

Grafik 4. 3 Jumlah Persentase Domisili ................................................................ 78

Grafik 4. 4 Jumlah Persentase Profesi .................................................................. 79

Grafik 4. 5 Jumlah Persentase Dana Untuk Liburan Dalam Negeri ..................... 80


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